Time-Decay Attribution is a success measurement model in affiliate marketing that assigns different weights to various marketing touchpoints. Touchpoints closer in time to the purchase get more importance than earlier interactions. This model is based on the idea that the most recent marketing influences have a stronger impact on the final buying decision than those further back in time.

The Time-Decay principle helps to fairly and precisely credit individual affiliate publishers by considering the customer journey. It values not only the last click but also the preceding touchpoints—with decreasing weight the further back they are.

This method allows for a more accurate analysis of marketing activities and promotes a balanced commission system that rewards all relevant publishers according to their actual impact. In this way, it supports sustainable and transparent collaboration and prevents misjudgments of marketing channels.

Using Time-Decay Attribution significantly contributes to efficient budget use and strengthens long-term publisher relationships.