Question: Fill in the blank: A time decay attribution model gives ____.
- a weighted percentage of credit to the most recent touchpoints
- equal credit to each touchpoint
- 50% credit to the first touchpoint and 50% credit to the last touchpoint
- 100% credit to the first touchpoint
Explanation
A time decay attribution model assigns a weighted percentage of credit to touchpoints that occur closer to the conversion or deal close. In HubSpot, this model emphasizes the influence of recent interactions while still accounting for earlier touchpoints. It is especially useful for lengthy sales cycles where multiple touches contribute to conversion. Time decay ensures that late-stage activities are properly recognized for their impact on the buyer journey.
Why the other options are incorrect
Option B describes a linear attribution model, not time decay.
Option C defines a J-shaped or U-shaped model, not time decay.
Option D describes first-touch attribution, which ignores later interactions.
Source for verification
HubSpot Attribution Reports
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