How it works in Collabre
Each touchpoint is weighted by its age at the moment of conversion. A touchpoint on the day of the conversion counts in full, one a week earlier counts half as much, and one two weeks earlier counts a quarter as much. The weights are then scaled so the path shares exactly one conversion and its value.
The 7-day curve reflects about a week of consideration. Time-decay suits journeys where the last few interactions do most of the persuading, while still giving earlier content some credit, unlike last-click, which gives it none.
The five models in Collabre
Collabre offers five attribution models: last-click, first-click, linear, time-decay and position-based. The model is picked per report rather than once for the Workspace, so an awareness Campaign and a direct response Campaign can each be read with the model that suits it. Use the same model when you compare two periods.