Adstock Half-Life
The number of days for an ad's effect to decay to 50% of its initial impact.
Last updated: 2026-05-04
Definition
Half-life is the most readable summary of an adstock decay rate. Performance ads (Meta retargeting, Google search) typically have 1-3 day half-lives — fast decay, fast feedback. Brand ads (TV, OOH) have 14-30 day half-lives — slow decay, slow attribution. Mismatching the half-life to the channel type is the most common MMM modeling error.
How it applies in India
No India-specific behavior.
Related terms
- AdstockA transformation that models marketing's lagged effect — exposure today drives conversions over many days, not just immediately.
- Marketing Mix Modeling (MMM)A statistical method that quantifies how each marketing channel contributes to a sales outcome over time, using historical spend + revenue + exogenous variables.
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