> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getprova.com/llms.txt
> Use this file to discover all available pages before exploring further.

# FAQ

> Common questions about Provalytics measurement, reporting, timing, and planning.

## Overview

This section answers the questions customers ask most often when they start using Provalytics in real planning and reporting conversations.

## Start here

If you are new to the platform, these are usually the most helpful first reads:

* [Measurement FAQ](/faq/measurement-faq)
* [Reporting FAQ](/faq/reporting-faq)
* [Planning and Optimization FAQ](/faq/planning-faq)
* [Data and Setup FAQ](/faq/data-faq)

## Most common questions

### Why do Provalytics results differ from platform attribution?

Because Provalytics determines what marketing actually changed, not what a platform claimed credit for.

Platform reporting often over-credits the channel closest to the conversion. Provalytics is designed to separate demand creation from demand capture.

For more detail, see:

* [Incrementality Report](/using-provalytics/incrementality-report)
* [Demand Creation vs. Demand Capture](/methodology/demand-creation-vs-demand-capture)

### Why can upper-funnel channels look weaker on direct ROAS but still matter?

Because upper-funnel channels often create awareness and intent that shows up later in search, direct traffic, retailer activity, or other lower-funnel outcomes.

For more detail, see:

* [Brand Search Halo](/using-provalytics/brand-search-halo)
* [Halo Effects](/core-concepts/halo-effects)
* [Days to Conversion Report](/using-provalytics/days-to-conversion-report)

### How often do results update?

Results update after new data is ingested and a completed model run is published through the reporting pipeline.

Some pages update from the latest published reporting outputs rather than directly from raw files.

### What should I look at before making a budget decision?

A strong sequence is:

1. [Proof Report](/using-provalytics/proof-report)
2. [Incrementality Report](/using-provalytics/incrementality-report)
3. [Campaign Performance](/using-provalytics/campaign-performance)
4. [Spend Headroom](/using-provalytics/spend-headroom)
5. [Budget Recommendations](/planning/budget-recommendations)

That sequence helps connect:

* trust
* impact
* efficiency
* next action

### Why might a report not appear in my account?

Some reports depend on both:

* reporting configuration
* the required output existing for that client

For example, a report may remain hidden until the client has generated the required result set.

## Related pages

* [Getting Support](/support/getting-support)
* [Glossary](/support/glossary)