> ## 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.

# Measurement FAQ

> Answers to common questions about incrementality, attribution differences, halo, timing, and model trust.

## Overview

## What does incremental mean?

Incremental means the portion of the outcome that changed because marketing existed.

It is not the same as platform-attributed credit.

## Why does Provalytics not match Meta, Google, or other platform numbers?

Because platforms report from their own attribution logic.

Provalytics measures business impact across the full system, including delayed effects, overlap, and demand created elsewhere.

## What is the difference between demand creation and demand capture?

Demand creation happens when media increases awareness or intent.

Demand capture happens when a channel harvests demand that already exists or was created elsewhere.

## Why would branded search improve if search itself did not change much?

Because another channel may have created the demand that later showed up as branded search.

That is exactly why Brand Search Halo exists.

## Why can a channel look efficient in-platform but weak in Provalytics?

Because in-platform reporting may be capturing demand that was created elsewhere.

Provalytics is asking whether the channel truly changed the business outcome.

## Does a slower-converting channel mean a worse channel?

No.

It often means the channel works earlier in the journey and needs more lead time before its impact fully appears.

## What does Proof tell me?

Proof tells you how closely predicted results match actual results for the selected KPI and helps you judge how much confidence to place in the model output.