> ## 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.

# Which Report Should I Use?

> Use this guide to choose the right Provalytics report for the question you are trying to answer.

## Overview

Provalytics includes several reports because different business questions need different lenses.

Use this page as the quick routing guide.

## If you want to know what changed the business

Use:

* [Incrementality Report](/using-provalytics/incrementality-report)

Best for:

* understanding which channels or campaigns created incremental outcomes
* comparing business contribution across media

## If you want to know what is creating branded demand

Use:

* [Brand Search Halo](/using-provalytics/brand-search-halo)

Best for:

* understanding which paid channels are driving brand search
* defending upper-funnel investment

## If you want to separate media-driven impact from organic base

Use:

* [True Impact](/using-provalytics/organic-base)

Best for:

* understanding what would likely have happened without media
* explaining why all reported conversions should not be credited to paid media

## If you want to validate the model before acting on it

Use:

* [Proof Report](/using-provalytics/proof-report)

Best for:

* checking model trust
* confirming whether a KPI is ready for planning and optimization use

## If you want to understand timing and pacing

Use:

* [Conversion Time](/using-provalytics/days-to-conversion-report)
* [Opportunity Days](/using-provalytics/opportunity-days)

Best for:

* understanding how quickly channels tend to convert
* identifying stronger and weaker upcoming forecast windows

## If you want to understand media cost efficiency

Use:

* [CPM Report](/using-provalytics/cpm-report)
* [Campaign Performance](/using-provalytics/campaign-performance)

Best for:

* evaluating delivery efficiency
* comparing spend, CPA, and modeled contribution deeper in the hierarchy

## If you want a model-led allocation answer

Use:

* [Recommendations](/using-provalytics/recommendations)

Best for:

* reviewing the current best constrained allocation
* comparing scenario levels when budget changes

## If you want to test your own plan

Use:

* [Scenario Planner](/planning/scenario-planner)

Best for:

* adjusting spend intentionally
* testing what-if plans against the current model

## If you want to set the planning budget itself

Use:

* [Budget Planning](/planning/budget-planning)

Best for:

* entering the monthly budget
* setting channel guardrails
* defining when a budget goes live