> ## 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.

# Data overview

> Understand the types of data Provalytics uses to measure incremental marketing impact.

## Overview

Provalytics uses aggregated marketing, website, and conversion data to measure incremental impact.

The platform does not require user-level tracking, pixels, or tags to produce marketing measurement results.

## Common data types

Provalytics can use data such as:

* Media spend
* Impressions
* Clicks when available
* Website sessions or visits
* Orders
* Revenue
* Leads
* CRM funnel stages
* Offline conversions
* Retail or marketplace outcomes

## How data is organized

Data is organized into layers that help the model understand what each dataset represents.

Common layer types include:

* Marketing activity
* Website activity
* Conversion activity

## Why daily aggregated data matters

Daily data gives the model enough time-series signal to understand how marketing activity relates to outcomes over time.

It also avoids relying on individual user paths, which are increasingly incomplete and privacy-constrained.

## What happens after data is connected

Once data is connected and mapped, Provalytics can use it to build model inputs, run measurement, and update reporting tables for dashboards and exports.