# prova

## Docs

- [Channel Labeling and Taxonomy Best Practices](https://docs.getprova.com/best-practices/channel-labeling-and-taxonomy.md): Learn how clean naming and classification improve reporting quality, mapping accuracy, and model usefulness.
- [Measurement Best Practices](https://docs.getprova.com/best-practices/measurement-best-practices.md): Learn the habits that make Provalytics outputs more stable, more interpretable, and more useful for decision-making.
- [Reading Results With Your Team](https://docs.getprova.com/best-practices/reading-results-with-your-team.md): Learn how to guide internal or client conversations so Provalytics results lead to better decisions instead of metric confusion.
- [Use Cases and Examples](https://docs.getprova.com/best-practices/use-cases-and-examples.md): See common ways teams use Provalytics to answer planning, optimization, and measurement questions.
- [Using Provalytics in Your Workflow](https://docs.getprova.com/best-practices/using-provalytics-in-your-workflow.md): Learn a practical rhythm for using Provalytics across weekly, monthly, and planning conversations.
- [CTV Measurement](https://docs.getprova.com/core-concepts/ctv-measurement.md): Understand why CTV is hard to measure with traditional attribution and how Provalytics evaluates its business impact.
- [Halo Effects](https://docs.getprova.com/core-concepts/halo-effects.md): Understand how marketing can influence outcomes across channels, retailers, brand-owned sites, and other conversion paths.
- [Incrementality](https://docs.getprova.com/core-concepts/incrementality.md): Understand what incrementality means and why it is the foundation of Provalytics reporting.
- [Model validation](https://docs.getprova.com/core-concepts/model-validation.md): Understand how to think about model quality, validation, and confidence when reading Provalytics results.
- [Response curves](https://docs.getprova.com/core-concepts/response-curves.md): Learn how response curves help Provalytics estimate saturation, spend headroom, and budget opportunity.
- [Data and Setup FAQ](https://docs.getprova.com/faq/data-faq.md): Answers to common questions about connectors, data layers, composite layers, QA, and common data issues.
- [FAQ](https://docs.getprova.com/faq/index.md): Common questions about Provalytics measurement, reporting, timing, and planning.
- [Measurement FAQ](https://docs.getprova.com/faq/measurement-faq.md): Answers to common questions about incrementality, attribution differences, halo, timing, and model trust.
- [Planning and Optimization FAQ](https://docs.getprova.com/faq/planning-faq.md): Answers to common questions about recommendations, scenarios, timing, budget allocation, and optimization confidence.
- [Reporting FAQ](https://docs.getprova.com/faq/reporting-faq.md): Answers to common questions about dashboards, report visibility, date ranges, and why numbers can appear different across views.
- [How Provalytics Works](https://docs.getprova.com/getting-started/how-provalytics-works.md): A practical overview of how Provalytics moves from data connection to measurement, validation, planning, and action.
- [How to use these docs](https://docs.getprova.com/getting-started/how-to-use-these-docs.md): A short guide to finding the right Provalytics documentation based on what you are trying to accomplish.
- [Getting Started](https://docs.getprova.com/getting-started/onboarding-process.md): Understand how quickly Provalytics takes a new client from invitation and account setup to connected data.
- [What is Provalytics?](https://docs.getprova.com/getting-started/what-is-provalytics.md): A plain-English overview of what Provalytics does and how it helps marketing teams prove incremental impact.
- [Recommendations vs Scenario Planner vs Budget Planning](https://docs.getprova.com/how-to-guides/recommendations-vs-scenario-planner-vs-budget-planning.md): Understand how these three planning tools fit together and when to use each one.
- [Which Data Connection Path Should I Use?](https://docs.getprova.com/how-to-guides/which-data-connection-path-should-i-use.md): Use this guide to choose the right Provalytics connection path for native connectors, warehouse data, recurring files, and custom sources.
- [Which Report Should I Use?](https://docs.getprova.com/how-to-guides/which-report-should-i-use.md): Use this guide to choose the right Provalytics report for the question you are trying to answer.
- [Provalytics](https://docs.getprova.com/index.md): Provalytics helps marketers, agencies, and executives understand the true business impact of media and make better budget decisions.
- [Adding Custom Marketing Data](https://docs.getprova.com/integrations/adding-custom-marketing-data.md): Learn what Provalytics needs to ingest non-standard marketing channels such as email, SMS, organic social, billboard/OOH, and PR.
- [Adobe Analytics connector](https://docs.getprova.com/integrations/adobe-analytics.md): Learn how Provalytics uses the Windsor-backed Adobe Analytics connector for website and conversion data.
- [Amazon Ads connector](https://docs.getprova.com/integrations/amazon-ads.md): Learn how Provalytics uses the Windsor-backed Amazon Ads connector for recurring retail media data.
- [Billboard and OOH Data](https://docs.getprova.com/integrations/billboard-ooh-data.md): Learn what Provalytics typically needs to ingest billboard and out-of-home data as a custom marketing source.
- [Common Data Issues and Prevention](https://docs.getprova.com/integrations/common-data-issues-and-prevention.md): Learn the most common data issues that affect reporting and modeling, and how to reduce them before they create noise.
- [Connect Provalytics MCP to ChatGPT](https://docs.getprova.com/integrations/connect-provalytics-mcp-to-chatgpt.md): Set up Provalytics as a custom MCP connector in ChatGPT so your team can work with live attribution data inside ChatGPT.
- [Connect Provalytics MCP to Claude](https://docs.getprova.com/integrations/connect-provalytics-mcp-to-claude.md): Set up Provalytics as an MCP data source in Claude so your team can work with live attribution data directly inside conversations.
- [Custom & Non-Conforming Data](https://docs.getprova.com/integrations/custom-and-non-conforming-data.md): Learn how Provalytics ingests custom data sources that do not come from a native API connector.
- [Data Downloads and Delivery](https://docs.getprova.com/integrations/data-downloads-and-delivery.md): Learn how to request secure data exports and how Provalytics can deliver data into warehouses such as BigQuery, S3, and Snowflake.
- [Data overview](https://docs.getprova.com/integrations/data-overview.md): Understand the types of data Provalytics uses to measure incremental marketing impact.
- [Email Marketing Data](https://docs.getprova.com/integrations/email-marketing-data.md): Learn what Provalytics typically needs to ingest email marketing data as a custom marketing source.
- [Google Ads connector](https://docs.getprova.com/integrations/google-ads.md): Learn how Provalytics uses the Windsor-backed Google Ads connector for marketing measurement.
- [Google Analytics 4 connector](https://docs.getprova.com/integrations/google-analytics-4.md): Learn how Provalytics uses the Windsor-backed GA4 connector for website and conversion data.
- [Google Sheets Delivery](https://docs.getprova.com/integrations/google-sheets.md): Learn when Google Sheets is a useful delivery route for custom and non-conforming datasets.
- [Recurring Email Delivery](https://docs.getprova.com/integrations/helpscout-file-feeds.md): Learn how recurring files or retrievable links can be delivered to Provalytics by email for custom data ingestion.
- [LinkedIn connector](https://docs.getprova.com/integrations/linkedin.md): Learn how Provalytics uses the Windsor-backed LinkedIn connector for recurring marketing data.
- [Manual File Uploads](https://docs.getprova.com/integrations/manual-uploads.md): Learn when manual uploads are the right path for custom and non-conforming datasets.
- [MCP Access: Connecting to Claude and ChatGPT](https://docs.getprova.com/integrations/mcp-access-connecting-to-claude-and-chatgpt.md): Learn how MCP access lets Claude, ChatGPT, and other compatible assistants work directly with live Provalytics data inside your existing workflow.
- [Meta (Facebook & Instagram) connector](https://docs.getprova.com/integrations/meta-facebook-instagram.md): Learn how Provalytics uses the Windsor-backed Meta connector for Facebook and Instagram marketing data.
- [Organic Social Data](https://docs.getprova.com/integrations/organic-social-data.md): Learn what Provalytics typically needs to ingest organic social data as a custom marketing source.
- [Pinterest connector](https://docs.getprova.com/integrations/pinterest.md): Learn how Provalytics uses the Windsor-backed Pinterest connector for recurring marketing data.
- [PR and Earned Media Data](https://docs.getprova.com/integrations/pr-earned-media-data.md): Learn what Provalytics typically needs to ingest PR and earned media data as a custom marketing source.
- [Reddit connector](https://docs.getprova.com/integrations/reddit.md): Learn how Provalytics uses the Windsor-backed Reddit connector for recurring marketing data.
- [S3 Bucket Delivery](https://docs.getprova.com/integrations/s3-source-access.md): Learn how recurring data can be pushed to a Provalytics-managed S3 bucket for automatic daily retrieval.
- [BigQuery Delivery](https://docs.getprova.com/integrations/shared-bigquery.md): Learn when BigQuery is the right warehouse-based delivery path for custom and non-conforming data.
- [SharePoint Delivery](https://docs.getprova.com/integrations/sharepoint.md): Learn how SharePoint is used as a recurring delivery route for custom and non-conforming data.
- [Shopify connector](https://docs.getprova.com/integrations/shopify.md): Learn how Provalytics uses Shopify as an ecommerce source for recurring owned-site conversion data.
- [SMS Marketing Data](https://docs.getprova.com/integrations/sms-marketing-data.md): Learn what Provalytics typically needs to ingest SMS marketing data as a custom marketing source.
- [Snapchat connector](https://docs.getprova.com/integrations/snapchat.md): Learn how Provalytics uses the Windsor-backed Snapchat connector for recurring marketing data.
- [Snowflake Delivery](https://docs.getprova.com/integrations/snowflake-delivery.md): Learn how to connect curated Snowflake data directly into Provalytics using a key-pair authenticated service account.
- [Connecting Data](https://docs.getprova.com/integrations/supported-connectors.md): Learn how to connect data into Provalytics and which connector paths are available.
- [TikTok connector](https://docs.getprova.com/integrations/tiktok.md): Learn how Provalytics uses the Windsor-backed TikTok connector for recurring marketing data.
- [YouTube connector](https://docs.getprova.com/integrations/youtube.md): Learn how Provalytics handles YouTube data through the Windsor-backed Google Ads connection path.
- [Bayesian SUR](https://docs.getprova.com/methodology/bayesian-sur.md): Learn how Provalytics uses Bayesian Seemingly Unrelated Regressions to model related outcomes jointly instead of treating each KPI as isolated.
- [Carryover, Saturation, and Synergy](https://docs.getprova.com/methodology/carryover-saturation-and-synergy.md): Learn how Provalytics models nonlinear media behavior instead of assuming media works instantly, independently, and linearly.
- [Covariance and Aggregation Bias](https://docs.getprova.com/methodology/covariance-and-aggregation-bias.md): Learn why Provalytics treats aggregation bias and covariance control as core modeling problems, not afterthoughts.
- [Demand Creation vs. Demand Capture](https://docs.getprova.com/methodology/demand-creation-vs-demand-capture.md): Learn one of the most important distinctions in Provalytics: the difference between creating demand and capturing demand.
- [Methodology Overview](https://docs.getprova.com/methodology/index.md): An executive-level overview of the Provalytics modeling methodology, how it works, and where to go deeper.
- [Path Analysis and Interconnected KPIs](https://docs.getprova.com/methodology/path-analysis-and-interconnected-kpis.md): Learn how Provalytics models customer response as a system of related outcomes rather than isolated events.
- [Privacy-Safe Measurement](https://docs.getprova.com/methodology/privacy-safe-measurement.md): Learn how Provalytics measures marketing without depending on persistent user-level tracking.
- [Validation as a Discipline](https://docs.getprova.com/methodology/validation-as-a-discipline.md): Learn why Provalytics treats validation as an ongoing discipline rather than a one-time box to check.
- [Budget Planning](https://docs.getprova.com/planning/budget-planning.md): Learn how to use Budget Planning to define the monthly budget source of truth that powers recommendation runs.
- [Budget Recommendations](https://docs.getprova.com/planning/budget-recommendations.md): Learn how Provalytics recommends next-period budget allocation using model results, channel guardrails, and your approved budget.
- [Scenario Planner](https://docs.getprova.com/planning/scenario-planner.md): Learn how to test what-if spend changes before moving budget in the real world.
- [ChatGPT MCP Security Review](https://docs.getprova.com/security/chatgpt-mcp-security-review.md): Security review package for Provalytics MCP access in ChatGPT, including system architecture, data schema, trust boundaries, and what data is and is not exposed.
- [Security & Data Governance](https://docs.getprova.com/security/security-and-data-governance.md): Learn how Provalytics handles scoped access, client data delivery, and downstream security controls.
- [Feature Requests](https://docs.getprova.com/support/feature-requests.md): Learn how to submit feature requests in a way that makes prioritization easier and clearer.
- [Getting Support](https://docs.getprova.com/support/getting-support.md): Learn the best way to get help when you have a product, data, or reporting question in Provalytics.
- [Glossary](https://docs.getprova.com/support/glossary.md): Quick definitions for common Provalytics terms.
- [Brand Search Halo](https://docs.getprova.com/using-provalytics/brand-search-halo.md): Learn how to use Brand Search Halo to see how much of branded search demand is being created by paid media and which channels are driving that lift.
- [Campaign Performance](https://docs.getprova.com/using-provalytics/campaign-performance.md): Learn how to use Campaign Performance to move from channel-level results into the detailed hierarchy rows that drive incremental business impact.
- [Channel Halo](https://docs.getprova.com/using-provalytics/channel-halo.md): Learn how to use Channel Halo to split each channel's measured incrementality into immediate impact and halo, then compare channels by share and efficiency.
- [CPM Report](https://docs.getprova.com/using-provalytics/cpm-report.md): Learn how to use the CPM report to benchmark paid media reach efficiency, compare channels, and see how current CPM trends compare with the prior year.
- [Conversion Time](https://docs.getprova.com/using-provalytics/days-to-conversion-report.md): Learn how to use Conversion Time to understand how quickly each channel tends to convert and how that should shape pacing, planning, and expectations.
- [Funnel Report](https://docs.getprova.com/using-provalytics/funnel-report.md): Learn how to use the Funnel Report to view performance by the business categories your team actually plans around.
- [Home Dashboard](https://docs.getprova.com/using-provalytics/home-dashboard.md): Learn how to read the Provalytics home dashboard.
- [Incrementality Report](https://docs.getprova.com/using-provalytics/incrementality-report.md): Learn how to use the Incrementality Report to see which channels and campaigns are creating incremental impact, not just capturing demand.
- [Opportunity Days](https://docs.getprova.com/using-provalytics/opportunity-days.md): Learn how to use Opportunity Days to see which upcoming dates are most likely to outperform or underperform for a selected KPI.
- [True Impact](https://docs.getprova.com/using-provalytics/organic-base.md): Learn how True Impact separates organic base from media-driven lift so you can see what paid media actually contributed.
- [Proof Report](https://docs.getprova.com/using-provalytics/proof-report.md): Learn how to use the Proof Report to review model validation for a KPI, compare predicted versus actual performance, and understand how confidence updates after each run.
- [Recommendations](https://docs.getprova.com/using-provalytics/recommendations.md): Learn how to use Recommendations to review model-led channel budget shifts, scenario views, and allocation detail.
- [Spend Headroom](https://docs.getprova.com/using-provalytics/spend-headroom.md): Learn how to use Spend Headroom to see which channels may have room to scale, which are near the line, and which may be overspent against your target.
- [Trending](https://docs.getprova.com/using-provalytics/trending.md): Learn how to use Trending to compare channel performance across time segments, optional metrics, and chart views.
- [Assigned Value Metric](https://docs.getprova.com/whats-new/assigned-value-metric.md): A CSR-enabled option that assigns dollar values to events so event-based models can be evaluated in financial terms.
- [Channel Halo](https://docs.getprova.com/whats-new/channel-halo.md): A new report that separates immediate impact from halo so teams can see what last-click reporting misses.
- [What's New](https://docs.getprova.com/whats-new/index.md): Customer-facing product updates that explain what changed in Provalytics and why it matters.
- [Direct Snowflake connection](https://docs.getprova.com/whats-new/snowflake-connection.md): Clients can now connect Snowflake data directly into Provalytics instead of relying on manual handoffs.
- [Spend Headroom](https://docs.getprova.com/whats-new/spend-headroom.md): A new channel-by-channel planning report for understanding where spend can scale and where it may be over the line.