Overview
One of the most important distinctions in Provalytics is the difference between:- demand creation
- demand capture
Demand creation
Demand creation happens when media increases awareness, interest, intent, or consideration that would not have existed otherwise.Demand capture
Demand capture happens when a channel harvests demand that already exists or that was created elsewhere.Why this distinction matters
Many reporting systems over-credit the channels closest to the conversion. That can make search, direct, or other lower-funnel channels look like the sole winners even when another channel created the interest first. This is why Provalytics emphasizes:- incrementality
- halo
- timing
- system-wide reading of results