> ## 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.

# Demand Creation vs. Demand Capture

> Learn one of the most important distinctions in Provalytics: the difference between creating demand and capturing demand.

## 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