> ## 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.

# Glossary

> Quick definitions for common Provalytics terms.

## Overview

## Incrementality

The portion of business outcome that appears to change because marketing existed.

## Base Demand

Demand that likely would have occurred without the visible media contribution in the measured window.

## Halo

Downstream impact created in another channel or conversion path.

## Hidden Lift

The share of measured incremental impact that is not visible in last-click-style reporting.

## Immediate / Same Day

The portion of measured impact that appears right away rather than later as halo or carryover.

## Carryover

The persistence of media effect after the original exposure period.

## Saturation

The point where additional spend produces weaker incremental efficiency.

## Synergy

A situation where combinations of media perform better together than in isolation.

## KPI

The business outcome being modeled or reported.

## Data Layer

The logical input layer that connects source data to modeling and reporting.

## Composite Layer

A single logical layer built from multiple underlying member layers.

## Proof

The customer-facing validation report for predicted versus actual model fit.

## Opportunity Days

A forward-looking view of which upcoming dates appear stronger or weaker for a selected KPI.

## Spend Headroom

A channel-by-channel planning view that shows whether a channel may have room to scale, should hold steady, or may be over the line against a target.

## Assigned Value Metric

A predetermined dollar value applied to events so event-based performance can be translated into financial terms and evaluated with ROAS instead of only CPA.