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Overview

True Impact separates media-driven lift from the portion of the outcome that likely would have happened anyway. This is one of the clearest ways Provalytics helps teams move beyond:
  • platform credit
  • channel vanity
  • total outcomes without context
and toward the more useful question:
How much of this result was really created by media?

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What you can do

In True Impact, you can:
  • select a KPI
  • filter the date range
  • see monthly separation between organic/base demand and media-driven impact
  • understand how much of the outcome appears to be driven by paid media versus underlying demand

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What the report is showing

The report compares:
  • Organic/Base: the portion of the outcome that likely would have occurred without the visible paid-media contribution in the measured window
  • Media Impact: the portion of the outcome that appears to have been driven by media
The monthly chart then shows how those two pieces combine over time.

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How to interpret it well

True Impact is especially useful when:
  • a business outcome is growing but you need to know how much marketing is actually responsible
  • leadership wants to understand “what would happen if we turned media off”
  • teams are comparing paid-media contribution against underlying brand or market demand

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A practical reading rule

Do not read total conversions, revenue, or sessions as proof that media created them. True Impact helps distinguish:
  • the outcome that would likely have happened anyway
  • the portion that appears to have been added by media
That distinction is foundational for smart budget decisions.

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What this report is best for

Use True Impact when you want to:
  • explain true media contribution in plain language
  • defend why total outcomes alone are not enough
  • understand whether growth is mostly market/base-driven or media-driven
  • compare months where media influence strengthened or weakened

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Important interpretation note

True Impact is not a replacement for incrementality or campaign analysis. It is a framing tool that helps answer:
How much of the observed outcome was already there, and how much appears to have been driven by paid media?
Use it alongside:

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What the report looks like in practice

The page is built to answer the “what would have happened anyway?” question in one view:
  • a headline Media Impact card
  • a clear explanation of what the percentage means
  • a monthly chart showing organic base and media-driven impact together
  • interpretation and use-case panels at the bottom
True Impact overview