> ## 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. # True Impact > Learn how True Impact separates organic base from media-driven lift so you can see what paid media actually contributed. ## 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? ## 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 ## 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. ## 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 ### 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. ## 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 ## 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: * [Incrementality Report](/using-provalytics/incrementality-report) * [Campaign Performance](/using-provalytics/campaign-performance) * [Brand Search Halo](/using-provalytics/brand-search-halo) ## 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