Google is upgrading Meridian, its open-source Marketing Mix Model, with new agentic AI capabilities and expanded measurement tools designed to help marketers assess campaign performance across digital and upper-funnel channels.
The updates introduce AI-assisted capabilities that can help users audit data quality, identify and resolve errors, and receive guidance while building marketing mix models. Google said the tools are intended to reduce some of the technical complexity associated with marketing measurement while keeping marketers involved in key modelling decisions.
Meridian's agentic capabilities can assist across different stages of the Marketing Mix Modelling lifecycle, including data preparation, model configuration, diagnostics, budget optimisation and scenario planning. Google has also made changes to Meridian's underlying infrastructure, saying the platform can now run analyses faster and more efficiently.
Another major update expands Meridian's ability to evaluate brand-building investments. Marketers can now incorporate relevant brand signals, such as Branded Google Query Volume, directly into their models. The addition is designed to help businesses assess how upper-funnel investments, including video and television campaigns, contribute to future sales.
This addresses a long-standing measurement challenge for marketers, as channels focused on awareness and brand building can be more difficult to connect directly with conversions than performance advertising.
Google is also making Meridian GeoX generally available globally. GeoX is an open-source, publisher-agnostic framework for running geographic experiments that compare performance between test and control markets. Results from these experiments can be incorporated into Meridian to calibrate marketing mix models against observed incremental outcomes.
The company said the combination can help marketers improve the accuracy of their measurement and better understand whether advertising investments are generating incremental business impact.
Meridian was made generally available in January 2025 as Google's open-source approach to Marketing Mix Modelling. Since then, the company has expanded the product with capabilities including scenario planning, additional modelling variables and integrations across its broader measurement ecosystem.
Google is also integrating Data Manager more closely with Google Analytics and Display & Video 360, alongside other updates intended to strengthen the use of first-party data in advertising measurement.
The latest Meridian changes come as marketers increasingly look for alternatives to attribution models that rely heavily on individual user-level tracking. By combining marketing mix modelling, experiments and AI-assisted workflows, Google is positioning Meridian as a measurement framework that can evaluate performance across a wider mix of channels while helping marketers translate historical data into future budget decisions.
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