Discover Meridian: Google's tool to measure what really matters in your media mix

Let’s be clear: measuring the performance of your campaigns today is a risky business. With the disappearance of cookies, increasingly strict privacy regulations, and user journeys that look more like a maze than a funnel... relying solely on traditional attribution can turn into a costly mistake. 

And this is where Meridian comes in — Google’s open-source Marketing Mix Modeling (MMM) tool that provides a clear, accurate and actionable view of your media investment performance.

TABLE OF CONTENTS

• What is Meridian and why should you care?

• How does TikTok Shop work?

• Adsmurai is an official partner of Meridian by Google
• Use case: fashion, omnichannel and tough decisions
• Meridian vs Robyn: which one is right for me?
• MMMs: your starting point for 360° measurement

What is Meridian and why should you care?

Meridian is Google’s proposal to democratize MMM. It’s free, flexible, privacy-friendly, and powerful enough to model business results using aggregated and non-personal data.

In practical terms, what can you do with Meridian?

• Identify which channels or channel combinations are delivering the best results.
• Measure the incremental impact of your campaigns (the real lift generated).
• Simulate future scenarios ("What if I double YouTube investment and reduce TV?").
• Make data-driven media planning decisions without relying on outdated attribution models.

In short, bring structure and data to your media mix decisions not just gut feeling or internal pressure.

How does it link to MMM?

Meridian is an open source tool developed by Google specifically for building Marketing Mix Modeling models. It allows brands to:

• Gather and structure aggregated investment and performance data.
• Build statistical models (mainly Bayesian) to estimate the impact of each channel or variable.
• Simulate future scenarios and optimise budget allocation.
• Obtain estimates of incrementality, elasticity and contribution per channel.

Unlike closed solutions, Meridian is flexible and customisable, and is designed to integrate with the Google Cloud ecosystem, such as BigQuery or Vertex AI. Thanks to its open-source approach, it is possible to adapt it to the particularities of each industry, market or data source.

In short, Meridian operationalises Marketing Mix Modeling and makes it available to brands looking for a more robust and privacy-friendly alternative to measure the performance of their media mix.

Adsmurai is an official partner of Meridian by Google

Adsmurai is an official partner of Meridian by Google for the development and implementation of Meridian models. This means that we work closely with the Google team to:

• Adapt the solution to the specific challenges of each industry.
• Develop advanced functionality and real-world use cases.
• Train our customers on data-driven models, not hunches.

In addition, our proprietary technology (AMP) is fully prepared to integrate Meridian's results and turn them into real actions: budget redistribution, channel changes, creative adjustments... Whatever you want, without leaving the environment you already know.

Example use case: fashion, omni-channel and decisions that hurt

Imagine you are a fashion brand investing in YouTube, Meta, Google Search, TV and in-store promotions. Sales are stagnating and performance pressure is tightening.

With Meridian you could:

See that YouTube is generating a sustained uplift in search and web traffic (even though traditional attribution didn't recognise it).

• Detect that in-store promotions are cannibalising online sales.
• Find that Search has a high ROI, but is already saturated.
• Simulate a scenario where you reduce TV by 20% and move it to online video, and predict its impact on revenue.
  
  

In short: make decisions with hard data and avoid the classic ‘we are investing because we have always done it this way’.

Meridian vs. Robyn: Which one should I choose?

The million-dollar question. Here's a quick summary table:

At Adsmurai we work with both, and we often use both to compare and enrich results. As they say in analytics: all models are wrong, but some are useful.

MMMs: Your starting point for 360° measurement

Marketing Mix Modeling is a statistical technique that allows you to analyze the impact of each marketing variable (media, promotions, seasonality, and external factors) on a specific business result, such as sales, leads, or revenue.

Unlike digital attribution models, MMM does not rely on individual identifiers or cookies. It is based on aggregated and historical data and models the relationship between media investment and business results, allowing you to answer questions such as:

• Which channel is generating the greatest incremental impact?
• What is the real ROI of each medium?
• How should I distribute my budget between channels to maximize results?
• What effect do branding campaigns have in the long term?
  
  

The MMM is especially useful in multi-channel and omni-channel environments, where direct attribution does not adequately reflect the value of channels such as TV, YouTube, or upper-funnel campaigns.

If you are looking for a turnkey solution, we recommend starting with by MMMs: our Marketing Mix Modeling service.

What do you need to get started with Meridian?

Although Meridian is a powerful solution, it requires certain conditions to work effectively:

1. Consistent historical investment and results data (ideally 2 years).
2. Access to Google Cloud tools (such as BigQuery or Vertex AI).
3. Technical capacity to run statistical models.
4. A clear business framework to interpret and activate results.
   
   

At Adsmurai, we help our clients overcome these barriers through onboarding processes. automated, personalized insight visualization, and actionable recommendations from the first month.

If you're already using tools like GA4, Looker Studio, Google Ads, or CM360, the setup is even more agile.

🤝 How can Adsmurai help you?

With us, you don't just have a technical partner, but a strategic ally. At Adsmurai, we help you:

• Unify and prepare your data from any platform.
• Select the most appropriate model for your case (Meridian, Robyn, or hybrid).
• Run the modeling and validate the results with your team.
• Visualize insights in customized dashboards.
• Activate adjustments directly from AMP: change budgets, campaigns, creatives, etc.

All without having to set up a data science team from scratch or struggle with thousands of spreadsheets.

If your brand is ready to evolve toward a more advanced measurement model, we recommend you check out MMMs: Our Media Mix Modeling Solution. 

At Adsmurai, as an official Meridian partner, we support brands throughout the entire process: from data structuring to media activation. And if you're looking for a complete and connected solution, MMMs is the ideal starting point.

Do you want to take the leap towards strategic, business-focused measurement?
Let's talk.