Google Analytics · Status at source date: Newsletter archive
Meridian arrives inside Google Analytics 360, harmonising MMM, MTA, and incrementality
Google Analytics 360 is integrating Meridian: Google's open-source marketing mix modelling solution: bringing advanced cross-channel budget forecasting into the GA360 surface. Luka Cempre, Brais Calvo Vázquez, Mehdi Oudjida, and Google Analytics all flagged the launch as a structurally significant move.
What changed
The pilot includes four new capabilities: Meridian-Powered Budgeting in Google Analytics 360 (advanced scenario and projection planning that forecasts the impact of budget shifts and optimises in-flight media); Data Manager in Google Analytics (a smooth, unified UI for connecting and troubleshooting first-party data and third-party platforms like Meta, TikTok, Snap, Reddit, and Pinterest); Enhanced Multi-Touch Attribution (now inclusive of third-party impression data from Meta, TikTok, Snap, and Pinterest); and Incremental Conversions Reporting (groundbreaking metrics that harmonise incrementality, MMM, and MTA into a single ROI view). Currently in pilot globally.
The structural significance: GA360 becomes a real measurement-and-budgeting surface rather than only a reporting layer, materially closing the gap between Google's measurement stack and the dedicated MMM vendors. Mehdi Oudjida's framing was direct: "It's hard not to think that this turns it into an MMM tool without TTP status": meaning enterprise measurement teams now have a sanctioned Google-native MMM path.
Why it matters for advertisers
For you, this means GA360-using enterprise measurement teams should engage with the pilot waitlist immediately, while non-GA360 advertisers should evaluate whether the Meridian-in-GA360 capabilities justify the GA360 step-up cost. Particularly relevant for cross-channel performance accounts where the previous workflow has involved exporting data into a separate MMM platform.
Perspective from the original PMC newsletter.Sources & contributor credit
- Newsletter coverage · Paid Media Collective newsletter
Original newsletter text, contributor labels and media for this update.
- Source referenced in newsletterLuka Cempre
Linked from the original newsletter. The source publication date has not been independently confirmed.
- Source referenced in newsletterBrais Calvo Vázquez
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- Source referenced in newsletterMehdi Oudjida
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- Source referenced in newsletterGoogle Analytics
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- Source referenced in newsletterGoogle blog · Meridian in GA360
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This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
Original newsletter text and archive evidence
Meridian arrives inside Google Analytics 360, harmonising MMM, MTA, and incrementality
Google Analytics 360 is integrating Meridian: Google's open-source marketing mix modelling solution: bringing advanced cross-channel budget forecasting into the GA360 surface. Luka Cempre, Brais Calvo Vázquez, Mehdi Oudjida, and Google Analytics all flagged the launch as a structurally significant move.
The pilot includes four new capabilities: Meridian-Powered Budgeting in Google Analytics 360 (advanced scenario and projection planning that forecasts the impact of budget shifts and optimises in-flight media); Data Manager in Google Analytics (a smooth, unified UI for connecting and troubleshooting first-party data and third-party platforms like Meta, TikTok, Snap, Reddit, and Pinterest); Enhanced Multi-Touch Attribution (now inclusive of third-party impression data from Meta, TikTok, Snap, and Pinterest); and Incremental Conversions Reporting (groundbreaking metrics that harmonise incrementality, MMM, and MTA into a single ROI view). Currently in pilot globally.
The structural significance: GA360 becomes a real measurement-and-budgeting surface rather than only a reporting layer, materially closing the gap between Google's measurement stack and the dedicated MMM vendors. Mehdi Oudjida's framing was direct: "It's hard not to think that this turns it into an MMM tool without TTP status": meaning enterprise measurement teams now have a sanctioned Google-native MMM path.
For you, this means GA360-using enterprise measurement teams should engage with the pilot waitlist immediately, while non-GA360 advertisers should evaluate whether the Meridian-in-GA360 capabilities justify the GA360 step-up cost. Particularly relevant for cross-channel performance accounts where the previous workflow has involved exporting data into a separate MMM platform.
Source captured . No explicit first-contributor label was provided for this update.
