Google Meridian MMM measures your marketing investments to reveal which channels actually drive sales, helping you manage budgets for maximum profitability without waste. By unifying online and offline data in a single model, it lifts conversions, increases ROI, and gives your marketing team reliable growth strategies. This way, ad spend stops being a cost and becomes an investment that creates direct value.

Google Meridian is Google’s Marketing Mix Modeling (MMM) solution that analyzes the impact of each spend channel and enables more effective management of marketing budgets. 

Think With Google’s Nexon MMM case study shows brands achieved up to a 20% increase in incremental media contribution from Google media investments. With Meridian’s scenario planning and simulations, you can answer critical questions in advance—such as “If I shift 10% of my budget to YouTube, what happens to sales?”—and improve and optimize your marketing strategy by evaluating different recommendations.

How Does Google Meridian Work?

Data Sources

Google Meridian brings together all digital sources such as Google Ads, YouTube, Display, GA4, Meta, TikTok, Ordino Publications, Programmatic; and unifies them with offline activity (TV, radio, and in-store sales) data. 

Modeling Process

The collected data is processed with advanced statistical analyses, and each channel’s contribution to sales is clearly isolated. 

Scenarios & Simulation

Meridian shows not only current results but also future possibilities. 

Google Meridian vs Traditional Measurement Methods

Why Choose AnalyticaHouse with Google Meridian MMM?

AnalyticaHouse provides end-to-end support across all Google Meridian integration and optimization stages. We handle data collection, modeling, dashboard setup, and strategy development for you.

So you gain not just software, but a strategic partner that strengthens your marketing strategy. Working with AnalyticaHouse helps you raise ROI, reduce budget waste, and outpace competitors. You can contact us to request a proposal. 

Google Meridian MMM Success Stories with AnalyticaHouse

In AnalyticaHouse’s Google Meridian MMM case study, brands optimized budgets through scenario modeling to achieve up to 360% revenue uplift, 6× faster execution, and 7% higher modeling accuracy. Especially in multi-channel investments, the channels contributing most to sales were clearly identified.

These success stories prove that Google Meridian makes a difference not only in theory but also in real business outcomes. If you want to see similar results for your brand, get in contact with us now. 

Frequently Asked Questions (FAQ)

Is Google Meridian free?

No. Google Meridian MMM requires expert support during setup and use. AnalyticaHouse provides tailored integration and consulting aligned with each brand’s needs.

Which channels does Google MMM Meridian cover?

It covers the entire marketing mix, including digital ads (Google Ads, YouTube, Display) and offline channels such as television, radio, print media, and in-store sales.

What are the results of Google MMM case studies?

In examples shared on Google’s Think with Google, brands achieved up to a 20% increase in incremental media contribution. AnalyticaHouse shares similar success stories with its clients. 

AnalyticaHouse Google Meridian MMM Case Study

What does Google Meridian cost?

Google Meridian MMM does not have a fixed price. Costs vary by your data infrastructure, the number of marketing channels, and the scope of modeling. AnalyticaHouse prepares a tailored proposal for each brand, ensuring the return on your investment more than offsets the cost.

What data is required?

Meridian uses both online and offline data. Spend and performance data from digital channels like Google Ads, YouTube, and Display are combined with offline data such as television, radio, print media, and in-store sales. CRM data, promotions, and seasonality are also integrated into the model.

How are offline channels measured?

Google Meridian MMM treats TV and radio flighting, budget records, and sales periods as independent variables in the model. This makes the impact of offline investments comparable to digital channels, enabling brands to measure all investments at a glance.

How long does it take to see results?

The initial modeling and dashboard setup typically takes 6–8 weeks. After this, brands begin receiving the first optimization reports. In subsequent periods, the model is refreshed with current data for even more accurate forecasts.

How is the reliability of the MMM model ensured?

Meridian combines statistical methods with Google’s machine learning algorithms. The dataset is adjusted for external factors and seasonality. Model accuracy is measured with metrics such as MAPE (Mean Absolute Percentage Error) and is improved regularly.

How does Google’s MMM analyze the return on media investments?

The model mathematically isolates each channel’s contribution to sales. For example, if TV ads contribute 12% and YouTube campaigns 18%, these rates appear clearly in the outputs—making it easy to identify which channels generate higher ROI.

What role does machine learning play in Google’s MMM?

Machine learning is one of the most critical factors improving model accuracy. It imputes missing data, filters noise, and produces more realistic forward-looking scenarios. This gives businesses not only a view of the past but also dependable insights about the future.