Another important update from Google at Google Marketing Live: unified measurement is getting a major upgrade.
Meridian, Google’s open-source Marketing Mix Model, is coming to Google Analytics 360.
This gives marketers a more complete way to connect data, measure impact, and forecast results.
Key updates:
Unified insights
Combine first-party data, cross-channel performance, and media signals in one place
Causal measurement
Identify exactly which channels and tactics are driving business outcomes
Predictive forecasting
Model future scenarios to guide budget and investment decisions
Qualified Future Conversions (QFCs)
New Google Ads signals powered by Gemini
Connect upper-funnel activity to future sales using indicators like branded search growth
Help uncover revenue that traditional attribution may miss
Meridian + QFC integration
Predictive signals will eventually feed into Meridian to improve Marketing Mix Model accuracy
