In the AI era, data is your fuel for growth. But beyond a strong foundation, you need tools that leverage that data to give you a complete picture of performance and easy ways to take action.

That’s why we’re bringing Meridian — our open-source Marketing Mix Model — into Google Analytics 360. Soon, you’ll be able to:

• Unify your insights: Bring together your first-party, cross-channel data and metrics signals in one place.
• Pinpoint what’s working: Measure causal performance to prove exactly what is driving your business and optimize your media mix.
• Forecast outcomes: Use predictive scenarios to guide smarter investments.

Beyond data unification, new signals in Google Ads provide timely insights. Powered by Gemini, Qualified Future Conversions (QFCs) link upper-funnel spend to future sales via signals like brand searches, helping you uncover missed revenue. These predictive signals will eventually integrate with Meridian to further refine your MMM accuracy.

These updates are built to help you understand what’s working and invest more confidently in what’s next.