The PPC marketer’s guide to Google’s Meridian
Traditional marketing mix models struggle with paid search. Google's Meridian uses geo-level data and search signals to address blind spots.
Topic: Marketing mix modeling
The collapse of attribution
AI search is breaking click-based attribution. Here’s how to measure visibility, demand and business impact.
How to use multiple MMMs to make better paid media decisions
Compare MMM outputs to expose hidden assumptions, surface uncertainty, and identify which budget decisions need further testing.
Google expands Data Manager and Meridian measurement tools
Google is rolling out new data tools to help marketers better understand what drives growth and where to invest.
Your paid media ROAS isn’t 5x. Or 2x.
Your platform claims the sale, your backend gives credit elsewhere, and neither can tell you if the ad caused it. Incrementality does.
The $113,000 paid search test: How much traffic did organic replace?
Paid search looked valuable in the channel report. A 13-week test revealed how much of that value the business actually needed to buy.
Why separating brand and non-brand campaigns improves ROAS
Strong ROAS can mask where your budget goes. Here's how separating brand campaigns drives revenue growth and new customer acquisition.
Google Ads rolls out video campaign groups globally
Google launched video campaign groups, allowing advertisers to optimize YouTube reach and frequency across multiple campaigns.
How ad platforms count and report conversions differently
Your ad platforms don't have to agree to be useful. Learn what different attribution methods are actually telling you.
Why marketing mix modeling is still hard to get right
Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise.
Why some channels reward breadth and others require commitment
Small-budget tests can mislead you. Learn how response curves affect channel evaluation, budget allocation, and growth decisions.
Why your B2B PPC metrics may be lying to you
More conversions and higher ROAS don’t always translate to more pipeline or revenue. Here’s how to measure incremental value more accurately.
Google brings Meridian marketing mix modeling into Analytics 360
Google is integrating Meridian into Analytics 360 and launching predictive conversion metric to help advertisers with media mix decisions.
Google Marketing Live 2026: Everything you need to know
GML 2026 showcased how Gemini is transforming Search, advertising, commerce and measurement into a more conversational, AI-driven ecosystem.
Google rolls out new data, experimentation and MMM tools to improve measurement
Google is rolling out new measurement tools to help advertisers better connect data, prove impact and make smarter decisions.
How to take your marketing measurement from crawl to sprint
Outdated tracking can’t keep up with privacy changes. Unify first-party data, attribution, MMM, and incrementality to measure real impact.
30-day vs. 7-day attribution in Google Ads: What the shorter window revealed
Overlapping attribution can inflate channel performance. Learn how tightening the window reduced overlap and increased ROAS 62%.
The marketing measurement flywheel: A 4-step framework for proving impact
Learn how to connect platform ROAS, CRM data, incrementality testing, and marginal ROAS in a continuous marketing measurement cycle.
Google launches no-code Scenario Planner built on Meridian MMM
Google’s Scenario Planner gives you a no-code way to turn Marketing Mix Model insights into actionable budget and ROI decisions.
3 PPC myths you can’t afford to carry into 2026
AI targeting, creative scale, and MMM promised efficiency but often delivered waste. Here’s how to reset PPC priorities for 2026.
Not all MMM tools are equal: Meridian, Robyn, Orbit, and Prophet explained
These open-source MMM tools solve different measurement problems, from budget optimization to forecasting and preprocessing.
How Bayesian testing lets Google measure incrementality with $5,000
What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better decisions.
Why click-based attribution shouldn’t anchor executive dashboards
Click metrics tell part of the story, but overreliance skews budgets and strategy. Build PPC measurement frameworks tied to real outcomes.
How to use proxy metrics to speed up optimization in complex B2B journeys
Use high-fidelity micro-conversions to tighten feedback loops, sharpen bidding, and keep long-cycle campaigns from drifting off course.
Google makes incrementality testing easier, cheaper, and faster
Google is lowering the cost of incrementality testing helping marketers of all sizes measure and prove the true impact of their ads.
Why your SEO and PPC teams need shared standards to unlock mutual gains
Mutualism between SEO and PPC lowers costs, speeds insights, and builds sustainable visibility across organic and paid search channels.
How to avoid marketing mix modeling mistakes that derail results
MMM is only as good as its data and assumptions. Avoid common modeling pitfalls and turn your analysis into real business impact.
Why incrementality is the only metric that proves marketing’s real impact
Every channel claims credit. Incrementality testing reveals what really drove growth – and what just took credit for it.
Privacy-led marketing: How to build trust and win in a cookieless era
Future-proof your marketing strategy. Learn how privacy-led marketing balances compliance, customer trust, and performance in a post-cookie world.
Google adds ROI insights to Meridian marketing mix model
You can now factor in pricing, promotions, and long-term effects as Google’s Meridian evolves into a smarter tool for budget decisions.
The end of easy PPC attribution – and what to do next
Cookies are disappearing and tracking is fractured. Here’s how to rebuild PPC attribution so you can see what’s really working.
3 ways to make sense of YouTube’s messy attribution
Attribution on YouTube is complicated, but not impossible. Track real impact with smarter data, proxy metrics, and a multi-source strategy.
Marketing results don’t add. They multiply and synergize.
Traditional metrics can’t capture how campaigns interact. Test for multiplicative and synergistic effects and rethink paid media measurement.
MTA vs. MMM: Which marketing attribution model is right for you?
Not sure how to measure your marketing impact? Unpack the differences of multi-touch attribution and marketing mix modeling.
Marketing attribution models: The pros and cons
Your ad spend deserves better tracking. Compare different attribution models and learn how to maximize ROI across platforms.
Avinash Kaushik shares secret sauce for measuring Super Bowl ads
Super Bowl ads may be big-budget, but the strategies to measure success apply to marketers of all kinds. Discover how.
Google opens Meridian, its marketing measurement tool, to all users
Google's marketing mix model, Meridian, promises to help advertisers better measure their marketing impact across channels.
Why marketing mix modeling is crucial in 2025 and beyond
Marketing mix modeling is key to achieving marketing efficiency. Learn its benefits for ROI, channel synergy and data-driven decisions.
How to create a roadmap for your PPC clients
Learn the six stages to building a PPC roadmap that delivers business outcomes, from setting goals to scaling and continuous optimization.
Thanks, Google – but we’re keeping these 5 post-cookie initiatives
Google is letting cookies live a little longer. But they should not be an integral part of your long-term strategy. Here's why.