Enhanced budgeting tools in Google Analytics powered by Meridian

Harmonizes marketing mix modeling, multi-touch attribution, and incrementality tests

Key benefits

Unified measurement experience: Gain a consolidated, unbiased view of paid (Google and 3P media like Pinterest, Reddit, Snap, Tiktok, and more) and organic performance across all channels, including impressions, eliminating data silos to provide a single source of truth for your marketing.
True causal impact: Measure the real-world value of every dollar by triangulating channel performance across MMM, attribution, and incrementality.
Simplified data activation: Seamlessly connect and activate your first-party and third-party data (including Pinterest, Reddit, Snap and TikTok) through Data Manager available in Google Analytics.

Meridian-Powered Budgeting in Google Analytics 360: Advanced scenario and projection planning that allow you to forecast the impact of budget shifts and optimize in-flight media with precision.
Data Manager in Google Analytics: A smooth, unified UI for connecting and troubleshooting first-party data from across your ecosystem—including CRMs, and third-party platforms—enabling a comprehensive view of the consumer journey.
Enhanced Multi-Touch Attribution (MTA): Now inclusive of third-party impression data (eg. Meta, Tiktok, Snap and Pinterest), allowing for deeper cross-channel insights.
Incremental Conversions Reporting: A set of groundbreaking metrics that harmonize incrementality, MMM (Meridian), and Multi-Touch Attribution (MTA) to reflect a single view of ROI.