Sign in with Google Today, we are launching Meridian GeoX, Google’s new open source geo experimentation library, open and available to all marketers globally announced earlier this year at GML. Meridian GeoX enables marketers to drive real business growth through geo-based incrementality experiments that provide causal evidence to anchor your Marketing Mix Model and budget planning in proven, causal reality. Meridian GeoX introduces innovative, budget-efficient methodologies that enable reliable experiments across any advertising platform. Working seamlessly with Meridian, this launch integrates experiment results directly into your MMM model. This launch builds directly on the momentum of Google’s open-source Meridian ecosystem. In the 18 months since its debut, Meridian has surpassed one million GitHub downloads, proving the global demand for fully transparent, mathematically rigorous measurement that puts industry leading modern measurement in the hands of advertisers and certified partners.
A Continuation of the Causal Journey
Google didn’t just join the conversation on geo-based incrementality measurement. We pioneered it. Over a decade ago, our research teams published the foundational frameworks that first defined how to design and run statistically sound geo-experiments. Later, in 2017, we introduced the Time-Based Regression models that are widely considered the industry’s gold standard for measuring causal ad lift.
Meridian GeoX is the continuation of that gold standard, re-engineered for the modern, multi-platform era. Built directly from advertiser feedback, it takes Google’s decades of causal expertise and packages it into an open-source, cross-publisher causality tool.
The Causal Imperative: Beyond the Dashboard Illusion
Consumer journeys are complex, fragmented, and rapidly evolving. Marketers are constantly forced to make high-stakes budget decisions across a multitude of channels, from search and social to linear TV and retail media. Yet, identifying which of these touchpoints actually drove a sale, and which simply took credit for an organic conversion can be a challenge.
Click-based attribution tools consistently double-count conversions, leaving CMOs with green dashboards, but flat bottom lines. Relying on observational correlation methods to prove campaign ROI is no longer boardroom-defensible. Meridian GeoX solves this problem by providing a privacy-durable and publisher agnostic incrementality solution that measures online, offline, and omnichannel sales. Marketers can run independent experiments using our standalone Meridian GeoX library or directly incorporate incrementality results directly into their MMM models.
Meridian GeoX is our new hero solution for cross-publisher incrementality measurement that seamlessly calibrates MMM to boost model accuracy. It provides data science and marketing teams with a mathematically rigorous, publisher-agnostic framework to isolate the true causal impact of their ad spend across any channel.
We’re only getting started with this Meridian GeoX journey, and we are excited to continuously develop new, open-source features that meet the needs of marketers and partners globally.
To read our newly published Meridian GeoX Technical Whitepaper on Google Research, run our interactive Colab notebooks, and audit the codebase, visit developers.google.com/meridian/geox.
