Turn data into decisions with unified measurement.

Source: Google Date: 2026-05-20 URL: https://blog.google/products/marketingplatform/analytics/meridian-google-analytics-360/

Summary

Google is integrating Meridian — its open-source marketing mix model — directly into Google Analytics 360, alongside a new Qualified Future Conversions (QFC) feature powered by Gemini. The unified platform consolidates first-party and cross-channel data, provides causal attribution for media spend, and adds scenario modeling for forecasting. QFC connects upper-funnel ad spend to projected future revenue via brand search signals and will eventually feed accuracy improvements back into Meridian.

Implications

• AI ecosystem / power dynamics: Meridian was released as open-source in 2024; pulling it into Analytics 360 as a managed, Gemini-integrated service completes the enclosure. Google now controls the measurement methodology and the ad platform being measured — a structural conflict of interest that is nonetheless likely to see widespread adoption because the integration is genuinely convenient.
• AI ecosystem / power dynamics: QFC as a feature — projecting future revenue from current ad signals — is Google extending its model of advertiser value further into the future. Advertisers who trust QFC hand Google more influence over how they allocate budget, deepening platform lock-in under the framing of better ROI measurement.
• Agentic engineering: The Ask Advisor agent (announced at the same Marketing Live event) is the intended query interface for this unified data. The measurement stack and the agent are co-designed — a pattern worth watching as an architectural template for analytics + agent integration.