Google Meridian

Marketing Performance Management Software

Free planAPILinuxmacOSSelf-hostedWeb

7.5#1 of 23Freefree plan

Overview

Google Meridian is a free, open-source Bayesian marketing mix modeling library for estimating channel contribution and ROI, modeling response curves and planning budgets. It is designed to estimate causal marketing impact and incremental outcomes for treatment variables. Teams can use geo-level data for media effect estimates, incorporate business knowledge through priors, and include controls such as Google Query Volume. Meridian supports reach and frequency modeling for video and search query volume data to account for organic demand. Its budget optimization and scenario planning features help teams assess channel allocation. Meridian GeoX supports geo experiments whose results can be used to calibrate models; automated calibration and expanded model health diagnostics are also supported. The Scenario Planner notebook requires access to at least one trained model stored in Google Drive or Google Cloud Storage. Meridian Studio is a Google Cloud-powered enterprise platform for managing models, with capacity to run up to hundreds simultaneously. Google describes Meridian as intended for cross-functional measurement teams, including analysts, business users, data scientists and technical practitioners. Support includes community discussions and expert support through Discord, plus technical troubleshooting through GitHub.

Who it is for

It is intended for cross-functional measurement teams, including marketing analysts, business users, data scientists and technical practitioners. Users who want to plan budgets or analyze marketing effects using geo-level data may find its modeling capabilities relevant.

What is good

Open-source library with source code and methodology papers.
Supports budget optimization and scenario planning.
Geo experiment results can calibrate models.
Includes expanded model health diagnostics.

What to know first

Scenario Planner requires an accessible trained model.
Meridian Studio is a separate Google Cloud-powered enterprise platform.
Some workflows rely on Google Drive or Google Cloud Storage.

Verdict

Meridian combines marketing mix modeling, scenario planning and geo-experiment calibration in a free, open-source library. Users considering the Scenario Planner should first account for its trained-model storage requirement; teams seeking managed model workflows can consider Meridian Studio.

Google Meridian plans and pricing

All plans

Meridian Open-Source Free Free for anyone to use · Open-source MMM library developers.google.com · 29 Sept 2026

Compared on marketing performance management software

Free plan: Yesdevelopers.google.com
Budget planning: Yesdevelopers.google.com
Forecasting: Yesdevelopers.google.com
Scenario planning: Yesdevelopers.google.com
ROI reporting: Yesdevelopers.google.com
Currency support: multi_currencydevelopers.google.com

Facts

Product: Meridian is an open-source marketing mix modeling library for building, running, and analyzing Bayesian models with causal inference capabilities.developers.google.com · 28 Sept 2026
Budget planning: Meridian supports budget optimization and scenario planning to help teams assess marketing channel allocation.developers.google.com · 28 Sept 2026
Experiments: Meridian GeoX is an open-source solution for running geo experiments and using their results to calibrate marketing mix models.developers.google.com · 28 Sept 2026
Model features: Meridian supports reach and frequency modeling for video and search query volume data to control for organic demand.developers.google.com · 28 Sept 2026
Calibration: Meridian supports automated calibration using geo-experiment results and provides expanded model health diagnostics.developers.google.com · 28 Sept 2026
Scale: Meridian Studio is a Google Cloud powered enterprise platform that lets measurement teams run up to hundreds of models simultaneously.developers.google.com · 28 Sept 2026
Security: Google describes Meridian Studio as a secure, UI-based solution with a governed and automated workflow.developers.google.com · 28 Sept 2026
Integrations: Google's MMM Data Platform helps gather brand campaign data across Google Ads and Display & Video 360.developers.google.com · 28 Sept 2026
Model inputs: The Scenario Planner notebook expects a trained model stored in Google Drive or Google Cloud Storage that the notebook can access.developers.google.com · 28 Sept 2026
Support: Meridian offers community discussions and expert support through Discord, and technical troubleshooting through GitHub.developers.google.com · 28 Sept 2026
Audience: Google describes Meridian as designed for cross-functional measurement teams, including marketing analysts, business users, data scientists, and technical practitioners.developers.google.com · 28 Sept 2026
Open source: Google provides the Meridian source code and methodology papers to support transparency and user auditability.developers.google.com · 28 Sept 2026
Limit: Scenario Planner report generation assumes at least one trained model is available in accessible Google Drive or Google Cloud Storage.developers.google.com · 28 Sept 2026
What it does: Meridian is an open-source Bayesian marketing mix modeling framework for estimating channel ROI and contribution, modeling response curves, and planning budgets.developers.google.com · 29 Sept 2026
Causal measurement: The model is designed to estimate the causal impact of marketing and incremental outcomes for treatment variables.developers.google.com · 29 Sept 2026
Model inputs: The workflow uses a target KPI, media data for each marketing channel, and relevant control variables.developers.google.com · 29 Sept 2026
Customization: Users can incorporate business knowledge through priors and include control variables such as Google Query Volume.developers.google.com · 29 Sept 2026
Geo analysis: Meridian supports geo-level data for more granular insights and media effect estimation.developers.google.com · 29 Sept 2026
Reach and frequency: Meridian can model channels using reach and frequency data, and Google’s MMM Data Platform provides this data for YouTube.developers.google.com · 29 Sept 2026
Google data: Google’s MMM Data Platform helps users gather campaigns for their brands across Google Ads and Display & Video 360.developers.google.com · 29 Sept 2026
Geo experiments: Meridian GeoX is an open-source solution for running publisher-agnostic geo experiments and using their results to calibrate MMMs.developers.google.com · 29 Sept 2026
Budget planning: Meridian’s analysis supports interactive fixed or flexible budget optimization with configurable constraints.developers.google.com · 29 Sept 2026
Scenario Planner requirement: The Scenario Planner Colab expects at least one trained model stored in Google Drive or Google Cloud Storage accessible to the notebook.developers.google.com · 29 Sept 2026
Cloud enterprise option: Meridian Studio is described as a Google Cloud-powered enterprise platform for building, managing, and customizing Meridian models, with capacity to run up to hundreds of models simultaneously.developers.google.com · 29 Sept 2026
Support: The Meridian support page directs users to Discord for community support and GitHub for technical troubleshooting, feature requests, and bug reports.developers.google.com · 29 Sept 2026
Intended users: Google describes Meridian as designed for cross-functional measurement teams, with learning paths for marketing analysts, business users, data scientists, and technical practitioners.developers.google.com · 29 Sept 2026
Security: The Meridian Studio page describes its UI-based solution as secure and governed, but does not specify security certifications or compliance standards.developers.google.com · 29 Sept 2026