Google Analytics 360 Adds Meridian MMM and Gemini‑Powered QFCs
Enable the new Meridian MMM in GA360 and configure QFCs to link upper‑funnel spend to future sales.
Enable the Meridian MMM feature in GA360 and set up QFCs for your campaigns to start measuring causal performance.
Summary
Google Analytics 360 now ships with Meridian, an open‑source Marketing Mix Model that brings together first‑party and cross‑channel data in a single view.
The new MMM lets you measure causal performance, proving which media channels drive results, and it includes forecasting tools that generate predictive scenarios for smarter budget allocation.
In addition, Google Ads has added Qualified Future Conversions (QFCs) powered by Gemini, which use signals such as brand searches to link upper‑funnel spend to future sales.
These QFC signals will eventually feed into Meridian, further tightening the accuracy of the mix model.
Together, the updates give marketers a unified, data‑driven way to understand what’s working and to invest more confidently in the next campaign.
The QFC feature is available immediately for GA360 users and can be enabled per campaign.
By integrating QFCs with Meridian, analysts can refine attribution models and forecast ROI with higher precision.
Key changes
- Meridian MMM integrated into GA360
- Unifies first‑party and cross‑channel data in one view
- Measures causal performance to prove media mix effectiveness
- Forecasts outcomes using predictive scenarios
- Introduces QFC signals powered by Gemini linking upper‑funnel spend to future sales via brand searches
- QFCs will integrate with Meridian for refined MMM accuracy
- Provides timely insights for media mix optimization
- Future integration of predictive signals into Meridian