Google Ads: Attribution, incrementality & MMM: The modern measurement trifecta

Navigating media measurement today can feel complex and overwhelming. However, learning how to calibrate attribution, incrementality, and MMMs powers both sides of your marketing: giving you a complete picture of performance while fueling your AI-powered campaigns.

And it’s possible even if you don’t have a dedicated data science team on hand.

Join Google’s Ads Product Liaison Ginny Marvin as she sits down with Senior Director of Product Management John Chen to discuss the distinct roles of attribution, incrementality, and media mix modeling, bust the single North Star myth, and explore new tools like open-source Meridian and Qualified Future Conversions.

1:00 - Introduction: Why Google Ads measurement is getting both easier and harder in the AI era
2:05 - The measurement toolkit: Breaking down the distinct purposes of attribution, incrementality, and MMMs across your marketing stack
4:35 - Triangulating your reporting: How to balance real-time attribution for daily tactical tweaks, incrementality tests for periodic causality checks, and MMM for big-picture strategy.
5:30 - Data Strength as fuel: Why sharing high-quality first-party data is essential for teaching AI what a valuable customer looks like
9:03 - Qualified Future Conversions: Solving the lookback window problem to properly credit purchases with long consideration cycles
11:24 - Making MMM more accessible: How open-source tools like Meridian make mix modeling available to marketing teams without heavy technical overhead
15:55 - Resolving the data tug-of-war: What to do when your attribution reports and incrementality experiments show conflicting numbers
18:40 - Measuring non-click touchpoints: Evaluating top-of-funnel channels like YouTube without over-crediting the final click
23:23 - Talking to stakeholders: How to explain the value of holistic measurement to clients focused on 1:1 last-click ROAS
27:30 - The action plan: Ginny's round-up of key action items from this episode

Check out the video series Ginny mentions to help you get started with Meridian here: https://www.youtube.com/playlist?list=PLI5YfMzCfRtYvZ9AYp1wrtBM4apIsDc1i

Want Ginny’s key takeaways and tips from this conversation? Subscribe to the Ads Decoded newsletter: https://goo.gle/3NO45ZW.

Find Ginny at linkedin.com/in/ginnymarvin and @adsliaison on X.

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