In simple English
This tool helps you figure out which advertising channels actually bring in money. You feed it your past spending data and sales numbers. It runs math models to show your return on investment. Without using tracking cookies or personal user data, it keeps privacy safe. It is free to download, but you need a strong computer with a graphics card to run the calculations.
What it is
Meridian is an open-source marketing mix modeling framework designed by Google. It uses statistical calculations called Bayesian causal inference to estimate how different ad campaigns affect sales.
What it is good for
Solo founders and marketers who want to build their own in-house analytics models instead of paying expensive agencies for media planning.
- Built and maintained by Google with detailed documentation and tutorial notebooks.
- Processes large amounts of regional sales data without relying on user tracking cookies.
- Provides built-in tools for planning future advertising budgets and scenario testing.
- Requires Python 3.11 to 3.13 and a dedicated graphics card with at least 16 GB of memory for reasonable speeds.
- Heavy mathematical calculations mean training models can take a significant amount of computer time.
- Code contributions from outside developers are rarely merged because the project links to internal Google systems.
expensive marketing agency reports and manual spreadsheet calculations for ad spend
Google Colab for running test notebooks and interactive budget planning
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python -m venv venv source venv/bin/activate pip install --upgrade google-meridian