Google Updates Ad Campaign Performance Insights

09/30/25
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of Google Enhances Meridian MMM and Performance Max Reporting for Better Ad Insights

Google’s Meridian marketing mix model (MMM) now includes non-media variables like pricing and promotions to better measure sales impact. The update adds enhanced features such as channel-level contribution priors and longer-term brand recall effects for smarter ad optimization. Additionally, the Performance Max campaigns reporting has been expanded with new segmentation options, enabling advertisers to better analyze asset performance by device, time, and conversions.

Optimixed’s Overview: Advanced Data Enhancements Empower Smarter Ad Campaign Decisions

Enhanced Marketing Mix Modeling with Meridian

Google’s latest updates to the Meridian MMM tool significantly improve advertisers’ ability to understand the multifaceted impact of their marketing efforts. By allowing the inclusion of non-media inputs such as pricing and promotions, marketers gain a more holistic view of sales drivers beyond traditional ad channels.

  • Customizable parameters: Advertisers can tailor inputs to reflect unique business factors for more precise measurement.
  • Channel-level priors: Incorporate business insights to guide modeling and yield actionable data.
  • Brand recall optimization: Utilize enhanced adstock decay functions to capture longer-term effects of brand influence on purchase behavior.
  • Marginal ROI insights: Prioritize budget allocation by identifying where incremental spend will generate the greatest returns.

Improved Reporting for AI-driven Performance Max Campaigns

Alongside MMM enhancements, Google has upgraded Performance Max campaign reporting by introducing detailed segmentation capabilities. Advertisers can now dissect asset performance by:

  • Device type
  • Time periods
  • Conversion actions
  • Networks

This granular insight enables more effective optimization of asset mix and better understanding of how campaigns drive conversions across different contexts.

Overall, these advancements provide marketers with deeper, data-driven insights to refine their ad strategies and maximize return on investment.