Saturday 24 Oct, 2026

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2 Gold: Google

  Google logo, Gold Sponsor of MeasureCamp Spain Madrid 2026 Gold Sponsor badge for MeasureCamp Spain Madrid 2026

Measurement, analytics and decisions that move business.

Continuing a high-impact partnership. Google returns as a Gold Sponsor for MeasureCamp Spain Madrid 2026, reinforcing its commitment to the analytics community with a sharp focus on modern measurement, incrementality, and open-source frameworks.

Google organizes the world’s information and makes it universally accessible and useful. For the MeasureCamp Spain community, Google is also highly relevant through the lens of digital measurement, marketing analytics and the evolution of solutions such as Google Analytics, Firebase, Meridian MMM, incrementality and Meridian GeoX.

Google’s participation as a Gold Sponsor connects directly with a community interested in measurement, experimentation, media impact, privacy, analytics maturity and data-informed decision-making. For analysts, marketers, product teams and data practitioners, this is a chance to connect the tools and frameworks of modern measurement with practical business questions.

Think with Google

Why this matters for the MeasureCamp community

Marketing analytics

Google’s measurement ecosystem is central to many conversations around campaign performance, user behaviour, app measurement and digital marketing effectiveness.

Incrementality

For teams asking what really caused growth, incrementality and experimentation help move beyond reporting toward stronger evidence and better decisions.

MMM and media impact

Meridian and Meridian GeoX bring marketing mix modelling, media impact measurement and geo experiments closer to practical analytics and budget decisions.

Meridian GeoX: geo experiments for modern measurement

Meridian GeoX is a new feature in Meridian for launching geo experiments. It is designed as a global, open-source incrementality solution that helps teams run transparent, cost-effective and publisher-agnostic geo experiments. These causal experiments can help anchor marketing strategy and calibrate marketing mix models.

For MeasureCamp Spain attendees, Meridian GeoX is a strong technical topic because it connects several questions that matter to analytics and marketing teams: how to measure media impact, how to test incrementality, how to design reliable experiments and how to bring experimental results back into MMM for better budget allocation.

Cost-effective tests

GeoX supports more efficient test design, including methodologies that can improve statistical power and help teams compare treatments with a common control.

Transparent methodology

Because the solution is open source, teams can inspect, adapt and understand the underlying methodology instead of treating incrementality as a black box.

MMM calibration

Geo experiment results can be used as priors to calibrate Meridian MMM, helping teams connect experiments, models and media budget allocation.

Explore Meridian GeoX

Meridian resources for practitioners

Google also provides practical Meridian resources for people who want to learn by exploring real workflows. The Meridian Scenario Planner Beta demo is available as a Colab and on GitHub, helping teams understand how a trained Meridian model can support scenario planning and generate an interactive Looker Studio dashboard.

Open Meridian Colab View on GitHub

The Unconference Discussion

Google’s evolving ecosystem sets the stage for high-value sessions in Madrid. Beyond everyday tracking, attendees will tackle complex measurement engineering: bridging GA4 and Firebase data, validating media impact through Meridian MMM, and using open-source geo experiments to prove real incremental value. Bring your real-world architecture, test results, and hard questions to the board.

Connect with Google

Frequently Asked Questions: Modern Measurement & Google

Q: Why is Google focusing heavily on open-source measurement like Meridian MMM and GeoX?

As privacy changes shift the analytics landscape, relying purely on single-touch attribution is no longer enough. Google’s open-source frameworks like Meridian MMM and Meridian GeoX give teams transparent, code-auditable, and privacy-safe tools to measure true cross-channel impact without relying on black-box modeling.

Q: What is the biggest practical usefulness of the Meridian Scenario Planner?

The core value of the Meridian Scenario Planner is converting historical statistical outputs into forward-looking budget decisions. Rather than looking backward, teams can run interactive simulation scenarios to pinpoint channel saturation, model marginal ROI (mROI), and optimize multi-channel spend allocations under realistic business constraints.

Q: How do Meridian GeoX experiments complement Google Analytics 4 and Firebase data?

While Google Analytics 4 and Firebase capture granular digital and app user behaviors, geo-experiments isolate actual causal incrementality. Meridian GeoX runs publisher-agnostic geo-tests, allowing teams to use real lift experiment outputs to continuously calibrate their higher-level Marketing Mix Models.

Q: How can practitioners start exploring these frameworks today?

Google makes these workflows accessible via open Google Colab notebooks and public GitHub repositories. Practitioners can evaluate sample data sets, build scenario reports, and bring their hands-on findings to discuss live at MeasureCamp Spain Madrid 2026.

Website: https://marketingplatform.google.com/about/analytics/

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