Google Offers New Planner Element in its Meridian Toolbox

Social Media Today

by Andrew Hutchinson

February 19, 2026

AI-Generated Deep Dive Summary

Google has introduced a new Scenario Planner tool as part of its Meridian marketing measurement platform, marking a significant advancement for marketers and developers looking to enhance campaign planning and measurement. This user-friendly interface allows users to experiment with different budget scenarios and receive real-time ROI estimates without requiring coding knowledge. By leveraging Google’s predictive analytics and vast data sources, the tool aims to help marketers develop more accurate forecasts for campaign performance, enabling better-informed decision-making. The Scenario Planner is designed to address a key challenge faced by many marketing teams: connecting marketing mix modeling (MMM) outputs to actionable business decisions. Traditionally, MMM has been complex and often inaccessible to non-technical users, limiting its practical application in strategic planning. With the introduction of Scenario Planner, Google seeks to simplify this process, making it easier for marketers to visualize and experiment with budget allocations across channels. This tool provides a collaborative approach to campaign measurement, shifting focus from retrospective analysis to proactive planning. While the accuracy of predictions remains variable due to the inherent unpredictability of market dynamics, the tool’s integration with Google’s extensive data sources significantly enhances its potential for delivering valuable insights. For instance, Scenario Planner offers channel-specific ROI estimates, allowing marketers to fine-tune their strategies based on detailed breakdowns. This feature is particularly useful for organizations struggling to align MMM outputs with real-world

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Originally published on Social Media Today on 2/19/2026