You wouldn’t start a road trip without checking traffic first.
Predict first, spend later: Google’s Meridian MMM tool now includes a Scenario Planner that maps your budget to real-time ROI estimates by channel before you spend a dollar.
Scenario Planner sits on top of Meridian, Google’s open-source MMM tool, and converts your budget inputs into real-time ROI estimates by channel.
Why we care: Around 40% of marketers say they struggle to connect measurement outputs to real business decisions. Scenario Planner closes that gap without needing a single line of code.
By the way, your ROAS target isn’t a spending cap… and that’s the problem: A deep dive into goal-based bidding overspend explains why.
Target ROAS and Target CPA are optimization signals. The platform will spend more if it thinks doing so helps hit your goal.
The culprits are usually:
- High CPCs relative to your daily budget.
- Inflated or inconsistent conversion values.
- Too many primary conversion actions causing double-counting.
To fix it, right-size your budgets, audit your conversion tracking, and consider ad scheduling to reduce volatility without killing automation.
Garbage in, garbage out. Fix the inputs, and your bids stop misfiring.
