Steven Ye
Data Scientist Research at Google AIM-DS
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Geo experiment is a crucial, privacy-conscious option for measuring media effectiveness. Historically, two primary challenges have hindered the adoption of geo experiments: the high costs required to overcome large variance across geographical regions, and the unreliability of conventional analysis methods under real-world autocorrelation and non-stationary trends. To address these challenges, we introduce Meridian GeoX, Google’s open-source geo experiment framework. As a cornerstone of Google's modern measurement suite, Meridian GeoX is designed to standardize and optimize the end-to-end causal measurement lifecycle. The framework provides a unified suite of methodologies—including data-driven stratified sampling, advanced counterfactual models (Time-Based Regression, Synthetic Control, and Synthetic Difference-in-Differences), and a novel Design-Aware Placebo Inference engine. Extensive empirical benchmarking against industry alternatives demonstrates that Meridian GeoX delivers superior predictive accuracy, lowers Minimum Detectable Effects (MDE), and significantly reduces budget requirements. Furthermore, evaluations demonstrate that the framework's novel placebo inference maintains rigorous control over false positive rates while maximizing sensitivity under challenging conditions. By integrating seamlessly with the Meridian Marketing-Mix Model (MMM), this framework delivers a complete modern measurement solution. Ultimately, Meridian GeoX empowers advertisers with a powerful, cost-efficient, and methodologically robust solution for privacy-safe modern measurement, establishing a new industry standard for causal measurement and media effectiveness.
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