It can be tough to evaluate your media strategy when key measurement tools — like real-time attribution, periodic incrementality tests, and media mix models (MMM) — conflict.

In this Ads Decoded episode, Ginny Marvin, Ads Product Liaison, sits down with John Chen, Senior Director of Product Management for Ads Measurement, to cut through the noise. They discuss building a measurement stack across attribution, incrementality, and MMM, capturing longer purchase journeys with Qualified Future Conversions, and why treating media spend like planting seeds beats short-term ROAS (return on ad spend) chasing.

And in a bonus episode, Patrick Gilbert and Nechama Teigman from AdVenture Media give an unvarnished look at implementing Meridian, Google’s open-source MMM. Discover how AI coding tools erase technical barriers, why data variance matters more than budget size, and how to plan your next strategic test.

Watch the full episode here and the companion episode here.