Google Analytics Annotations – the logbook that provides context for your data
Data without context is just empty data. In other words, your data needs to have a specific context if you’re going to use it for analysis and action. And that’s where Google Analytics Annotations come into play.
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When was that, again?
Have you ever wondered about changes in your traffic that you can't fully explain—because "there haven't been any updates from Google, as far as you know"?
But when you stop and think about it, “there actually was a campaign going on,” AND “your website also had a bit of a slump back in January/February (or was it March?)”.
1) What are Google Analytics Annotations?
Annotations—in short—are a feature that lets you note changes or additions to your website directly in your Google Analytics report. If there are notable fluctuations—whether positive or negative—you’ll be able to quickly see what actually happened on the page during that specific time period.
And I’m not joking when I call it the“digital logbook.” Because that’s basically what it is— a logbook that provides context for your data. And who wouldn’t want to understand why their website is either performing really well or, on the contrary, really poorly?
2) When should you use them?
- Marketing Campaigns
- New content
- New Layout Design
- Algorithm Updates
- Offers from direct competitors
- General News
- Other factors that may affect your traffic
3) That's why you should start using annotations today
What may seem like small, quick changes can potentially cause both desirable and undesirable fluctuations in your data. That is why it is also important to have an overview of the changes that may have an impact.
Even when it comes to major changes, such as launching a new website, most people think,“There’s no way I could forget that.” But believe me, it is possible to forget things that feel like major events or changes—especially if you have to look back several years later and compare your data.
And yes, you could probably find that information somewhere else in your records.
But who wants to go through all that trouble when you can gather EVERYTHING in one place—and get the big picture at the same time?
4) Look at your data in retrospect
And the importance of putting your data into context becomes particularly relevant when you sit down next year to compare results. Because if there have been significant fluctuations—whether positive or negative—you’ll want to be able to analyze and understand your company’s growth or decline.
5) Actively use them as part of your reporting
As I mentioned earlier, annotations are an excellent tool for providing context to your dataset in retrospect.
But they can also be useful tools for reminding you to check for changes right here and now. Below, I’ve put together a brief overview of examples of changes or additions worth noting, as well as the things you should keep an eye out for.
6) Examples of annotations and measurements to look out for
| Annotations | Metrics to Keep an Eye On |
|---|---|
| You have sent an email campaign: |
|
| Your website has been down for a certain period of time: |
|
| You've announced a brand-new product: |
|
| Your company has either received a link from a national newspaper or been featured on TV (news, shows, etc.): |
|
| You're launching a new website: |
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| Your direct competitor offers significant discounts on its website: |
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| You have made changes to the tracking or contact form. |
|
7) SO, how do you create annotations in GA?
It's actually really, really simple—so simple that it almost doesn't make sense not to make them.
- Sign in to your Google Analytics account.
- Select a report that displays a timeline.
Click the small arrow at the bottom to bring up a small drop-down menu.
Click the plus sign in the right-hand corner that says “Create New Annotation.”
Select the date on which you are making the change and provide a brief and precise description of the change.
As you can see from the graph in the example, there was an increase between June and July. And this is exactly where you’d want to be able to go back and see what likely caused it.
Do several of you have access to the Google Analytics account?
Keep in mind that unless you actively choose to make it private, your annotation will be visible to all users on your account
Would you like to put your data into context?
I hope you can see the value of Annotations in Google Analytics. If you need help putting your data into context, contact Amplify at seo@amplify.dk today.
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