Google Analytics Annotations - the logbook that gives your data context
Data without context is just empty data. In other words, your data needs a concrete context if you're going to use it for analysis and execution. This is where Google Analytics Annotations come in.
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When was that again?
Have you ever wondered about changes in your traffic that you can't 100% explain - because "there hasn't been any updates from Google yet"?
But when you think about it, "there was actually a campaign running", AND "your website also had a little bump back in January/February (or was it March?)".
1) What are Google Analytics Annotations?
Annotations - or annotations in short - is a feature that allows you to 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 exact time period.
And I'm not kidding when I call it the "digital logbook". Because that's basically what it is - a logbook that gives context to your data. And who doesn't want to understand why their website is either performing really well or, conversely, really badly?
2) When do you need them?
- Marketing campaigns
- New content
- New layout design
- Algorithm updates
- Direct competitor offers
- General news
- Other things that can affect your traffic
3) Why you should start using annotations today
What may seem like small, quick changes can potentially make both appropriate and inappropriate fluctuations in your data. That's why it's also important to have an overview of the changes that can have an impact.
Even with big changes like launching a new website, most people think "I can't possibly forget that". But believe me, it is possible to forget the things that feel like big events or changes - especially if you have to look back years later and compare your data.
And yes, you can probably find that information elsewhere in your archives.
But who cares when you can have it ALL in one place - and get an overview at the same time?
4) View your data in retrospect
And the importance of contextualizing your data becomes especially relevant when you're comparing results next year. Because if there have been large fluctuations - either positive or negative, you want to be able to analyze or understand your company's growth or decline.
5) Use them actively as part of your reporting
As I've mentioned before, annotations are a great tool to give context to your data in retrospect.
But they can also be a great tool to remember to check for changes right now. Below is a small overview of examples of changes or additions that are worth annotating and what to look out for.
6) Examples of annotations and metrics you can keep an eye on
| Annotations | Metrics to keep an eye on |
|---|---|
| You have sent a campaign email: |
|
| Your website has been down for a certain period of time: |
|
| You've announced a brand new product: |
|
| Your business has either received a link from a national newspaper or been on TV (news, shows etc): |
|
| You are launching a new website: |
|
| Your direct competitor has big discounts on their site: |
|
| You have changed the tracking or contact form. |
|
7) So how do you make annotations in GA?
It's actually really, really simple - so simple that it makes almost no sense not to make them.
- Log in to your Google Analytics account.
- Select a report that shows a timeline.
Click the small arrow at the bottom and a small drop down will appear.
Click the plus in the right corner where it says "create new annotation".
Select the date you are making the change and make a short 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 that's when you should be able to go back and see what probably caused it.
Do you have access to the Google Analytics account?
So remember that unless you actively choose to make it private, your annotation will be visible to all users on your account
Want to put your data into context?
I hope you see the value in Annotations in Google Analytics. If you need help putting your data into context, contact Amplify at seo@amplify.dk today.
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