Google Analytics allows users to add Annotations in the report

Why annotations matter for marketers

Have you ever looked at a big jump in website visitors and thought, “What caused that?” Or had someone ask about a drop in sales from three months ago that nobody remembers?

Google Analytics has fixed this common problem with their new notes feature (called “annotations”). Now you can stick notes right on your charts to explain what happened on any day.

What are Google Analytics annotations?

Annotations are simple notes you can add to any line graph in your Google Analytics reports. They appear as small markers on your graphs that, when clicked, reveal information you’ve added about that specific date or date range.

These annotations are visible across all reports with line graphs, creating a consistent story throughout your analytics account.

How to create annotation in Google Analytics

Adding annotations is surprisingly simple:

1. Open any report in Google Analytics
2. Right-click on a data point in any line graph
3. Select “Add annotation”
4. Enter your details:
   • Title (keep it short – 60 letters max)
   • Description (150 letters max)
   • Date or date range
   • Color (helpful to group different types of notes)
5. Click “Create annotation”

Viewing and managing Your Annotations

Viewing Annotation details in reports

Once you’ve created an annotation, you’ll notice a small icon appears below the line graph. This visual indicator makes it easy to spot dates with additional context. You have two ways to access the information:

• Quick View: Simply hover your mouse over the annotation icon to see a preview card with all the details you’ve added
• Detailed View: Click directly on the annotation icon to open the full “Annotations Viewer” panel for a more comprehensive look

Accessing all annotations for your property

Need to see all annotations in one place? Google Analytics makes this simple:

1. Click the Admin section in the left navigation
2. Under “Data display”, select “Annotations”
3. View a complete list of all annotations across your property

This centralized view is particularly useful for:

• Auditing historical annotations
• Finding patterns in your team’s documentation
• Ensuring consistency in how events are recorded

Depending on your access permissions, you’ll also be able to create, edit, delete, or export annotations directly from this Admin section.

Customising your annotation experience

Google Analytics allows you to personalize how annotations appear in your reports:

1. Open the “Annotations Viewer” panel by clicking any annotation icon
2. Look for the “Annotations Settings” section at the bottom left
3. Use the toggle to hide or show all annotations and annotation bars for date ranges

This setting applies globally to all your annotations, giving you control over your visual experience when analyzing data.

System-generated annotations: An extra layer of insight

In addition to annotations your team creates, Google Analytics itself may occasionally add system annotations. These appear when significant data-impacting events occur that might affect your analysis.

System annotations look similar to user-created ones but with a distinct icon. While you can’t edit or delete these system annotations, they provide valuable context about potential data anomalies or processing changes.

To view details about a system annotation, simply hover your cursor over the system annotation icon to see what Google Analytics wants you to know about that particular date.

Smart ways to use annotations

• Mark the start and end dates of marketing campaigns
• Note website updates or technical issues
• Highlight seasonal events affecting traffic
• Document algorithm changes
• Record team observations about unusual patterns
• Flag data collection issues that might skew results
• Note when tracking code was modified
• Highlight when new goals or events were configured
• Document budget changes that affected advertising spend

Integrating annotations with Marketing workflow

To maximise the value of annotations, consider these workflow enhancements:

1. Campaign Planning: Pre-create annotations for upcoming campaign launches
2. Weekly Reviews: Schedule time to add annotations for any notable events from the past week
3. Team Handoffs: Include annotation reviews when transferring projects between team members
4. Reporting Cycles: Reference relevant annotations when preparing monthly or quarterly reports
5. Performance Analysis: Use annotations to identify which marketing activities drive the best results

The Bottom Line

This seemingly simple feature addresses one of the biggest challenges in analytics: maintaining context over time. By implementing annotations consistently, you’ll create a more valuable analytics environment that tells the complete story behind your numbers.

The ability to document events directly within your analytics interface eliminates the need for separate spreadsheets or documents tracking marketing activities. Everything is now connected directly to your data where it belongs.