What: Google added annotation cards in change history reports on Wednesday, allowing advertisers to better understand the impact specific changes have on their performance. The data will be shown on one screen, with Google Ads highlighting changes to audience list, optimization goal, and assets below the performance chart.

Why: As with all Google Ads updates, the aim is to make online advertising more efficient and scalable for every type of business. The update didn’t come out of the blue, as it follows the introduction of Google’s “See Explanations” button which appears whenever there’s a significant change in campaign performance. Both of these features will allow advertisers to keep on top of their campaigns and ensure their budget is being spent wisely.

The result: With the new annotations, advertisers will see a little triangle icon below the change history performance chart indicating an annotation. This will open a card that lists and links to the changes made over that specific time period, which will redirect them to the same section of the change history report showing clear data.