Timeline

The Timeline explains spikes and drops. It holds the milestones your team adds (launch, budget change, promotion), the Daily result RelatorAI writes when the day closes, the events Relator records on its own, such as an alert triggered, a report sent and a source connected, and the account changes made in Meta Ads and Google Ads. Milestones also show as annotations on charts.

Before you start

• Each client has its own timeline. Enter the client and click Timeline in the sidebar, or use the Timeline tab on the Home.
• Everyone with access to the client sees the timeline, including the invited client. Adding, deleting and hiding entries requires being able to edit the client (agency team, or the client’s admins and editors).

Types of entry

• Manual milestone

  Who creates it

  You and your team

  What it shows

  Campaign launch, Budget change, Promotion, Website change or Other, with date and description

• Daily result (RelatorAI badge)

  Who creates it

  RelatorAI, when the day closes in the client’s time zone

  What it shows

  Improved, Worsened or Steady verdict, a summary and the numbers by source

• System event

  Who creates it

  Relator

  What it shows

  Alert triggered, Report sent, Source connected

• Account change

  Who creates it

  Relator, from the Meta Ads and Google Ads change history

  What it shows

  What changed (budget, bid, status, audience), the value before and after, the campaign or ad set and who changed it

Step by step: add a milestone

1. 1
   Step 1

   Open the Timeline

   In the sidebar, click Timeline. Entries show from newest to oldest.

   Illustrative screen

   Korra/Timeline

   Ask RelatorAIPT

   TimelineMilestones that explain changes in performance context.

   Add milestone1

   All (24)2

   Account changes (6)RelatorAI (13)Manual (5)

   • Daily result · Oct 62 surfaces improved, none worsened and 1 held steady against the previous 7-day average.

     ImprovedShow the numbers

     3
   • Black Friday — pre-sale startsPromotion · Oct 2 · 20% off on the site and extra budget on Meta.

     Promotion
   • 

     Alert triggered on Meta AdsSystem event · Oct 1 · Unusual spend

     Warning

   1. 1Add milestone opens the form.
   2. 2All, Account changes, RelatorAI and Manual filter, with counts.
   3. 3Show the numbers opens the Daily result details.

2. 2
   Step 2

   Click Add milestone

   The New milestone window opens.

3. 3
   Step 3

   Fill in the milestone

   Enter the Date it happened (it can be in the past), a short Title, the Type and, if you like, a Description.

   • Campaign launch: a new campaign went live.
   • Budget change: budget went up, down or was redistributed.
   • Promotion: discount, free shipping, a retail date.
   • Website change: new page, new checkout, tag change.
   • Other: any context that explains the numbers.
4. 4
   Step 4

   Save

   Click Save milestone. The milestone goes onto the timeline, the client’s Home and as an annotation on that day’s charts.

How to read the Daily result

Once the day closes in the client’s time zone and the day’s data arrives, RelatorAI compares each source (Meta Ads, Google Ads, GA4, Search Console) with the average of the previous 7 days. The numbers decide the verdict: a source improved if its main metric rose 10% or more, worsened if it fell 10% or more, and held steady in between. The day’s verdict follows the majority of sources. The AI only writes the summary, and the text is checked against the same numbers before it is saved.

Click Show the numbers to open the Daily numbers by surface table: the day’s value against the 7-day average, the change versus the previous day and the Top mover (the campaign, page or channel that moved the result most, always by name).

Account changes

With Meta Ads or Google Ads connected, Relator reads the account change history and adds to the timeline, on its own, what usually moves results: budget, bid, turning a campaign or ad set (ad group, on Google) on or off, the ad set audience and creating a campaign or ad set. Changes to ads, creatives, images, names and billing are left out so the list doesn’t turn into noise.

• Each card has the Account change badge with the platform, a title in the Type: before → after format (for example, Budget: R$ 300.00 → R$ 450.00), the level and name (campaign or ad set) and who made the change. When the change came from an automated rule, Advantage+ or a recommendation applied by the platform itself, it shows Change by the platform.
• Changes start showing from the day the account was connected. If the history is short, the panel says so: Changes from [date], when the account was connected.

Changes vs results

In the Account changes filter, a panel above the list crosses each change with what happened next, over the last 21 days:

• Chart: the daily metric (CPA, Leads, CTR or Spend, your choice) with the changes marked by number. A light band marks the 3 days after a change that made the metric worse. With Meta and Google connected, there is a platform selector.
• Table: Number, Change, Who, After (3 days) and Reading. The effect compares the average of the 3 days after the change with the 7 days before, at the same level where the change was made. The day of the change is left out of both windows.
• Reading: Better after this one or Worse after this one when the variation goes beyond the normal ups and downs of that metric; No effect when it doesn’t; Rose or Fell after this one for spend; Can’t be separated when another change to the same item falls in the same window; Waiting 3 days while the 3 days haven’t passed; No data when there isn’t enough baseline.
• Summary: one sentence with the biggest variation in the period and the Ask RelatorAI button, which takes the numbered list to the chat.

The same changes, with the same numbering, show as markers on the daily curve in Paid media. In a single-platform tab, only that platform’s changes appear.

Delete and hide

• Manual milestone: use Delete milestone on the card.
• Automatic entry (Daily result or system event): use Hide entry. It leaves the timeline for good.