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Clicking on any Visibility Score trend shows a detailed explanation of what affected its value in the selected timeframe.
Unlike the performance-related changes that are reflected in the Visibility Score change (+/- %) values shown in the top-stats or the groups sidebar, the non-performance ones only affect its graph.
These are caused by the keyword list being modified and not the website performing differently.
Considering that the Visibility Score is an impression share, any changes in the total search volume of the keywords list would be affecting its value, thus the need to separate them from the performance-related changes.
Since these changes are only visible on charts, automatic annotations are placed on the graph when keywords have been added/deleted or there have been Ads keyword re-aggregations
To improve transparency, we’ve developed a feature that allows you to see all of the changes that happened in the keyword list. It also shows their impact on the entire search volume of the list and, therefore, on the Visibility Score graphs.