Google Ads has introduced two different metrics: Search terms match type and Search terms match type (Keywords). These terms now map to distinct UI sections.
Search terms match type (Keywords) corresponds to segmentation in the Keywords tab, as clarified by Google’s Ads Liaison Ginny Marvin. In contrast, the newly added Search terms match type aligns with the Match type column within the Search terms tab.
The distinction was necessary to better delineate where the metrics are pulled from in the interface, according to Marvin. Although the current setup might require users to include the Search term column to fully utilize all match types in Report Editor, improvements are underway to extend functionality without this requirement.
This update aims to clearly separate how these match types are tracked and reported within the Google Ads platform, enhancing the clarity of data presented to advertisers.
This update was shared by Mike Ryan and Barry Schwartz.