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Attributes Available for Google Ads in Rule Engine Campaign Search Term Scope

The Campaign Search Term scope in Rule Engine lets you build rules at the search term level within a campaign. This article lists every attribute and metric available in this scope.

Written by Anshika Srivastava

Attributes

Attributes describe properties of the search term or the campaign it belongs to. These are used to identify, filter, or segment search terms within your rules.

  • Campaign Name: The name of the campaign the search term belongs to.

  • Search Term: The actual query typed by a user that triggered your ad.

  • Match Type: The keyword match type that caused the search term to trigger your ad (e.g., broad, phrase, exact).

  • Source: The source of the search term data.

  • Campaign ID: The unique identifier of the campaign in Google Ads.

  • Search Term exists as a keyword in Campaign: Returns true if the search term is already added as a keyword within the campaign.

  • Search Term exists as keyword in Account: Returns true if the search term is already added as a keyword anywhere in the account.

  • Search Term exists as a negative keyword at Campaign Level: Returns true if the search term is already added as a negative keyword at the campaign level.

  • Search Term exists as a negative in Negative Keyword List: Returns true if the search term appears in any negative keyword list applied to the account.

  • Search Term exists as a negative keyword at Account Level: Returns true if the search term is added as a negative keyword at the account level.

  • Search Term - Intent Similarity (AI): Scores each search term against a reference query based on intent alignment. A higher score indicates a closer match to your target intent.

  • Search Term - Spelling Similarity: Scores each search term against a reference keyword based on spelling closeness. A higher score means a closer match and lower scores indicate greater spelling distance.

For more information about the Search Term Similarity attributes, please refer here.


Performance

Performance metrics reflect how search terms have performed within the selected date range.

  • Clicks: The number of clicks recorded for the search term.

  • Impressions: The number of times an ad was shown for the search term.

  • Cost: The total amount spent on clicks for the search term.

  • CTR: Click-through rate — the percentage of impressions that resulted in a click.

  • Avg. CPC: The average cost per click.

  • Impr. (Top) %: The percentage of impressions that appeared at the top of the search results page.

  • Impr. (Abs. Top) %: The percentage of impressions that appeared in the absolute top position on the search results page.

  • Interactions: The total number of user interactions with the ad, including clicks, video views, and engagement actions depending on the ad format.

  • Interaction Rate: The percentage of impressions that resulted in an interaction.

  • Engagements: The number of times a user engaged with an ad, typically in expanded ad formats.

  • Engagement Rate: The percentage of ad impressions that resulted in an engagement.

  • Views: The number of times a video ad was viewed.

  • View Rate: The percentage of impressions that resulted in a video view.

  • Avg. CPV: The average cost per view for video ads.

  • Avg. Cost: The average cost per interaction.

  • Avg. CPE: The average cost per engagement.

  • Avg. CPM: The average cost per thousand impressions.

  • Video played to 25%: The percentage of video ad views that reached at least 25% of the video.

  • Video played to 50%: The percentage of video ad views that reached at least 50% of the video.

  • Video played to 75%: The percentage of video ad views that reached at least 75% of the video.

  • Video played to 100%: The percentage of video ad views that played to completion.

Conversions

Conversion metrics track the actions users took after interacting with your ad.

  • Conversions: The number of primary conversions, based on the conversion actions selected in your Google Ads account.

  • All conv.: The total number of conversions, including both primary and secondary conversion actions.

  • All conv. value: The total value attributed to all conversions, including primary and secondary conversion actions.

  • All conv. rate: The percentage of interactions that resulted in any conversion, including secondary conversions.

  • Conv. value: The total value generated from primary conversions.

  • View-through conv.: Conversions that occurred after a user saw (but did not click) the ad and later converted.

  • Conv. rate: The percentage of interactions that resulted in a primary conversion.

  • Value / conv.: The average value per primary conversion.

  • Value / all conv.: The average value per conversion, including primary and secondary conversions.

  • Cost / all conv.: The average cost per conversion, including all conversion types.

  • Cost / conv.: The average cost per primary conversion.

  • Conv. Val/cost: Return on ad spend calculated using primary conversion value only.

  • Cross-device conv.: Conversions where the user interacted with the ad on one device and completed the conversion on another.

  • ROAS: Return on ad spend, calculated as total conversion value divided by cost.

Conversions By Category

Conversion categories break down conversions by the type of action completed. These are defined in Google Ads and mapped to the following standard categories.

  • Download: The number of conversions categorized as file or app downloads.

  • Lead: The number of conversions categorized as lead submissions.

  • Purchase/Sale: The number of conversions categorized as purchases or sales.

  • Signup: The number of conversions categorized as sign-ups.

  • View of a key page: The number of conversions where a user viewed an important page on the site.

  • Other: Conversions that do not fall into the predefined categories.

  • Download Value / Lead Value / Purchase/Sale Value / Signup Value / View of a key page Value / Other Value: The total value attributed to each corresponding conversion category.

Custom Conversions

Allows rules to be based on conversion actions defined within Optmyzr rather than just the standard Google Ads set.

Custom Conversion Values

Enables the use of weighted or modified conversion values processed by Optmyzr.

Read more about custom conversion support in Optmyzr.

Spreadsheet KeyValue Columns

Allows rules to reference data imported from a spreadsheet. Use this to bring in external values — such as target CPAs, bid modifiers, or custom labels — and apply them as conditions in your rules.

Read more about using spreadsheet key-value data in Rule Engine.

Custom Variables

User-defined variables within Optmyzr that store calculations or specific data points for reuse across rules.

Read more about custom variables in Rule Engine.

Search Term Similarity Attributes

The Campaign Search Term scope offers two attributes that let you score and filter search terms based on how closely they match a reference you define.

  1. Search Term - Intent Similarity (AI)

    This is an AI-powered attribute in Rule Engine that measures how closely a search term matches a keyword's meaning and intent.

    You enter a reference query that represents your ideal search intent. Optmyzr uses an AI model to compare every search term in the campaign against that reference and assigns a similarity score.

    A higher score indicates a closer match to your target intent.

    Note: This attribute is available on premium plans only.

  2. Search Term - Spelling Similarity

    When you choose this attribute, you give a reference keyword (let’s say you type ‘shoes’). Optmyzr then scores each search term based on its spelling closeness to your reference keyword.

    Scores range from 0 to 100, where 100 means an exact match and lower scores indicate greater spelling distance.

    For example, ‘shoez’ scores high against ‘shoes’ because the characters are nearly identical, while ‘sneakers’ scores low despite being a related product.

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