Google Ads · Status at source date: Official clarification

Ginny Marvin explains Google Ads’ two search-term match-type fields

4 Nov 2026Written by Paid Media Collective

IN BRIEF

Google Ads has two similarly named reporting fields with different meanings. Ginny Marvin, Google’s Ads Liaison, explained the distinction after Mike Ryan drew attention to the change: one maps to keyword-tab segmentation, while the other maps to the Search terms tab.

Mike Ryan’s screenshot of the two reporting field names. Mike Ryan / Google Ads interface, via Search Engine Roundtable View full-size image

What changed

“Search terms match type (Keywords)” is the renamed existing field. It corresponds to the search-term match-type segmentation available on the Keywords tab. The field without the parenthetical label is newer and maps to the Match type column on the Search terms tab.

Marvin also identified a reporting limitation. At the time of her explanation, Report Editor needs the Search term column included for the newer field to return all match types, including AI Max. She said the team was working on support for summary tables that omit that column. That statement describes planned work, not confirmation that the fix has shipped.

For reporting teams, this is a reason to check field definitions rather than simply rename a dashboard label. Two exports with similar column headings may be using different reporting contexts. Before interpreting a change in match-type distribution, confirm which field was selected and whether the report includes the required search-term dimension.

A useful check is to compare a detailed report with its intended summary over the same dates and filters. If a category is missing, investigate the known limitation before concluding that the campaign stopped using that type of matching. Preserve the report configuration alongside the export so another analyst can reproduce it.

Barry Schwartz’s report reproduces Ryan’s screenshot and Marvin’s explanation. Marvin is credited for the official clarification and Ryan for the original reporting question. The source image shows the two field names; it does not demonstrate a change to bidding or keyword eligibility. This update concerns interpretation of reporting fields rather than a new match type.