---
title: What is the difference between keyword and search term reporting in Ads Manager?
description: Ads Manager has separate Keywords and Search Terms tabs, and they answer different questions.
---
[Skip to content](https://helpcenter.mobileaction.co/en/what-is-the-difference-between-keyword-and-search-term-reporting-in-ads-manager#main-content)
[](https://www.mobileaction.co/)
- [Website](https://www.mobileaction.co/)
- [Help Center](https://helpcenter.mobileaction.co/en)
Open main navigation
Close main navigation
- [Website](https://www.mobileaction.co/)
- [Help Center](https://helpcenter.mobileaction.co/en)
Advice and answers from the MobileAction Team
- There are no suggestions because the search field is empty.
1. [Help Center](https://helpcenter.mobileaction.co/en?hsLang=en)
2. [Troubleshooting](https://helpcenter.mobileaction.co/en/troubleshooting?hsLang=en)
3. [MobileAction CMP Troubleshooting](https://helpcenter.mobileaction.co/en/troubleshooting?hsLang=en#mobileaction-cmp-troubleshooting)
# What is the difference between keyword and search term reporting in Ads Manager?
Ads Manager has separate Keywords and Search Terms tabs, and they answer different questions. Keywords are the terms you choose to bid on. Search Terms are the actual queries users typed that triggered your ads. Understanding the difference tells you when to work in each tab and why the available columns and actions differ.
### Keywords: the terms you bid on
The Keywords tab shows the keywords you have added to your ad groups and how each is performing. Because these are terms you actively manage, this tab gives you the full set of management controls. From the Actions menu and the table, you can:
- Activate or pause keywords
- Update keyword bids
- Apply AI Smart Bidding settings and add keywords to the Automation Cart
- Add a keyword as a negative keyword
- Upload or copy keywords
The Keywords tab also carries columns specific to keywords you manage, such as Keyword Status, Apple Share of Voice, Automation Status, Goals, and Cost Per Goal.
### Search Terms: what users actually typed
The Search Terms tab shows the real queries that triggered your ads, including terms you never explicitly added. Since these are queries rather than terms you manage, the tab does not offer bidding, pausing, or automation controls. From the Actions menu, you can:
- Add a search term as a keyword
- Add a search term as a negative keyword
- Copy or download the selected search terms
### What is shared and what differs
Both tabs share the same core Ad Performance metrics, such as Spend, Impressions, Taps, Installs, Tap-through Rate (TTR), Conversion Rate, and Average CPA. Both also support customizing which columns appear through the Columns editor.
What differs is the management layer and the available metrics: the Keywords tab adds bidding, automation, and keyword-specific columns that the Search Terms tab lacks, and some metric categories, such as In-App Conversion metrics and Cohort metrics, are available at the keyword level but not at the search term level.
| | **Keywords** | **Search Terms** |
| --- | --- | --- |
| What it shows | Terms you bid on | Queries users actually typed |
| Bidding and pausing | Yes | No |
| AI Smart Bidding and Automation Cart | Yes | No |
| Add as negative keyword | Yes | Yes |
| Add as keyword | Not applicable | Yes |
| Core performance metrics | Yes | Yes |
| In-App Conversion metrics | Yes | No |
| Cohort metrics | Yes | No |
### When to use each
Use the Keywords tab to manage the terms you are actively bidding on: adjusting bids, pausing underperformers, and applying automation or AI Smart Bidding.
Use the Search Terms tab to discover what users are really searching. Strong-performing search terms can be added as new keywords, and irrelevant or wasteful ones can be added as negative keywords to stop spend. This makes the Search Terms tab the natural starting point for refining your keyword list over time.
### Related links
- [Add keywords to an ad group](https://helpcenter.mobileaction.co/en/add-keywords-to-an-ad-group?hsLang=en)
- [Add negative keywords in Ads Manager](https://helpcenter.mobileaction.co/en/add-negative-keywords-in-ads-manager?hsLang=en)
- [Customize table columns in Ads Manager](https://helpcenter.mobileaction.co/en/customize-table-columns-in-ads-manager?hsLang=en)
---
### Need more help?
If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat!
- [Quick Guide to MobileAction](https://helpcenter.mobileaction.co/en/quick-guide-to-mobileaction?hsLang=en)
- [MobileAction CMP](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#main-content)
- [Apple Ads Integration](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#apple-ads-integration)
- [AI Assistant](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#ai-assistant)
- [Overview](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#overview)
- [Ads Manager](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#ads-manager)
- [Automations](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#automations)
- [CPP A/B Testing](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#cpp-a-b-testing)
- [AI Keyword Planner](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#ai-keyword-planner)
- [AI Smart Bidding](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#ai-smart-bidding)
- [Budget Allocation](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#budget-allocation)
- [Benchmarks](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#benchmarks)
- [Market Finder](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#market-finder)
- [MMP Integration](https://helpcenter.mobileaction.co/en/mobileaction-cmp?hsLang=en#mmp-integration)
- [ASO Intelligence](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#main-content)
- [Metadata Optimizer](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#metadata-optimizer)
- [App Update Timeline](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#app-update-timeline)
- [Creative Monitoring](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#creative-monitoring)
- [Localization](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#localization)
- [Keyword Tracking](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#keyword-tracking)
- [Competitor Keywords](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#competitor-keywords)
- [Keyword Inspector](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#keyword-inspector)
- [Keyword Trends](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#keyword-trends)
- [Keyword Translator](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#keyword-translator)
- [Organic CPP Results](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#organic-cpp-results)
- [ASO Report](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#aso-report)
- [Visibility Report](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#visibility-report)
- [Download Share](https://helpcenter.mobileaction.co/en/aso-intelligence?hsLang=en#download-share)
- [Store Analytics](https://helpcenter.mobileaction.co/en/store-analytics?hsLang=en#main-content)
- [Revenue Snapshot](https://helpcenter.mobileaction.co/en/store-analytics?hsLang=en#revenue-snapshot)
- [Organic Acquisition Dashboard](https://helpcenter.mobileaction.co/en/store-analytics?hsLang=en#organic-acquisition-dashboard)
- [Download Report](https://helpcenter.mobileaction.co/en/store-analytics?hsLang=en#download-report)
- [Conversion Funnel View](https://helpcenter.mobileaction.co/en/store-analytics?hsLang=en#conversion-funnel-view)
- [Analytics Overview](https://helpcenter.mobileaction.co/en/store-analytics?hsLang=en#analytics-overview)
- [Search Ads Intelligence](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#main-content)
- [Search Result/App](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#search-result-app)
- [Search Result/Keyword](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#search-result-keyword)
- [Search Result/Competitor](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#search-result-competitor)
- [Today Tab](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#today-tab)
- [Search Tab](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#search-tab)
- [Product Pages](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#product-pages)
- [Top Advertisers](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#top-advertisers)
- [CPP by Keyword](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#cpp-by-keyword)
- [CPP by App](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#cpp-by-app)
- [CPP by Category](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#cpp-by-category)
- [CPP on Ad Networks](https://helpcenter.mobileaction.co/en/search-ads-intelligence?hsLang=en#cpp-on-ad-networks)
- [App Intelligence](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#main-content)
- [Compass Explore](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#compass-explore)
- [Compass Trace](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#compass-trace)
- [Compass Impact](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#compass-impact)
- [App Profile](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#app-profile)
- [Publisher Profile](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#publisher-profile)
- [Featured Apps](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#featured-apps)
- [Category Rankings](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#category-rankings)
- [Reviews](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#reviews)
- [AI Review Reply](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#ai-review-reply)
- [Ratings](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#ratings)
- [Similar Apps](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#similar-apps)
- [In-App Events](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#in-app-events)
- [Promotional Content](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#promotional-content)
- [Top Charts](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#top-charts)
- [Biggest Movers](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#biggest-movers)
- [Biggest Losers](https://helpcenter.mobileaction.co/en/app-intelligence?hsLang=en#biggest-losers)
- [Ad Intelligence](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#main-content)
- [Creative Analysis](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#creative-analysis)
- [Advertiser Analysis](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#advertiser-analysis)
- [Ad Publisher Analysis](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#ad-publisher-analysis)
- [Developer Analysis](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#developer-analysis)
- [Top Advertisers](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#top-advertisers)
- [Top Ad Publishers](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#top-ad-publishers)
- [Top Creatives](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#top-creatives)
- [Top Developers](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#top-developers)
- [App Collections](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#app-collections)
- [Creative Collections](https://helpcenter.mobileaction.co/en/ad-intelligence?hsLang=en#creative-collections)
- [Troubleshooting](https://helpcenter.mobileaction.co/en/troubleshooting?hsLang=en#main-content)
- [MobileAction CMP Troubleshooting](https://helpcenter.mobileaction.co/en/troubleshooting?hsLang=en#mobileaction-cmp-troubleshooting)
- [ASO Intelligence Troubleshooting](https://helpcenter.mobileaction.co/en/troubleshooting?hsLang=en#aso-intelligence-troubleshooting)
- [Search Ads Intelligence Troubleshooting](https://helpcenter.mobileaction.co/en/troubleshooting?hsLang=en#search-ads-intelligence-troubleshooting)
- [Integrations](https://helpcenter.mobileaction.co/en/integrations?hsLang=en#main-content)
- [MobileAction Integrations](https://helpcenter.mobileaction.co/en/integrations?hsLang=en#mobileaction-integrations)
- [SearchAds.com Integrations](https://helpcenter.mobileaction.co/en/integrations?hsLang=en#searchads-com-integrations)
- [SSO Configuration](https://helpcenter.mobileaction.co/en/integrations?hsLang=en#sso-configuration)
- [Settings](https://helpcenter.mobileaction.co/en/settings?hsLang=en#main-content)
- [MobileAction Settings](https://helpcenter.mobileaction.co/en/settings?hsLang=en#mobileaction-settings)
- [SearchAds.com Settings](https://helpcenter.mobileaction.co/en/settings?hsLang=en#searchads-com-settings)
- [Single Sign-On Configuration Guides](https://helpcenter.mobileaction.co/en/settings?hsLang=en#single-sign-on-configuration-guides)
[](https://www.mobileaction.co)
Build app store marketing on AI, automation and expertise
Copyright © 2025, MobileAction