Understanding the Search Term Report

What is the Search Term Report?

The Search Term Report shows you every search term that's driving traffic or ad clicks to your website — both paid (Google Ads, Bing Ads) and organic (Google Search Console) — in one unified view.

What you'll see

Charts and stat cards

At the top, a trend chart shows your selected metric over time. Toggle Compare metrics to overlay two metrics on the same chart (e.g. impressions vs clicks).

Search terms table

Below the chart, a table lists all your search terms with metrics like impressions, clicks, CTR, cost, conversions, and average position.

Click any row to expand it and see the breakdown between:

• Paid — Data from your Google Ads or Bing Ads campaigns
• Organic — Data from Google Search Console

Use the toggle above the table to show only paid, only organic, or a combined total.

Filters

• Date range — Any period with optional comparison
• Resource — Choose which ad or Search Console accounts to include
• Country — Filter organic data by country (requires BigQuery-connected Search Console)
• Tags — Include or exclude terms by your tags
• Search — Find specific terms by keyword

Tagging search terms

You can tag individual search terms or select multiple terms and tag them in bulk. This is useful for grouping terms — for example, tagging all brand-related terms with "Branded" and everything else as "Generic" — then filtering by those tags to see performance by segment.

Customizing columns

Click Edit columns to choose which metrics appear in the table. If you've created calculated metrics for the Search Term Report context, they'll appear here too.

Detail view

Click a search term to open its detail page with a deeper breakdown including per-URL performance and trend data over time.