Syntax & Functions

Data Types

Every value used in Merch Jar's Formulas syntax has a specific Data Type, such as Number, String, or Timestamp. Understanding these types helps ensure your comparisons and expressions are valid. This section lists the available data types and how they are used.

Type

Description

Number

Represents numeric values. Integers (like 10) and percentages (like 25%) are treated as decimals internally. Used for properties like clicks, spend, acos, or bid.

Timestamp

Represents a specific point in time, stored internally as a timestamp (seconds since Unix epoch). Used for properties like last bid change or returned by now(). Compare using date operators..

String

Represents text values. Must be enclosed in double quotes when used as a literal value in comparisons.

List

Represents a predefined list of accepted string values for certain properties like state or match type. Values must be enclosed in double quotes.

Time Period

Represents a span of time used for time-based properties or variables. Defined using relative (e.g., 30d), literal (e.g., 2024-01-01..2024-01-31), or offset (e.g., 7d..14d, ..14d) formats.

Variable

Represents a user-defined variable created using the let keyword. Can hold the result of expressions, calculations, case statements, or references to other variables, encompassing various data types (Number, String, List, Date, Time Period).

Built-Ins

Built-ins are the core operators, symbols, and keywords fundamental to the Formulas syntax language. Use them to perform comparisons, combine conditions with logic, do math, work with strings, and handle dates.

Built-In

EXAMPLES

Comparison Operator

=, !=, >, >=, <, <=

clicks(7d) = 0

state != "archived"

bid > 0.50

spend(90d) <= 100.00

String Operator

=, !=, contains, does not contain, starts with, ends with

ad group name != "Test Group"

campaign name contains "Branded"

campaign name starts with "High Priority"

Logical Operator

and, or

clicks(14d) > 5 and spend(14d) > 2.00

state = "enabled" or state = "paused"

(orders(7d) = 0 and clicks(7d) > 10) or acos(30d) > 60%

List Operator

=, !=, contains, does not contain

state = "effectively enabled"

state != "paused"

match type contains "broad"

match type does not contain "loose match"

Date Operator

=, !=, >, >=, <, <=‍

last bid change >= now() - interval(3d)

last budget change <= now() - interval(7d)

Math Operator

+, -, *, /

bid > cpc(7d) + 0.15

budget - spend(1d) < 5.00

clicks(30d) * 0.01 > 1

sales(14d) / orders(14d) >= 20

Functions

Functions perform specific calculations or return dynamic values. Use them to get the current time (now()), define reusable variables (let), or implement conditional logic (case).

Function

Description

Syntax

Examples

let

Defines a named variable within the scope of the current Formula. Variable name must start with a $ sigil and the definition must end with a semicolon ;. Variables can store various data types (Number, String, Time Period, Properties etc.) and be referenced later.

let $variableName = expression;

let $threshold = 45%; acos(30d) > $threshold

let $target_cpc = cpc(14d) * 1.1; bid > $target_cpc

let $lookback = 2d..30d; clicks($lookback) > 10

let $grace_period = now() - interval(7d)

case

Evaluates conditions sequentially and returns the value associated with the first true condition. An else clause must be provided to specify a default value if no when conditions are met. Can return Properties (e.g. acos(30d)) or Number, String, or List values. Cannot return Date values.

case(when condition1 then value1, when condition2 then value2, ..., else defaultValue)

case(condition1 => value1, condition2 => value2, ..., else defaultValue)

case( when state = "enabled" then "Active", else "Inactive")

let $bid_multiplier = case( acos(14d) < 20% => 10%, acos(14d) > 50% => -10%, else 0% );

clicks(30d) > case( match type = "exact" => 20, else 30)

now

Returns the current timestamp (seconds since the Unix epoch). Used for time-based comparisons, often with the interval function.

now()

last bid change < now() - interval(7d)

campaign start date > now() - interval(90d)

interval

Converts a duration (like "3d") into its equivalent value in seconds. Primarily used for date/timestamp arithmetic with now() function.

interval(Xd)

now() - interval(14d)

let $two_weeks_ago = now() - interval(14d); last bid change < $two_weeks_ago

Formatting Notes

Here are key rules and conventions to remember when writing syntax for Formulas and Workflows:

Case-Insensitivity: Property names, function names, operators (and, or), and list and string values (like "enabled", "broad") are case-insensitive. campaign name contains "brand" is the same as Campaign Name contains "BRAND".
String Literals: Text values used for comparison must be enclosed in double quotes ("). Example: campaign name contains "Brand".
Numeric Values: Standard integers and decimals are used. Percentages (25%) are automatically treated as decimals (0.25). Currency symbols ($) are ignored; values are based on the ad account's base currency.
Time Periods: Time-based properties require a time period specification within parentheses, like sales(14d) or clicks(7d..14d). See the Time Periods documentation for all formats.
Comments: Use // to add single-line comments. Anything after // on that line is ignored. Example: clicks(7d) > 10 // Check for minimal activity
Variables (let): Variable names must start with a $ sigil and definitions using let must end with a semicolon ;. Example: let $high_cpc = 1.50;
Operator Precedence: Logical and operations are evaluated before or operations. Use parentheses () to explicitly control the order of evaluation for complex conditions. Example: clicks > 10 and spend > 5) or acos > 50%

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