# Working with Comparison Operators in Trait Builder

Last update: 2021-04-04
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• Traits
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## Purpose of Comparison Operators

Comparison operators (or relational operators) are used to compare, test, or evaluate the relationship between different values. In Trait Builder, when building signal rules, comparison operators let you test the relationship between different key-value pairs. For example, you could create a signal rule to define an audience for expensive camera shoppers. In this case, you could create a camera/price key-value pair and qualify a user if they’ve looked for a camera with a price equal to or greater than a set amount.

Comparison operators are useful when you need to evaluate and create traits based on multiple values. Looking at prices on goods and services can illustrate this condition. For example, your business may want to identify visitors based on the prices of the products they view. However, it can be administratively inefficient to define individual segments based on specific values. Comparison operators help overcome this hurdle by establishing segmentation triggers based on price thresholds or ranges.

## Comparison Operators

You can build rules with the following comparison operators:

Operator Definition
== Equal to
!= Not equal to
> Greater than
< Less than
=> Greater than/equal to
<= Less than/equal to

## Named Operators

You can build rules with the following named operators:

Operator Evaluates to True When
Contains The value in a key-value pair contains characters specified by this operator.
Matcheswords The value in a key-value pair matches the pattern specified by this operator.
Startswith The value in a key-value pair starts with characters specified by this operator.
Endswith The value in a key-value pair ends with the characters specified by this operator.
Matchesregex The value in a key-value pair matches the pattern specified by a regular expression. Learn more about using regular expressions in Trait Builder.