Or, as partiallypro says, are they only sending the contents of e.g. browser search fields?
If the answer to the first question is yes, then this is a keylogger. If partiallypro is correct, then calling it a keylogger is disingenuous. By that logic you could call my mail client a keylogger, because it saves drafts to a folder on an IMAP server.
If a company records my keystrokes (even if just in part of the software, excluding credit card numbers) and sends my input to a remote server in order "to help serve you better, show you ads, and share with our trusted partners", words like keylogger and spyware are appropriate.
For example, Google sends your keystrokes as soon as you start typing in the search box, and uses this for autocomplete. Presumably you didn't read the full T&Cs before you started typing your search query, so by your logic this is a keylogger. But I think most people would make a distinction between this and a "traditional" keylogger.
Just for the record - I'm not condoning this behaviour or arguing that it is desirable.