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Campaign naming convention builder

Set one naming rule for every campaign, ad set and ad on Meta, TikTok, Snapchat, Google and the rest, build names from it, copy the written rule for your team, and check the names already sitting in an ad account.

Free, no sign-up, and it runs in your browser

Between fields
Case
Date
Level
Fields in the campaign name tap to turn on or off
  1. 1. Client
  2. 2. Market
  3. 3. Platform
  4. 4. Objective
  5. 5. Campaign name
  6. 6. Start month
Campaign name
lumen_uae_meta_sales_ramadan-offer_202702

As a UTM campaign: lumen_uae_meta_sales_ramadan_offer_202702. Use it in the UTM builder so the ads and Google Analytics agree.

Ad set name
uae_prospecting_women-25-34_auto
Ad name
iftar-table_video_v1

Your naming rule

Campaign: client_market_platform_objective_campaign-name_yyyymm
  e.g. lumen_uae_meta_sales_ramadan-offer_202702
Ad set: market_stage_audience_placement
  e.g. uae_prospecting_women-25-34_auto
Ad: creative_format_version
  e.g. iftar-table_video_v1
Separator "_", words inside a field joined with "-", all lowercase, no spaces.

Paste it into the team’s brief template or the client’s shared folder. The rule is kept in this browser for next time.

Check a name

What it does

A naming convention is an agreed order for the parts of a name, joined the same way every time. A campaign might carry client, market, platform, objective, campaign and month (lumen_uae_meta_sales_ramadan-offer_202702); an ad set, market, stage, audience and placement (uae_prospecting_women-25-34_auto); and an ad, creative, format and version (iftar-table_video_v1). You choose which fields each level uses, the separator, the letter case and the date style.

Once names follow a rule, anyone can tell what a campaign is without asking, an exported account can be split on the separator into columns for client, market and objective, and the campaign name can double as the utm_campaign value, so a click and a sale in Google Analytics land against the same name as the ad. The builder keeps your rule in this browser, and its checker tests the names you already have against it.

How to use it

  1. Turn on the fields you want at each level: campaign, ad set and ad.
  2. Choose a separator, a letter case and a date style.
  3. Build names for new campaigns, ad sets and ads, and copy the written rule for the team.
  4. Paste the names already in your ad account into the checker and fix the ones that break the rule.

Questions, answered

What is a campaign naming convention?

A fixed order for the pieces that make up a name (client, market, platform, objective, campaign and month, for instance), joined the same way each time. It means anyone can read a campaign's purpose from its name, filter an account by market or month, and line the ads up with their UTM tags in Google Analytics.

Underscores or hyphens?

Either works, provided each has one job and you never swap them. A popular pattern uses underscores to separate fields and hyphens to join words within a field, as in lumen_uae_meta_sales_ramadan-offer_202702, so a spreadsheet can split the name at each underscore.

Why keep names lowercase?

Because Google Analytics sees Ramadan and ramadan as separate campaigns, and most filters are case sensitive too. Choosing one case and using it everywhere keeps each campaign's numbers on a single row.

Should the date be part of the name?

Yes, for anything that runs more than once. The same offer may return every Ramadan, and the month is what separates one year's from the next. Putting the year first (202702) keeps names in date order; a short form such as feb27 reads more easily.

Is my rule saved?

Yes, in this browser, so it is there when you come back. It is not sent anywhere. Copy the written rule to share it with your team or your agency.

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