As a critical component of a well-structured ad account, naming conventions should reveal the most important details of an ad at a glance. Yet despite their importance, there is no agreed-upon standard for what a naming convention should look like, resulting in a mess of unstandardized accounts, unintelligible abbreviations, and frustrating hours spent finding that one ad.
This lack of standardization isn't just an annoyance, it's a significant barrier to effective ad creative analysis and optimization. With proper naming conventions, you unlock a world of analytical possibilities that can dramatically improve your campaign performance.
We spoke to several experienced media buyers to learn how the best ad experts are creating their naming conventions. In this article, we'll share these learnings and provide a template that you can use to implement a robust approach yourself.
Poor naming conventions problems
Correct and incorrect Naming Conventions
Take a look at the image above. The top example shows ad names that are practically indecipherable without context. What does "Copy of ad7_v2" tell you about the content, audience, or objective of the ad? Absolutely nothing.
The bottom example, however, immediately communicates key information: the ad is targeting a specific product, using a shipping format, promoting a specific offer, and more.
This difference becomes increasingly important as your ad accounts grow in complexity. Without a standardized approach, you're essentially building a library without a cataloging system.
Why should you create conventions?
Naming convention is about more than just an organized ad account, it's a fundamental tool that allows you to manage and iterate upon a scaling ad operation.
Robust naming conventions are designed with two essential goals in mind:
Creating a Manageable Ad Environment As your team grows, collaboration within and across different ad accounts becomes critical to cross-functional productivity. Naming conventions allow team members to quickly digest what is happening in an ad account without having to dive deep into each ad's settings.
Conducting Creative Analysis By denoting the most important details about an ad and tests you are conducting, naming conventions allow you to easily sort and compare ads against one another, identifying patterns and insights that would otherwise remain hidden.
The benefits extend beyond simple organization. Strong naming conventions enable:
Faster troubleshooting when performance issues arise
More efficient budget allocation based on performance patterns
Clearer communication between team members
More accurate hypothesis testing
Historical analysis that isn't dependent on platform-specific metrics
Structuring your naming convention: the building blocks
Let's break down the essential components of an effective naming convention. At its core, your naming convention is built by a series of identifiers, separated by a consistent character (like "_", "-", or "//").
Identifier and separators visual representation
Composition of a Naming Convention:
When building your naming convention, you'll include two distinct types of identifiers:
Standard Identifiers: These are included consistently across all your ads, ad sets, or campaigns. They provide critical information about the setup and content.
Testing Identifiers: These are optional elements that you include when testing specific hypotheses. They allow you to track and analyze test variables.
Standard Identifiers: key elements to include in your naming convention
Your standard identifiers are the backbone of your naming convention. These elements should be included consistently across all ads at each level of your account structure.
Let's examine what identifiers belong at each level:
Campaign-Level Identifiers
At the Campaign Level, your naming convention describes the higher-level goals and strategies, following this structure:
Here's what each element tells you:
Funnel Position: Where in the buying cycle are you targeting? (TOFU for Top of Funnel, MOFU for Middle of Funnel, BOFU for Bottom of Funnel)
Objective: What is the desired outcome of your ad? (Conversion, Traffic, Brand Awareness)
Budget Type: How is your campaign allocating spend? (CBO for Campaign Budget Optimization, ABO for Ad Set Budget Optimization)
Bid Strategy: How is your campaign spending? (Lowest Cost, Target Cost, Cost Cap)
For example, a campaign name might look like: `TOFU_Conversion_CBO_LowestCost`
This immediately tells you that this campaign is targeting people at the top of the funnel, aiming for conversions, using campaign budget optimization, and employing a lowest cost bid strategy.
Ad Set-Level Identifiers
At the Ad Set Level, your naming convention focuses on audience details:
The key identifiers here are:
Date: When did you launch the ad set? (Usually in MMDD format)
Audience Type: How is the audience built? (Interest, Lookalike, Custom, Broad)
Audience Seed: Where is the audience coming from? (For lookalikes: Purchasers, Site Visitors, etc.)
Placement Type: Where is the ad set reaching audiences? (Feed, Stories, Automatic)
A complete ad set name might be: `0315_LAL_Purchasers_Feed`
This tells us the ad set was launched on March 15th, targeting a lookalike audience based on previous purchasers, and displaying only in the feed.
Ad-Level Identifiers
At the Ad Level, your naming convention describes the creative content itself:
Important identifiers include:
Creative Name: What is the theme of your creative? (SummerSale, ProductDemo)
Ad Type: What format is your creative? (Video, Carousel, Image)
Offer: What type of offer is your creative promoting? (Discount, Free Trial, Bundle)
CTA: What is the Call-to-Action? (Shop Now, Learn More, Sign Up)
Destination: Where is the ad redirecting to? (Homepage, ProductPage, LandingPage)
A complete ad name might look like: `SummerSale_Video_Discount20_ShopNow_ProductPage`
This naming convention instantly communicates that this is a video ad for a summer sale, offering a 20% discount, with a "Shop Now" CTA, directing users to a product page.
Testing Identifiers: boosting your Analytical Capabilities
Testing identifiers are where you can truly leverage the power of naming conventions for creative analysis. Unlike standard identifiers, these are included only when you're testing specific variables.
These identifiers are typically appended at the end of an ad name and run on a limited number of ads for a set period. They allow you to track and compare specific elements you're testing.
For example, if you want to test two different product images (a gray flannel vs. a tie-dye t-shirt), you might append a testing identifier like this:
Your testing identifiers might include:
Product variations
Copy variations
Image styles
Headline tests
Value proposition tests
Color tests
By using testing identifiers whenever you have a hypothesis to test, your naming conventions become a powerful tool for creative analysis.
Creative analysis & naming convention
Properly structured ad naming conventions unlock a world of analytical possibilities. They help you answer critical questions like:
What creatives perform best at my top-of-funnel?
Should I invest in videos or static images?
What audience should I tailor my next ad to?
What offer will resonate best with my audience?
With all the relevant information encoded in your ad names, testing hypotheses and finding conclusions becomes much easier, whether through pivot tables or through creative analysis tools.
Let's explore some examples of how your new naming conventions can be leveraged to build a more robust creative strategy.
Finding top Performing Creatives
Your first step to creative analysis is identifying which creatives are performing strongest. Without strong naming conventions, this can get messy, you'll see bottom-of-funnel ads mixed with top-of-funnel ads, picture ads mixed with video ads, and so on.
With proper naming conventions, you can narrow the scope of your search and sort your top-performing creatives across relevant categories.
With this analysis, you can quickly make two important decisions:
Identify which video ads are performing best to pass along to the creative team for further iteration
Allocate more budget to the video ads with the strongest ROAS results
Testing Ads against each other
Your naming conventions also enable you to test ads against one another to determine what works best for your audience.
The "testing identifier" component can be extremely helpful when you want to test the effectiveness of two very similar ads with a slight change in perspective. For example, if you want to determine whether an ad performs better when displaying a pink element or a blue one.
Similar tests can be run for numerous variables to derive immediate value from your naming conventions, including:
Finding what offers resonate best with your audience
Seeing what creative type works best at various funnel stages
Determining the most effective headline copy
Evaluating landing page performance
Common pitfalls in naming conventions
Even with the best intentions, there are several mistakes that advertisers commonly make when implementing naming conventions:
Inconsistent Abbreviations Using different abbreviations for the same concept creates confusion. For example, sometimes using "LAL" for lookalike audiences and other times using "LLA" makes analysis much harder. Solution: Create a glossary of standard abbreviations that everyone on your team uses consistently.
Too Much Information Including too many identifiers makes names unwieldy and difficult to read. Solution: Focus on the most critical information for each level. Remember that you can always drill down into the ad's details for more information.
Lack of Hierarchy Not clearly distinguishing between campaign, ad set, and ad level identifiers leads to redundancy and confusion. Solution: Stick to the recommended identifiers for each level and maintain a clear hierarchy.
No Documentation Without documenting your naming convention, new team members won't understand the system, leading to inconsistencies. Solution: Create and share documentation that explains your naming convention system and keep it updated as your approach evolves.
Implementing naming conventions in your organization
Successfully implementing naming conventions requires more than just creating a system, you need buy-in from your entire team.
Here are some strategies for successful implementation:
Start With a Clean Slate If possible, begin implementing your naming conventions with new campaigns rather than trying to rename everything at once.
Use Templates Create templates for new campaigns, ad sets, and ads that have your naming convention structure built in. This makes it easier for everyone to follow the system.
Train Your Team Ensure everyone understands not just the what of your naming conventions, but the why. When people understand the benefits, they're more likely to comply.
Regular Audits Periodically review your ad account to ensure naming conventions are being followed consistently and make corrections as needed.
Evolve as Needed As your advertising strategy evolves, be prepared to adapt your naming conventions. Just make sure changes are documented and communicated to the team.
Advanced naming strategies for Scaling Ads
As your ad operation grows, you may need to develop more sophisticated naming strategies to handle complex campaigns. Here are some advanced approaches:
Geographical Targeting If you run campaigns across multiple regions, include a geographical identifier in your campaign names: `TOFU_Conversion_CBO_LowestCost_US-East` This makes it easy to compare performance across different regions and allocate budget accordingly.
Seasonal Campaigns For seasonal promotions, include the specific event or season in your campaign or ad names: `BlackFriday_BOFU_Conversion_CBO_TargetCost` This allows for year-over-year comparisons and helps identify seasonal trends.
Platform-Specific Identifiers If you're running similar campaigns across multiple platforms, include platform identifiers: `FB_TOFU_Conversion_CBO_LowestCost` vs. `IG_TOFU_Conversion_CBO_LowestCost` This helps track which platforms perform best for specific campaign types.
Iteration Numbering For ongoing creative testing, include iteration numbers: `SummerSale_Video_Discount20_ShopNow_ProductPage_v3` This helps track the evolution of your creatives and identifies which iterations perform best.
Impact of good naming conventions
How do you know if your naming conventions are actually making a difference
Here are some key metrics to track:
Time Savings Measure how long it takes to find specific ads or generate reports before and after implementing your naming conventions. Most teams see significant time savings.
Analysis Depth Track how many insights your team is able to generate from ad performance analysis. Better naming conventions typically lead to more actionable insights.
Budget Efficiency Monitor your return on ad spend (ROAS) before and after implementing naming conventions. With better analysis capabilities, you should see improved allocation of your ad budget.
Team Collaboration Survey your team on how clear they find the ad account structure and how easily they can understand what each ad is about without clicking into it.
Adapting naming conventions across Ad Platforms
While this article has focused primarily on Facebook/Meta ads, the principles apply across all major advertising platforms.
Here's how to adapt your approach:
Google Ads
Google Ads has different campaign types and features than Facebook. Your naming conventions should reflect these differences:
Include match type for search campaigns (Broad, Phrase, Exact)
For display campaigns, include targeting method (Contextual, Audience, Remarketing)
For video campaigns, include format (InStream, Discovery)
LinkedIn Ads
LinkedIn's B2B focus requires different identifiers:
Include job function targeting
Specify industry targeting
Note company size where applicable
TikTok Ads
For the newer platforms like TikTok:
Include content style (Trend, Educational, UGC)
Note audio track information where relevant
Specify creator partnerships
The key is to adapt the fundamental structure while including the platform-specific elements that matter most for your analysis.
Naming for AI and automation
The state of art regarding Ads managament and overall creation in social platforms like Meta or Google has inevitably shifted the attention on the main focus in the accountability that a creator could previously count on. With the features of meta's advantage+ and google's performance max, we are basically losing the focus on WHO sees the adv (we are basically automating the targeting) and gaining more focus on the WHAT they see (the creative part).
What to do and how to maximise this automations
Your naming convention should change focus: our suggestion is to spend less text describing the audience. and more the creative variables.
Conclusion
Implementing robust naming conventions requires an upfront investment of time and thought, but the long-term benefits are substantial:
Efficiency: Team members can quickly understand what's happening in the ad account without extensive digging.
Analysis: Pattern recognition becomes much easier when ads are consistently named.
Scalability: As your ad operations grow, naming conventions create a framework that scales with you.
Continuity: When team members change, your naming conventions preserve institutional knowledge.
The difference between a disorganized ad account and one with thoughtful naming conventions is like the difference between searching for a book in a pile versus finding it in a well-organized library. One involves frustration and wasted time; the other enables you to find exactly what you need when you need it.
By implementing the naming convention strategies outlined in this article, you'll not only create a more manageable ad environment but also unlock powerful creative analysis capabilities that can significantly improve your advertising performance.
Start with the template we've provided, adapt it to your specific needs, and watch as your ability to derive insights from your ad campaigns transforms. Your future self (and your team) will thank you.
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Article's Q&A
How long does it take to implement a proper naming convention system?
Most teams can implement basic naming conventions within 1-2 weeks, provided they establish clear guidelines and ensure alignment across departments. To ease the transition, start by applying the new conventions to upcoming campaigns rather than attempting to rename all existing assets at once. This phased approach minimizes disruptions and allows team members to gradually adapt.
Full adoption typically takes 30-60 days as employees become familiar with the new structure, refine workflows, and integrate the naming conventions into their daily processes. Regular training sessions and periodic reviews can further streamline adoption and ensure consistency over time.
What if my team resists adopting new naming conventions?
Demonstrate value by providing concrete examples of time saved and insights gained through the new naming conventions. Use real-world scenarios to highlight how improved organization leads to faster data retrieval, reduced errors, and more efficient collaboration.
Start small with a single campaign as a proof of concept, tracking key metrics such as the time required to find and analyze assets before and after implementation. Gather feedback from team members on usability and efficiency improvements. Once you have measurable results, present them to stakeholders to build buy-in for wider adoption.
Show how scaling the new system can enhance reporting accuracy, streamline workflows, and ultimately contribute to better decision-making across the organization.
How can I adapt naming conventions for my specific industry?
Maintain the basic structure (campaign/ad set/ad level identifiers) to ensure consistency and clarity, but customize the variables to align with your industry’s specific needs.
For example, healthcare companies may need to incorporate compliance identifiers, regulatory codes, or patient privacy considerations to meet legal requirements. In contrast, ecommerce businesses might prioritize product categories, seasonal promotions, or discount codes to track sales performance effectively.
Similarly, SaaS companies may focus on user acquisition channels, pricing tiers, or A/B test variations, while media and entertainment brands could categorize content by genre, audience segment, or platform distribution. By tailoring variables to your business goals, you create a naming convention that remains structured yet flexible, optimizing data analysis and decision-making across teams.
How detailed should my naming conventions be?
Balance comprehensiveness with usability by ensuring that your naming convention is both detailed and practical. The goal is to include enough information to facilitate meaningful analysis while keeping names concise and easy to manage. Overly complex names can lead to confusion, errors, and inefficiencies in workflow, especially when team members need to reference them quickly.
A good rule of thumb is to use 4-6 key identifiers per level (campaign, ad set, ad) to capture essential details without overwhelming users. These identifiers should reflect critical attributes such as audience segment, objective, platform, product category, geographic region, or testing variations.
To further optimize usability, establish clear abbreviation guidelines, ensuring that names remain readable and standardized. Additionally, consider implementing a structured format—such as using delimiters like underscores or dashes—to enhance clarity. Regularly review and refine your naming convention based on team feedback to maintain an effective balance between detail and efficiency.
How do I maintain naming consistency as my team grows?
Create a centralized naming convention documentation that is easily accessible to all team members, ensuring consistency and reducing confusion. This document should outline the standard structure, provide examples, define abbreviations, and explain the reasoning behind the chosen format. Store it in a shared location, such as an internal wiki, project management tool, or cloud drive, so everyone can reference it when needed.
To maintain adherence, require a review of new campaigns before launch. Assign a designated team member or a small group to validate naming conventions, ensuring all identifiers align with the guidelines before assets go live. This proactive approach prevents inconsistencies from spreading and maintains data integrity.
Additionally, conduct monthly audits to catch and correct any deviations. Use automation tools or reporting dashboards to flag naming inconsistencies and provide feedback to the team. These audits also serve as opportunities to refine the naming convention based on evolving business needs. Regular training sessions or refresher meetings can reinforce best practices and keep everyone aligned, fostering long-term compliance and efficiency.
