What is a Naming Convention? 

Understanding Naming Convention in digital marketing

In the world of digital marketing, maintaining a well-structured and organized approach to managing data is crucial. Often, marketers are faced with challenges of maintaining control over data without efficient systems or tools, leading to time wasted on manual tasks to unify the information. To counter this time wastage, we introduce one such solution: the "Naming Convention."

Exploring Naming Convention 

In the context of Paid Media, a naming convention refers to a consistent and standardized structure used for naming our campaigns. In essence, it's a simple way of assigning the same name structure to our campaigns, offering numerous benefits:

  1. Organization: While a small-scale operation with limited advertising campaigns might not require a naming convention, the world of paid media often involves growth across markets, platforms, and investments. Without an organized naming structure, tracking your business's progress can become increasingly complex.
  2. Analysis: An uniform naming structure for all campaigns simplifies the process of analyzing campaign results. When it's time to review outcomes, having a consistent naming convention in place makes result analysis straightforward.
  3. Efficiency: A clear naming convention contributes to reducing the time required for reporting tasks. By grouping campaigns based on the various elements that compose their names, reporting work becomes more efficient.

Setting Up Your Naming Convention

When establishing a solid naming convention, the aim is to answer questions about campaign performance based on various variables. Which variables matter to you? Here are some ideas:

  • Audience Type 
  • Campaign Name
  • Dates
  • Platform
  • Creativity
  • Location
  • Objective

Illustrating with an Example

Consider a client with an e-commerce business running campaigns in three different countries (ES, USA, UK), on two different platforms (Facebook and Google), and promoting multiple brands in each country (Brand A and Brand B). They also have campaigns with different objectives (Conversions, Reach, and Catalog Sales) and distinct audience types (campaigns targeting new users and those targeting their existing database).

Relevant segmentation variables

For this client, the relevant segmentation variables could include the targeted territory, platforms used, various brands promoted, campaign objectives, and audience types.

A Potential Naming Convention

Using the information above, a potential naming convention could be:

Brand_Territory_Platform_Campaign Objective_Audience Type

For example:

  • Brand A_USA_Google_Reach_Prospecting
  • Brand B_UK_Google_Conversions_Prospecting
  • Brand B_ES_Facebook_Conversions_Retargeting

Adsmurai's Official Naming Convention

At Adsmurai, we adhere to a standardized naming convention for all our clients. This approach ensures consistent reporting tools that display data breakdowns based on the different naming convention variables (campaign, ad set, and ad).


Client name_Line of Business_Campaign name_Audience type_Campaign duration_Objective_Country_Platform_Custom1_Custom2


Audience type_Audience name1_Audience name2_Country_Gender_Platform_Placement_Custom1_Custom2


Content name_Ad Format_Country_Platform_Custom

¿How to set up your naming convention in AMP?

Follow the instructions of this article to learn how to set up your naming convention in your AMP’s organization.