A fixed structure for campaign, ad set, ad, and UTM names that encodes channel, objective, audience, creative, and date so reporting can be automated. The unglamorous foundation of every working dashboard, and the first thing an audit finds missing.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Naming Convention." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/naming-convention/