A structure for campaign, ad set, and ad names that encodes what reporting needs. Segments are separated by underscores; keep every value from a controlled list.
Download as CSV (opens in Excel, Google Sheets, or Numbers). Text is CC BY 4.0; use it however you like.
| Level | Pattern | Example | Notes |
|---|---|---|---|
| Campaign | {channel}_{objective}_{audience-type}_{geo}_{YYYYMM} | meta_sales_prospecting_us_202610 | Objective from the platform's list; audience-type: prospecting, retargeting, customers |
| Ad set / ad group | {campaign}_{audience}_{placement} | meta_sales_prospecting_us_202610_advantageplus_auto | Audience is the specific segment; placement: auto, feed, stories, reels |
| Ad | {concept}_{format}_{ratio}_{version} | hookA_video_9x16_v3 | Concept names from the creative brief; version increments on any edit |
| UTM | utm_source={platform}&utm_medium={channel}&utm_campaign={campaign}&utm_content={ad} | utm_source=meta&utm_medium=paid_social&utm_campaign=meta_sales_prospecting_us_202610&utm_content=hookA_video_9x16_v3 | Lowercase everywhere; no spaces; medium from a fixed list (paid_search, paid_social, display, video, ctv, audio) |
Related: practice terms in the glossary.