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Naming convention generator

Build campaign, ad set and ad names your reports can group and filter. Pick the parts, set the order, then share the pattern so the whole team names things the same way.

Start from:
Between parts Spaces inside a part become

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Why naming conventions matter

Ads Manager, Google Ads and your analytics all group and filter by name. When everyone names things the same way, you can pull "all LinkedIn lead campaigns in the UK this quarter" with one filter instead of an afternoon in a spreadsheet.

It also makes handovers painless. A new team member, an agency or your future self can read what a campaign is from its name alone.

Five rules for names that last

  • Broad to specific.Date and channel first, creative details last. Names then sort sensibly.
  • Use set lists, not free text."leads", not "Leads", "lead gen" and "LG". Every variant splits your reports.
  • One separator between parts.Pick _ or - and never use it inside a part, so names split cleanly into columns.
  • Match your UTMs.Use the campaign name as utm_campaign and the ad name as utm_content, so ad platform and analytics data line up.
  • Write it down and share it.The share link keeps everyone on the same pattern.

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Questions

What should go in a campaign name?

Enough to filter by the things you report on. For most teams that's when it ran, the channel, the platform, the objective, the campaign or offer and the market. Ad sets add the audience and placement. Ads add the format, the creative idea and a version number.

Should I use underscores or hyphens?

Either works. What matters is using one between parts and never inside a part. This tool turns spaces inside a part into the other character, so "spring launch" becomes spring-launch when parts are joined with underscores.

How do I share the convention with my team?

Click "Copy share link". It saves your parts, order and settings in the link itself, so anyone who opens it sees the same setup. Nothing is stored on our side.

Does this work for Google Ads?

Yes. Choose "Paid search" to get campaign, ad group and ad levels with match types and keyword themes.