How to structure campaign, ad set, and ad names so you can read them in 5 seconds

Fernando Kazuo · 2026-10-07

Campaign name

A naming convention is essential for keeping your campaigns organized. Use this format:

country_objective_structure_date

Example: BR_dropshipping_sales_20231001

• country: Identify where the campaign is running (BR, PT, etc.).
• objective: What you want to achieve (sales, leads, engagement).
• structure: Campaign type (dropshipping, nutra, etc.).
• date: Add the start date in YYYYMMDD format so it’s easy to sort.

Ad set name

For ad sets, follow this structure:

audience_age_placement

Example: lookalike_25-34_feed

• audience: Targeting type (lookalike, interest).
• age: Target audience age range (18-24, 25-34, etc.).
• placement: Where the ad will show (feed, stories, etc.).

Ad name

Your ad name should be clear and direct, using this structure:

hook_format_version

Example: exclusive_offer_video_v1

• hook: Grab attention with a value proposition (offer, discount, new product).
• format: Content type (image, video, carousel).
• version: Indicate the ad version (v1, v2, etc.) to keep track of A/B tests.

Aligned utms

UTMs are essential for tracking campaign performance. Use these tags:

• utm_source: Identify the platform (facebook, google, tiktok).
• utm_medium: Define the ad type (cpc, banner).
• utm_campaign: Use the same campaign name to stay consistent.

Example:
`utm_source=facebook&utm_medium=cpc&utm_campaign=BR_dropshipping_vendas_20231001`

Tracking spreadsheet

Create a spreadsheet to track your campaigns. Include columns for:

• Campaign name
• Ad set name
• Ad name
• Start date

- UTM

• Status (active, paused, completed)
• Results (clicks, conversions, ROI)

This structure lets you quickly see what’s running and how each part of the campaign is performing, making it easier to make decisions.

How do you usually structure your campaign and ad names? What results have you gotten from organizing them this way?