Funnel’s 4-step

guide to nailing
your naming
conventions
Let’s start with some context 2

When creating naming conventions, you do it to Here is a simple 4-step process to ensure

identify campaigns on each platform. you create useful naming conventions

#1 List all the variables

But if you want to analyze across channels, you'll
need to prepare that data for analysis. How? By
#2 Think before you name
organizing data from different platforms and
campaigns.
#3 Create a hypothesis

#4 Stick to the plan

 Step 1: List all the potential variables 3

Different ad platforms require slightly different Product Variables Targeting Variables

variables depending on the targeting and
Brand Traffic source
campaign structure.
Category Geo

Here is an example of e-comm variables broken Sub-category Ad type

down into two categories: product & targeting.

Product line Tactic
But write down all that apply to your business.
Product name Objective

Product details Publisher

Product margin Placement

Promotion/sale Audience

Step 1 | Step 2 | Step 3 | Step 4

 Step 2: Think before you name 4

To present an analysis to your managers and colleagues, group

data based on the goals of each campaign.

Imagine common questions asked by management or

colleagues. Take inspiration from the questions below and create
your own.

Does customer
How is the UK Which product Which USP did our
acquisition cost
market has the biggest customers like the
differ on each
performing? margin? best?
platform?

Step 1 | Step 2 | Step 3 | Step 4

 Step 3: Create a hypothesis
Being a data-driven marketer means you use
insights to formulate various hypotheses.
When creating a hypothesis, you'll identify which
variables are necessary to include in your
campaign structure.
Step 1 | Step 2 | Step 3 | Step 4
5
For example, “Creatives highlighting value for
money and environmental impact will perform
better than those only highlighting value for
money.”
In this case, you'll need to include the product
USPs in the campaign name:
Campaign A | Value | Environment
Campaign B | Value
 Step 4: Stick to the plan 6

KEEP
Once you decide on a naming convention structure, stick to
CALM
AND
it.
STICK TO
If you have channels managed by different teams, ensure
THE PLAN
that everyone applies consistent naming conventions overall.

You’ll need to educate teams about why, so they understand

the value and keep record.

Adding complexity to naming conventions is relatively

painless, but completely changing the foundations is a
hassle.

Step 1 | Step 2 | Step 3 | Step 4

Campaign naming convention example 7

Variables: [channel] | [platform] | [geo] | [stage of funnel] | [brand/non-brand] | [usp]

=
Campaign name: Paid social | FB | UK | Think | NB |Time
In summary: make your life easier by 8

planning ahead

Take all variables into Think about who you Creating a hypothesis is Educate and train
account depending on will be presenting data a great way to think everyone involved, but
the targeting and to and how you want to ahead about what also document best
campaign structure, and present it to them. needs to be included. practices so knowledge
write them down! gaps don’t get in the
way of consistency.
 9

Remember, the general idea of using a structured

naming convention is, after all, to save time and
make your life easier.

For more information, visit funnel.io