Naming convention: [Client]_[Type]_[Audience]_[Geo]_[YYYYMM]_[Version]. Speeds filtering, reporting, audit. Codify in templates.

Naming conventions — best practices

A consistent naming convention makes filtering, reporting, and auditing massively faster. Recommended pattern: [Client]_[Campaign-Type]_[Audience]_[Geo]_[YYYYMM]_[Version]. Wevion supports rename in place; audit log records all renames. Codify your team's convention in Campaign Templates for consistency.

Who is this for

Agencies with 50+ campaigns. Anyone whose Ads Manager is a "mess of inconsistent names" after months of ad-hoc launches.

Why naming matters

Inconsistent names = friction:

• ❌ "Campaign 1", "Final Campaign", "Real Final v2", "Q4 thing" — useless after a month
• ❌ "Meta Sales" + "FB Sales" + "Facebook Conversion" — three names for same concept
• ❌ Names in different languages by different team members

Consistent names = lookup at speed:

• ✅ Filter by Client_A → all Client A campaigns
• ✅ Sort alphabetically → grouped by type
• ✅ Search Q3_2026 → all Q3 2026 launches
• ✅ Export to CSV + filter in spreadsheet → easy reports

Recommended pattern

[Client]_[Campaign-Type]_[Audience]_[Geo]_[YYYYMM]_[Version]

Example: ClientA_SalesProspecting_LookalikePurchasers_IT_202611_v2

Component breakdown

Ad set naming

Within a campaign, name ad sets by what differentiates them:

[Audience-Specific] OR [Test-Variable]

Example: campaign ClientA_Sales_IT_202611_v2 has ad sets:

• Lookalike1pct_Purchasers
• Lookalike3pct_Purchasers
• BroadInterest_FoodieLifestyle
• Retargeting_30dCartAbandoners

Ad naming

Within an ad set, name ads by creative variant:

[Creative-Type]-[Copy-Angle]-[Version]

Example: ad set Lookalike1pct_Purchasers has ads:

• Video-Urgency-Limited-Time-v1
• Video-SocialProof-Reviews-v1
• Image-ProductHero-DiscountBadge-v2
• Carousel-MultiProduct-FreeShipping-v1

Per-team customization

The exact convention should fit your team's needs:

• In-house single brand: simpler ([Type]_[Audience]_[Geo]_[Date])
• Multi-brand: prepend brand ([Brand]_[Type]_...)
• Agency: prepend client ([Client]_[Type]_...)
• Multi-region: include region prominently

Pick a convention and stick with it for at least 3 months before evaluating.

Naming in Wevion

Set name on launch

Campaign Creator → campaign name field (Express step 6, Pro campaign config).

Rename existing

• Single rename: action menu → Rename
• Bulk rename: select multiple → bulk action → Rename with pattern
• Supports template variables ({platform}, {date}, etc.)

Search by name

am-102 filtering search bar does substring match. So Q4_2026 finds all Q4 2026 campaigns. ClientA finds all Client A campaigns.

Codify in templates

To enforce convention across team: encode naming in Campaign Templates:

• Template's campaign name field: {client_name}_{campaign_type}_{audience}_{geo}_{date}_{version}
• Variables substituted per-launch
• Team uses template → naming consistent automatically

Renames are audit-logged

Every rename creates an audit log entry:

• action: campaign_rename
• metadata: { old_name, new_name }
• user_id: who renamed
• timestamp: when

Useful for tracking: "this campaign used to be called X — why did it get renamed to Y in March?"

See team-113 audit log.

Naming gotchas

Avoid special characters

• ❌ Slashes (/): can break URL slugification
• ❌ Quotes (", '): can break CSV exports
• ❌ Pipe (|): used as separator in some tools
• ✅ Underscores (_), hyphens (-), letters, numbers safe

Avoid leading/trailing whitespace

• Trim before save
• Some platforms reject names with whitespace edges

Length limits

• Meta: 400 char limit on campaign names (plenty)
• Google: 255 char limit
• TikTok: 100 char limit
• Safe to stay under 100 char for cross-platform.

Don't put PII in names

• Don't include customer names, emails, etc. in campaign names
• Campaign names appear in audit logs, exports, internal screens — limits where the PII goes if accidentally exposed

Migration: from inconsistent to consistent

If you inherit a mess:

1. Document current state (export all campaign names to CSV)
2. Define convention going forward
3. Don't bulk-rename historical (preserves audit clarity)
4. Apply convention to all NEW campaigns going forward
5. Over time: rename critical campaigns to match (low priority for archived)

RBAC

Rename requires manager+ role. Mediabuyer can rename own campaigns; manager can rename any.

What you'll see

In Ads Manager with consistent naming:

• Alphabetical sort: groups by client / type
• Filter by prefix (ClientA*): all that client's campaigns
• Export to CSV: machine-parseable column

Common questions

• "Should I rename historical inconsistent campaigns?" Selective. Rename top-spending / critical campaigns. Leave archived alone.
• "Can I include emoji in names?" Technically yes; visually inconsistent. Avoid for professional setups.
• "What if my convention is too long for TikTok's 100 char limit?" Use abbreviations: Client_SP_LP_IT_2611_v2 instead of ClientA_SalesProspecting_LookalikePurchasers_IT_202611_v2.

FAQ

What naming convention does Wevion recommend for campaigns?

Wevion recommends the pattern [Client]_[Campaign-Type]_[Audience]_[Geo]_[YYYYMM]_[Version], for example ClientA_SalesProspecting_LookalikePurchasers_IT_202611_v2. A consistent convention makes filtering, reporting, and auditing much faster — you can filter by a client code, sort alphabetically to group by type, or search a period like Q3_2026 to find all launches from that quarter.

Can I rename campaigns in Wevion?

Yes. Use the action menu → Rename for a single campaign, or select multiple and use the bulk Rename action with a pattern that supports template variables like {platform} and {date}. Every rename creates an audit log entry recording the old name, new name, who renamed it, and when. Rename requires a manager or higher role.

Which characters should I avoid in campaign names?

Avoid slashes (/), which can break URL slugification; quotes, which can break CSV exports; and pipes (|), used as separators in some tools. Underscores, hyphens, letters, and numbers are safe. Also trim leading and trailing whitespace, and never include PII such as customer names or emails, since names appear in audit logs and exports.

Are there length limits for campaign names?

Yes, and they vary by platform: Meta allows up to 400 characters, Google up to 255, and TikTok up to 100. To stay safe across platforms in Wevion, keep names under 100 characters — use abbreviations like Client_SP_LP_IT_2611_v2 when a full descriptive name would exceed TikTok's limit.

How do I enforce a naming convention across my team?

Codify the convention in Wevion's Campaign Templates. Set the template's campaign name field to a pattern such as {client_name}_{campaign_type}_{audience}_{geo}_{date}_{version}; the variables are substituted per launch, so any team member using the template gets consistent naming automatically.

Related articles

• Filtering and sorting your data
• Bulk actions — pause, resume, edit budget
• Campaign templates — save and reuse