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Naming Convention Template


  • ✅ Consistency in the organization of your online marketing campaigns

  • ✅ Clarity in the interpretation of your marketing activities

  • ✅ Time savings in data analysis due to uniform tracking

  • ✅ Easier collaboration with different teams

    What’s the benefit of using the template?

    Do you run digital marketing campaigns on multiple digital marketing channels? 

    If so, then using a consistent naming convention for your campaigns, ad groups, ads, creatives and UTM-parameters is crucial. 

    Having a proper naming convention will help you to 

    • correctly analyze your data
    • attribute all relevant actions on your website to the right sources.

    Creating the naming of all the online marketing elements mentioned above by including a ton of different variables can be a challenge. Therefore, we prepared an easy-to-use naming convention template.

    No need to spend endless hours trying to figure out which ad led to which conversion. Don’t lose your mind while trying to set up a report in which you try to compare your ads with the dog-creative.

    Sounds good?
    Then download the template and start using it today.

    How to use the template

    Using the template is simple. 

    There are 3 different tabs.

    Tab 1: social media | programmatic/io | display

    The first tab is the template for the creation of the campaign/io, ad group/li and ad/creative names as well as the respective landing pages, including UTM-parameters, for social media, programmatic advertising/io booking and google display campaigns.

    Tab 2: sea

    The second tab is the template for the creation of the campaign and ad group names as well as the respective landing pages, including UTM-parameters, for all search engine advertising campaigns.

    Tab 3: UTM tracking template for gads and msads

    The third tab is a proposal for a tracking template that can be used in Google Ads and Microsoft Advertising. 

    Setting up UTM-parameters with the template in tab 2 differs from this tracking template:

    • You define solely which UTM-parameters should be used.
    • The UTM-parameters will be added to all landing pages.
    • The UTM-values will be generated dynamically but you can also use static values.
    • You can use the same or different templates on the account-. campaign- or ad group-level.

    There are various UTM-Parameters that can be added to the template. You’ll find all possible UTM-Parameter and further information on the pages that are linked to in this tab.

    Important points to consider

    • Only the light yellow fields need to be edited manually. 
    • Don’t use spaces when filling out the manual fields. Use any type of sign (“_”, ”-” etc.) instead or write the words together. If not done like this the landing page links won’t work.
    • All the other fields use formulas and will be updated automatically.
    • The formulas can be adapted according to your needs and preferences and the level of granularity you need. Just click on the field that you want to change and adapt the formula.
      • For example: If you prefer a “_” instead of a “|” as a separation sign you can just change the sign in the formula of the first field of the column and then drag the field down the column.
      • We have added the for the majority of companies most important UTM-Parameters to the template. If you want to delete or add UTM-Parameters, you can adapt the formulas in the respective fields.

    Frequently asked questions

    • For whom is this Naming Convention Template designed for?

      For marketing specialists, experts, Digital advertisers, marketing directors and leaders.

    • How can this Naming Convention Template help you?

      By using this template, you will not miss any important data. The gathered data can be analyzed and interpreted more easily. Following naming conventions creates transparency and saves time.