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Naming ads when many people launch in the same week

Two people with the same naming habit still create a mess in the reports within a week. A shared rule with a registry prevents most clashes.

Operations · 4 min read · Updated 2026-10-07

The problem with many launchers

A naming rule that works for one buyer breaks when five people launch in the same week. Each person adds a small variation, and the report then splits one test into several rows.

Make names unique by design

  • Use fixed fields in a fixed order, joined by one separator. For example: brand, market, objective, format, launch date and a short creative code.
  • Add the initials of the person who launched it, so the owner is visible in the report.
  • Write the date in one format only, for example YYMMDD.
  • Keep a registry of used codes, and add a new code to it before the name goes into an ad.

Stop duplicates before launch

  • Someone other than the builder checks each new name against the registry.
  • A name that already exists is not reused, even for a copy. Add a version suffix instead.
  • The name check happens in the same review as the copy and the link.
Made-up scenario: two buyers launch a made-up shoe brand's summer prospecting ads on the same Monday, and both use the name 'SUM-PROSP-V1'. The registry check finds the clash before launch. One buyer adds initials and a registry row, and the reports stay separate.

After launch

  • Check the names in the weekly review. A name that breaks the pattern is fixed in the registry, with a note on the old row.
  • Where a live name cannot change safely, change the label in the registry and the report instead.

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