Naming across many brands in one agency

The more clients you run, the more a shared naming pattern saves. The trick is letting each brand add its own code without breaking the pattern.

One pattern, many values

Fix the order of fields for everyone: client code, channel, goal, audience, creative ID, version.
Let each client define its own codes inside the fields.

A registry

Keep one list of client codes and of allowed values per field.
Add a value in one place, with a date and an owner.

Changing the pattern

Treat a change as a proposal: write the reason, the effect on old names and who approves it.
Do not rename live campaigns in bulk without a plan for the reports.

Check it

Run a monthly check for names that break the pattern, and fix them in a batch.

The ad naming generator builds names that follow a pattern.

5 min read. Last updated 2026-10-07. Examples use made-up numbers.

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Ad naming convention Creative ID UTM parameters

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