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Naming QA before launch: check every name before the first spend

Names are how a report finds a row. One misspelled campaign name can split its spend into a second line that nobody reads, so the check runs before launch, not after.

Check the structure

  • Check that every name follows the agency naming convention: the same field order, the same separators and the same case rule at every level.
  • Check brand, market, objective and audience fields against the approved list, not against whatever was typed that day.
  • Check the date or version field. Use one format only, and make sure the version matches the creative brief it came from.
  • Check that the creative ID in each ad name matches the file in the creative library, not a copy with a similar name.
  • Check that the campaign, source and medium values in each URL match the names in the account. A mismatch splits the report.
  • Look for leading or trailing spaces, doubled separators and stray characters. A reporting tool can treat them as a new value.
The UTM builder helps build the link parameters. The naming check still runs on the names themselves.

Run the check as a list

  • Export the draft names to a sheet, one row per name, and check each row against the rule. Do not check by eye.
  • Count the names at each level and compare the count with the plan. A campaign planned with six ad sets that holds five is a question to answer.
Made-up scenario: a launch has 14 ad sets. Two were named Summer_Sale and summer sale by two different people. The report would show two rows, and the sale total would be split across both.

Record and fix before spend

  • Keep a short QA log for each launch: the date, the person who checked, the rule set used, the number of names checked and the fixes made.
  • Fix names before the first spend. Renaming after launch often splits a report built on names into two rows.
  • Make the check a step in the approval workflow, so a busy week cannot skip it.

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

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Ad naming conventionCreative IDUTM parameters

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