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Setting up a naming registry for client ad accounts

A naming convention says what a name should look like. A registry says which codes already exist and who owns them, so two people do not invent the same one.

Decide what the registry holds

  • Keep one row per approved code: the code, what it means, the owner, the date it was added and the date it was retired, if it was.
  • Keep the list short. Every code needs a meaning that someone can explain in one sentence.
  • Store the registry where the team and the reporting work can both read it, and name one owner for it.

Set the rules for adding codes

  • Only the owner or a named deputy adds a code. Everyone else asks for one through the request channel.
  • A new code is checked against the list after case and separators are removed, so SMR, smr and S-M-R count as one code.
Made-up scenario: a team wants SUMMER for a new campaign. The registry already holds SMR for last year's summer sale. The team reuses SMR and adds a date range to the campaign name, instead of creating a second code for the same thing.
  • Retired codes stay in the list with their end date. A report from last year must still be readable.

Connect it to the work

  • Check every new name against the registry in the pre-launch steps, using the naming QA guide.
  • Review the list once a month. Mark codes that no live account uses as retired first, and remove them only after a second review.

Keep it small

  • A registry that grows without rules becomes a second convention that nobody reads. Check its size each quarter.
  • Write the rules at the top of the sheet, not in a separate document that nobody opens.

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

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Terms in this guide

Ad naming conventionNaming QAData hygiene

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