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Naming Conventions for Facebook Ads

One of the most common areas I see business owners get confused within Ads Manager is navigating their way through campaigns to find what matches with which and how to check the results of their overall campaign. In this article, I breakdown how I name Facebook Ads and arrange all levels of a campaign so I can easily keep track of their results.

You want to make your names as clear as possible highlighting any specifics without you having to click the ‘edit’ or ‘preview’ button to check each ad individually. When you run multiple variations of ads across a number of campaigns and then ad sets, the number of each one can be quite overwhelming.

It’s important to note that there is no ‘one-size fits all’ for naming conventions and you need to use what works for you. At the end of the day, if it makes sense to you and you can read the results that’s all that matters.

For starters, I number all campaigns from 1-10 and use this number at the beginning of every title for the campaign, adset and advertisement. This helps me keep track of them but also I can quick and easily hit the title header to order everything in their numbers and see a gradual progression of every adset or advertisements performance.

The way I give a campaign a number is the following:

  1. Interest-Based Cold audience
  2. Lookalike audience
  3. Video Engagement audience
  4. Post Engagement audience
  5. Data Custom Audience
  6. Email Subscriber/Lead Magnet Downloaded audience
  7. All website browsers audience
  8. Browse product website custom audience
  9. Abandon Cart/Order audience
  10. Customer Re-engagement audience

Remembering each of the numbers might be confusing at first so I’ve got a handy print-off you can use here.

If that’s still too confusing, just keep it simple for whether they’re Cold (don’t know you), Warm (know you but haven’t bought), Hot (know you and have bought from you)

Naming Campaigns

Then, starting from the campaign I begin labelling them with the campaign objective and any specifics that may be applicable. For instance:

  • 9. Website Conversions, Abandon Cart
  • 2. Video Views Split Test

Naming Ad Sets

At the Ad set level I then label it according to the audience specifics, any unique elements of that adset and I then put the title from the Campaign at the end of the Ad set name as well. For instance:

  • 9. Abandon Cart Audience, Purchase Event, Desktop Only – Website Conversions, Abandon Cart
  • 2. Customer Lookalike Audience 1% Australia, 25-35 SPLIT – Video Views Split Test

Naming Advertisements

When I’m then at the Advertisement level I continue the theme with a description of the particulars from the advertisement. These might include the type of image, copy or the ‘hook’ you’re including in the advertisement. Whatever is the easiest and then bring the ad set and campaign name through once more. *Note: this may become a bit more difficult with dynamic creative and using many different types of ads in the one ad ID*. For instance:

  • 9. “You forgot something” image – Abandon Cart Audience, Purchase Event, Desktop Only – Website Conversions, Abandon Cart
  • 2. Main product video – Customer Lookalike Audience 1% Australia, 25-35 SPLIT – Video Views Split Test

Obviously, once you get to the advertisement level the names become quite long so it’s important to set up your columns appropriately and adjust them to see the information you need to see.

For a bonus tip, you can customise the columns to show the advertising, ad set and campaign names alongside one another to see all the information clearly.

To set these up, click customise columns, search in the settings heading to get the campaign and adset titles.

Move them to the top of the list so they’re first in the order from left to right.

Naming Custom Audiences & Conversions

Another naming convention that often gets overlooked but is still just as important is the naming of custom audiences and conversions.

Particularly when you are choosing an audience to target, you only have the list of custom audiences in the ad set dropdown to choose from.

My method of naming custom audiences is the following. Audience type, then timeframe/date. For instance:

  • All website visitors – 30 Days
  • Purchasers – 90 Days
  • Email Subscriber upload – 26/11/17

With custom conversions, you need to name them something that is relevant and allows you to easily view it when customising columns in your reports. You don’t need to put the word ‘conversion’ at the end as the report will automatically add this for you. For instance:

  • Sample kit customer
  • Lead Magnet download
  • Subscriber


That’s the system I use to label my Facebook Ad Campaigns. It works for me but it might be too confusing overwhelming for you, you need to remember that the right system to use is one that works for you.

As you begin to run more campaigns though, your ads manager will become confusing if you don’t decide on a system soon and put that into practice each time. I hope this system will help put you on the right path.

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