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Campaign Naming Convention

A campaign naming convention is a consistent format for naming campaigns and assets so reporting stays readable and scalable.

Updated 2026-01-24

Definition

A campaign naming convention is a consistent format for naming campaigns and assets so reporting stays readable and scalable.

Example

Use a format like nb-search-us-brand-jan to encode intent, geo, and theme.

How to use it

  • Encode intent and geography consistently (for example nb-search-us).
  • Separate campaign objectives from creative concepts to avoid mixing meanings.
  • Document required fields and enforce them in launch checklists.
  • Keep naming rules short enough to be used consistently by every team.

Common mistakes

  • Allowing free-form names that fragment reporting.
  • Renaming campaigns mid-test and losing historical comparability.
  • Using different naming rules across regions or agencies.
  • Encoding too many fields so names become unreadable.

Why this matters

This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.

Practical checklist

  • Write a 1-line definition for "Campaign Naming Convention" that your team will use consistently.
  • Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
  • Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
  • Sanity-check with a related calculator from the same category on MetricKit.
  • Read the related guide (e.g., UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself)) for context and common pitfalls.

Where to use this on MetricKit

Calculators

  • Max CPC Calculator: Compute break-even and target CPC (and optional CPM) from CVR, AOV, and contribution margin assumptions.
  • Break-even CPM Calculator: Compute break-even and target CPM from CTR, CVR, AOV, and contribution margin assumptions.
  • Break-even CTR Calculator: Compute the CTR required to break even (and hit a target) given CPM, CVR, AOV, and contribution margin.
  • A/B Test Sample Size Calculator: Estimate sample size per variant for a conversion rate A/B test given baseline CVR, MDE, significance, and power.
  • CPL to CAC Calculator: Convert cost per lead (CPL) into CAC using lead-to-customer rate (and compute targets).

Guides