Campaign Naming Convention Generator

Build consistent, readable, and analytics-friendly campaign names for paid media, UTM parameters, and reporting. For marketers, SEOs, and growth teams. This tool runs entirely offline in your browser.

Estimates only. Verify with your analytics data.

Build Your Convention

Campaign Source *

The origin of your traffic (utm_source).

Campaign Medium *

The marketing medium (utm_medium).

Business Initiative

High-level campaign goal or theme.

Target Audience

Audience segment or funnel stage.

Creative/Asset

Specific ad creative or content piece.

Separator

Case Style

Include date stamp (YYMMDD)

Generated Names

Primary Campaign Name

google_cpc_product_launch_prospecting_video_hero_250101

Full UTM Parameters

utm_source=google

utm_medium=cpc

utm_campaign=google_cpc_product_launch_prospecting_video_hero_250101

Assumptions Used

Order: Source + Medium + Initiative + Audience + Asset + Date
Date format: YYMMDD (if enabled)
All components lowercased and sanitized (spaces to underscores)

* Required for UTM parameters. Empty fields are skipped in the generated name.

Why Consistent Campaign Naming Matters

A standardized naming convention turns chaotic campaign data into structured, reportable information. It enables accurate channel comparison, simplifies analytics segmentation, and ensures your team speaks the same language across platforms like Google Ads, Meta, and Google Analytics.

Input Field Reference

Input	What it Represents	Where to Find It	Common Pitfall
Campaign Source	The platform or referrer sending traffic (e.g., google, facebook, newsletter).	Ads platform name, email service provider, social network.	Using inconsistent variants (fb, facebook, meta). Pick one and document it.
Campaign Medium	The marketing channel type (e.g., cpc, email, social, affiliate).	Channel categorization in your marketing plan.	Mixing medium and source (e.g., google_cpc vs google_search). Medium should be channel type only.
Business Initiative	The high-level campaign goal or theme (e.g., product_launch, sale_event).	Company marketing calendar, campaign brief.	Being too vague (promo vs spring_sale_24). Be specific enough for year-over-year comparison.
Target Audience	The audience segment or funnel stage (e.g., prospecting, retargeting, loyalty).	Audience lists in your ads platform or CRM segments.	Not differentiating between cold and warm audiences, muddying performance analysis.
Creative/Asset	The specific ad creative or content piece (e.g., video_hero, ebook_download).	Creative library, content calendar.	Using internal file names that aren't understandable to the broader team.

Step-by-Step Guide

Define required components with your team. What dimensions do you need to report on?
Set vocabulary rules for each component (e.g., always "google", never "goog").
Choose a separator and case and stick to it across all campaigns.
Use this tool to generate and preview names before launching campaigns.
Document your convention and share it with all stakeholders.
Regularly audit campaign names in your analytics platform for consistency.

Realistic Examples

Example 1: Google Search Campaign

Inputs: Source: google, Medium: cpc, Initiative: black_friday, Audience: prospecting, Asset: dynamic_search, Date: on

Generated: google_cpc_black_friday_prospecting_dynamic_search_241125

Clearly identifies the platform, campaign timing, audience, and ad type for easy Black Friday analysis.

Example 2: Email Newsletter

Inputs: Source: newsletter, Medium: email, Initiative: q1_newsletter, Audience: loyalty, Asset: blog_roundup, Date: off

Generated: newsletter_email_q1_newsletter_loyalty_blog_roundup

Distinguishes this from other email campaigns and targets the loyalty segment specifically.

Common Mistakes Checklist

Using spaces or special characters (use underscores/hyphens) Changing conventions mid-quarter without migrating old data Not including enough detail to distinguish similar campaigns Including variable data (like specific keyword) that creates too many unique names Different teams using different naming styles Forgetting to document the convention for new hires

Convention Preview & Validation

Test how your convention handles different scenarios. Adjust the example values below to see the generated name change.

Example Source

Example Initiative

Example Asset

Preview Result

linkedin_cpc_webinar_promo_prospecting_carousel_ad_250101

Character count: 49 (recommended < 100 for most platforms)

Frequently Asked Questions

How long can a campaign name be?

Most platforms support up to 255 characters, but for readability and reporting, aim for under 100. Excessively long names can be truncated in some reports.

Should I include dates in campaign names?

Including a date (YYMMDD) is useful for time-bound campaigns and prevents accidental reuse. For evergreen campaigns, consider omitting it to maintain consistency over time.

What's the difference between utm_source and utm_medium?

Source is the specific platform (google, facebook). Medium is the channel type (cpc, email, social). A single source can have multiple mediums (e.g., facebook_cpc, facebook_social).

How do I handle campaign names for A/B tests?

Add a test identifier in the "Creative/Asset" field (e.g., video_a, video_b) or as an additional component. Ensure the base name remains identical for aggregated reporting.

Where should I document our naming convention?

Use a shared wiki, Google Doc, or internal knowledge base. Include examples, a component glossary, and rules for new campaign creation.

Methodology & Assumptions

Order of components: Source + Medium + Initiative + Audience + Asset + (optional Date)
Sanitization: All input is lowercased, spaces replaced with chosen separator, special characters removed.
Date format: YYMMDD (two-digit year, month, day) if enabled, using UTC date when generated.
Empty fields: Skipped entirely; no extra separators left behind.

Disclaimer: For informational and educational purposes only. This tool helps generate naming structures but does not guarantee platform compliance or reporting accuracy. Always test your naming convention in your analytics platform.

Sources & References: UTM parameter best practices (Google Analytics); Campaign naming conventions for paid media (platform-specific guidelines); SEO-friendly URL structures.

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Campaign Naming Convention Generator

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