# Naming Conventions

Build a naming pattern from tags and a separator so campaigns, ad sets and ads name themselves consistently.

Canonical: https://adsap.ai/docs/guides/launch/naming-conventions
Updated: 2026-09-13

Adsap names your campaigns, ad sets and ads for you from a pattern you build once. Consistent names are what make the [performance dashboard](/guides/insights/performance-dashboard) readable at ad level, and renaming a few hundred ads afterwards is not realistic.

A naming convention is tags in an order you choose, joined by one separator. Dynamic tags fill themselves in, placeholders ask you per launch.

## How the builder works

A naming convention is a **list of tags in an order you choose**, joined by a **separator**. You build it by adding tags and dragging them into position, not by typing a pattern.

Set it up per ad account at **Account Defaults, then [Launch Settings](/guides/account-defaults/launch-settings)**, or during the [setup wizard](/getting-started/setup-wizard).

## Separators

**Underscore**, **Hyphen**, **Pipe**, **Double** (a double underscore), **Ampersand**, or **Custom** if you want something else.

Pick one and never change it. The separator is what lets you split names apart later in a spreadsheet, and a mix of two makes that job painful.

## The tags

### Dynamic tags

These fill in from the campaign, ad set or ad they name.

| Tag | Example |
|---|---|
| **Ad Format** | `vid` |
| **Ad Set Name** | `broad-us-18-65` |
| **Campaign Name** | `conv-sneakers-q1` |
| **Asset Type** | `video` |
| **Filename** | `summer-promo` |
| **Date** | `20260228` |

Date also comes in other formats, so you can use the one your team reads without thinking.

### Placeholder tags

These are prompts you fill in per launch rather than values Adsap can work out.

| Tag | Example |
|---|---|
| **Product** | `popbox` |
| **Offer** | `20off` |
| **Concept** | `unboxing` |
| **Influencer** | `alex` |

### Custom tags

Add your own if these do not cover it. Anything your team needs to filter on later is a candidate.

## Choosing a pattern

The test: can you read a report six months from now and know what an ad was? In practice, the answer to "which creative idea was this" needs to be in the name, because that is the question you will be asking.

A workable ad-level pattern is concept, then offer, then asset type, then date. Filename helps when your creative files already have good names, and adds noise when they do not.

Do not include anything already visible as its own column in reporting. Repeating the campaign name inside every ad name costs you characters and tells you nothing new.

## Overriding a name

Naming conventions produce a default, not a rule. You can type any name by hand instead, on the campaign form, the ad set form, or per row in the sheet.

In an ad sheet, editing an ad's name by hand locks it, so later changes to other columns do not silently rename it back.

## On Google Ads

Google accounts have their own naming convention, set at **Account Defaults, then Launch Settings**, using the same builder with a tag vocabulary that fits Google.