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Naming patterns (also called naming conventions) let you define a template for how campaigns, ad sets, and ads are named when published to Meta. Instead of typing names manually, use tokens — placeholders wrapped in curly braces that get replaced with real values at publish time. This keeps your naming conventions consistent across every launch.

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How It Works

Write a pattern using any combination of plain text and tokens: 
{budget_type} | {campaign_objective} | {launch_date}
At publish time, this becomes: 
CBO | SALES | 2025-03-15
Tokens resolve to actual values from your draft — targeting, creatives, campaign settings, and more. Any token that has no value is removed automatically, and leftover separators are cleaned up so you never get names like CBO | | 2025-03-15.

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Where to Set Naming Patterns

You configure naming patterns at three levels in the launch wizard:
LevelWizard StepWhat It Names
CampaignCampaign SettingsThe campaign published to Meta
Ad SetAd Sets & TargetingEach ad set within the campaign
AdAds & CreativesEach individual ad

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Preset Templates

AdStellar includes two built-in presets so you can get started without building a pattern from scratch:

Basic

Quick identification with essential info.
  • Campaign: {campaign_objective} | {launch_date}
  • Ad Set: {audience_template_name} | {locations} | {custom_audiences}
  • Ad: {creative_template_name} | {headline} | {primary_text_preview} | {media_filename}

Advanced

Comprehensive naming with full details.
  • Campaign: {budget_type} | {campaign_objective} | {conversion_event} | {launch_date}
  • Ad Set: {audience_template_name} | {locations} | {age} | {gender} | {custom_audiences}
  • Ad: {creative_template_name} | {headline} | {primary_text_preview} | {media_filename} | {cta} | {creative_type}
Select a preset from the template dropdown on any naming field, or choose Custom to build your own.

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Available Tokens

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Campaign Tokens

TokenExample ValueDescription
{campaign_objective}SALESCampaign objective — TRAFFIC, LEADS, or SALES
{conversion_event}PurchaseOptimization event — Purchase, Lead, AddToCart, etc.
{launch_date}2025-03-15Date the campaign is published (YYYY-MM-DD)
{budget_type}CBOBudget structure — CBO (campaign budget) or ABO (ad set budget)

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Ad Set Tokens

TokenExample ValueDescription
{audience_template_name}Cometly AudiencesName of the saved audience template
{locations}USA,UK,CATarget locations (first 3)
{age}25-34Age range targeting
{gender}AllGender targeting — Male, Female, or All
{interests}Technology,GamingInterest targeting (first 3)
{custom_audiences}Website VisitorsCustom audience names (first 2)
{lookalike_audiences}1% LookalikeLookalike audience names
{placement}Advantage+Placement type — Advantage+ or specific placements
{optimization_goal}LINK_CLICKSAd set optimization goal
{campaign_name}`SALES2025-03-15`The generated campaign name (from campaign level)
{variant_index}1Variant number (1, 2, 3…) for unique identification

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Ad Tokens

TokenExample ValueDescription
{headline}Shop Our SaleAd headline (truncated to 20 characters)
{primary_text_preview}Get 50% off todayFirst 5 words of primary text
{cta}SHOP_NOWCTA button — SHOP_NOW, LEARN_MORE, SIGN_UP, etc.
{creative_type}IMAGECreative format — IMAGE or VIDEO
{landing_page}example.comDestination URL domain
{campaign_name}`SALES2025-03-15`The generated campaign name
{adset_name}`USA,UK25-34All`The generated ad set name
{creative_template_name}Summer SaleName of the saved creative template
{media_filename}summer-saleMedia asset filename (without extension)

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Creative Testing Mode Tokens (Ad Set Level)

When Creative Testing Mode is enabled, each ad set corresponds to a single creative. This unlocks creative-related tokens at the ad set level so you can identify which creative each ad set contains:
TokenExample ValueDescription
{headline}Shop NowAd headline (truncated to 20 characters)
{primary_text_preview}Get 50% off todayFirst 5 words of primary text
{cta}SHOP_NOWCTA button
{creative_type}IMAGECreative format — IMAGE or VIDEO
{landing_page}example.comDestination URL domain
{creative_template_name}Summer SaleName of the creative template
{media_filename}summer-saleMedia asset filename
In Creative Testing Mode, a pattern like {audience_template_name} | {creative_template_name} | {media_filename} makes it easy to see both the audience and creative for each ad set at a glance in Meta Ads Manager.

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Saving Custom Templates

Once you’ve built a naming pattern you like, save it as a reusable template:
1

Build your pattern

Type your pattern using tokens and plain text, or start from a preset and modify it.
2

Save the template

Click Save as Template and give it a name. The template saves the patterns for all three levels (campaign, ad set, and ad).
3

Reuse across launches

Select your saved template from the dropdown on any future launch. Templates are available to everyone on your team.
You can rename or delete saved templates from the same dropdown menu.

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Tips for Effective Naming

Consistent naming makes campaigns dramatically easier to find, filter, and analyze in Meta Ads Manager. Pick a convention and stick with it.
  • Start ad set names with {audience_template_name} — makes it easy to filter by audience in Ads Manager.
  • Include {creative_template_name} or {media_filename} in ad names — quickly see which creative is performing best.
  • Add {launch_date} to campaign names — essential when running similar campaigns over time.
  • Use {variant_index} for deduplication — if multiple ad sets use the same audience, the variant index keeps names unique.
  • Use separators consistently — pick |, -, or _ and stick with one style. Pipes (|) are popular because they’re visually distinct.
  • Keep patterns concise — Meta truncates names longer than 400 characters in some views. AdStellar enforces this limit automatically.

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Examples

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E-Commerce Brand

LevelPatternResult
Campaign{campaign_objective} | {conversion_event} | {launch_date}SALES | Purchase | 2025-03-15
Ad Set{audience_template_name} | {locations} | {age}High-Intent Shoppers | USA | 25-44
Ad{creative_template_name} | {headline} | {cta}Spring Collection | Shop the Look | SHOP_NOW

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Agency Managing Multiple Clients

LevelPatternResult
Campaign{budget_type} | {campaign_objective} | {launch_date}CBO | LEADS | 2025-03-15
Ad Set{audience_template_name} | {custom_audiences} | {locations}Retargeting Pool | Website Visitors | USA,UK
Ad{media_filename} | {creative_type} | {cta}hero-video-v2 | VIDEO | LEARN_MORE

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Creative Testing Setup

LevelPatternResult
CampaignCTM | {campaign_objective} | {launch_date}CTM | SALES | 2025-03-15
Ad Set{audience_template_name} | {creative_template_name} | {variant_index}Broad US | Summer Sale | 1
Ad{creative_template_name} | {headline} | {media_filename}Summer Sale | 50% Off Today | promo-banner

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How Token Resolution Works

When you publish a campaign, AdStellar resolves tokens in order:
  1. Campaign name is generated first using campaign-level tokens.
  2. Ad set names are generated next — the {campaign_name} token is available here because the campaign name was already resolved.
  3. Ad names are generated last — both {campaign_name} and {adset_name} tokens are available because both were already resolved.
If a token has no value (for example, {custom_audiences} when no custom audiences are used), it’s removed from the name and any surrounding separators are cleaned up automatically.