name: meta-ads-naming-conventions
description: Design and generate a consistent naming convention for Meta (Facebook/Instagram) Ads across campaign, ad set, and ad levels — plus the matching UTM/URL tracking — on any ad account. Built on the SUMAS levers (producto, objetivo, ángulo, audiencia…): each lever gets ONE home level, names are lowercase and machine-parseable, and the UTMs build themselves from the names via Meta dynamic params. Use whenever the user wants to plan how to name their campaigns/ad sets/ads, set up a naming convention, structure a Meta account, define UTMs, or asks "cómo nombrar mis campañas", "convención de nombres", "nomenclatura", "estructura de campañas", "naming convention", "how should I name my ads", "set up UTMs". Account-agnostic: ships generic defaults, reads a per-account spec the user provides. It PLANS and GENERATES names/UTMs — it does not create objects in Meta (that's meta-ads-campaign-setup / adset-setup / ad-setup).
Meta Ads — Naming Conventions
Turn the levers an advertiser cares about (product, funnel stage, objective, audience,
angle, format…) into a single, disciplined naming system for campaigns, ad sets, and
ads — and the UTM/URL tracking that stays in sync automatically because it is built
from those same names.
This is a planning / generation skill, not a write skill. It produces:
- a per-account naming spec (which levers are active + the account's vocabulary),
- concrete names for a campaign plan at all three levels, and
- the matching
url_tags (UTM) template.
It never creates objects in Meta — hand the generated names to
meta-ads-campaign-setup / meta-ads-adset-setup / meta-ads-ad-setup.
This skill is account-agnostic: it hardcodes no brand, offer, or audience. All
account-specific values live in a naming-spec.yml the user provides (copied out of
templates/naming-spec.template.yml). The same skill runs on any ad account.
The idea (built on SUMAS)
A naming convention is just the levers the advertiser identified, made visible in the
account. SUMAS decides which levers matter; this skill encodes them into the
structure so every campaign, ad set, and ad is self-describing and every report can be
split by lever.
Two principles carry the whole design:
- One home level per lever. A lever lives at exactly one level; the full identity of
an ad is
campaign > ad set > ad read together, with no repetition. This keeps
names short and stops them from drifting out of sync.
- The UTMs are generated from the names. Meta dynamic params
(
{{campaign.name}}, {{adset.name}}, {{ad.name}}, {{placement}}) mean you set the
url_tags template once and every ad's tracking auto-fills from its names. Names and
tracking are one system, not two manual chores.
Goal (job-to-be-done)
Give a media buyer a naming + tracking convention that is (a) consistent across an account,
(b) readable at a glance, and (c) machine-parseable — so any name splits cleanly back
into its levers in GA4 / Looker Studio / Sheets, and "which angle won?" or "which audience
won?" becomes a groupable question instead of a manual guess.
Scope
- ✅ Design the convention for an account (pick active levers, build the vocabulary).
- ✅ Generate campaign / ad set / ad names from a plan.
- ✅ Generate the
url_tags (UTM) template from the names.
- ✅ Validate / repair any name the user pastes against the rules.
- ❌ Create objects in Meta →
meta-ads-campaign-setup / adset-setup / ad-setup.
- ❌ Decide the media strategy (budgets, which audiences/angles to test) → that's SUMAS
- the setup skills. This skill encodes decisions already made.
How to run it
- Get or build the spec. Ask the user for their
naming-spec.yml. If they don't have
one, walk them through templates/naming-spec.template.yml: which levers are active per
level, and the account's vocabulary (offers, audiences, geos, languages, angles). Start
from the Porter defaults in references/default-taxonomy.md and let them override.
- Confirm the levers → level map with
references/lever-map.md. Remind them: each
lever has one home level; don't repeat.
- Generate names using the patterns below and the hard rules in
references/rules.md.
Show them the names AND how each splits back into levers.
- Generate the
url_tags template from references/utm-system.md.
- Validate every name against
references/rules.md before handing off. Reject
anything with uppercase, spaces, or reserved characters — those break the UTMs.
The patterns (at a glance)
Campaign: {brand}_{funnel}_{objective}_{offer}[_{market}]
Ad set: {audience-type}_{audience-detail}_{geo}_{lang}[_{placement}]
Ad: {yymmdd}_{angle}_{format}_{hook}_{variation}
Campaign: nike_tofu_reach_summer-sale_us
Ad set: lal_purchasers-1pct_us_en_feed
Ad: 250716_social-proof_vid_neymar-hook_v2
Split any name on _ and every lever falls into its own column. That is the entire point.
The non-negotiable rules (full detail in references/rules.md)
- Lowercase only — no uppercase, no camelCase (UTMs are case-sensitive;
Facebook ≠ facebook).
- Two delimiters:
_ separates fields (the levers), - separates words inside one field.
An _ never appears inside a value; a - never separates fields.
- Allowed characters:
a–z 0–9 - _ only. No spaces, %, &, =, ?, #, +, ., /,
or accents (ñ→n, á→a). Percentages/money spelled out: 1pct, 3x, 250usd.
- Dates:
yymmdd (e.g. 250716).
- Fixed field order per level. Omit an optional lever only from the tail; an omitted
middle lever becomes
na so column positions never shift.
Reference files
references/lever-map.md — every lever, its home level, and which UTM it flows into.references/rules.md — casing, delimiters, charset, validation regex.references/utm-system.md — Meta dynamic params, the url_tags template, GA4 notes.references/default-taxonomy.md — Porter defaults: funnel stages, objectives, audience
types, format codes, the starter angle library, and abbreviations.templates/naming-spec.template.yml — the per-account config to copy and fill.
Keep filled client specs out of this shared repo — they contain account data. Copy the
template into the client's own workspace.
