Field notes
Campaign names that survive messy exports
Beautiful naming inside a social ads manager means little when finance pastes a CSV with truncated campaign titles. Media buying teams that survive month-end reconciliations tend to encode the same tokens in the same order: brand or client code, market, channel shorthand, objective, and a date or flight ID.
Example pattern used by several of our clients: BRAND_TH_SEA_CONV_2025Q3. It is not pretty. It sorts. When Google Ads and Meta exports land in one sheet, the brand and market tokens still align even if the UI display name was rewritten for a pitch deck.
Avoid spaces and Thai characters in the machine name if your finance tools mangle Unicode. Keep a human-readable label in a separate column or description field for stakeholders. The machine name is for joining tables; the label is for the briefing sentence.
Before commissioning a visibility review, ask whether last quarter’s names still parse. Cleaning eight weeks of free-text titles is often the longest day in the engagement—and the most avoidable.