Kestrel & Vane names every ad format_creator_product_angle_date, for example ugc_maya_field-chrono_gifting_2026-10. A month later, a media buyer exports Ads Manager, splits the names on underscores and sees that gifting ads averaged 2.4 ROAS while heritage ads averaged 1.7, without opening a single ad.

Ads Manager only knows what you tell it. With names like final_v3_NEW, nobody can group results by creator or angle, and the lesson from each test leaves with the person who launched it. A shared convention turns every ad name into data you can sort, filter and pivot.

Keep it short: four to six fields, always in the same order, lower case, one separator. Use a fixed list of values for each field so gifting is never also gift. Write the convention down where the whole team sees it, and fix old names in batches rather than all at once.