# Naming convention — Fintech

The naming convention with three segments a regulated financial product needs: which product a campaign sells, which market it may run in, and which review cleared the creative inside it.

Everything else is the general convention, unchanged. One row per segment, fixed positions, a closed list of values with an owner, one separator and a change rule that does not break reporting history.

## How to use it

1. Copy this file, or the CSV version if you would rather work in a sheet.
2. Decide the separator first, and pick one that cannot appear inside a value.
3. Fix the positions before the values, so a name can be split by position.
4. List the allowed values for every position, and give each list an owner.
5. Put optional segments at the end, never in the middle.
6. Write one full example name for every level, and check it splits correctly.
7. Agree the change rule before anybody renames anything that is already running.

## The columns

**Level** (Text). Which object this segment belongs to: campaign, ad set, ad, creative file, or the tracking parameters. The review reference sits at ad level, because it is a property of creative rather than of a campaign.

**Position** (Integer). The slot this segment fills, counted from the left of the name. Product and jurisdiction go early: they are the two positions an export has to show when somebody asks what was running where.

**Token** (Text). The short code as it appears, with punctuation removed so it cannot collide with the separator. Review references in particular arrive with punctuation and have to be reformatted.

**Meaning** (Text). What the token stands for, including the mapping back from a reformatted review reference to the reference as the review process issued it.

**Allowed values** (Text). The complete list this position may hold, or the rule that generates it. Product and jurisdiction have closed lists; the review reference has a rule, because references are issued continuously.

**Example** (Text). A real value written as it will appear, taken from a current review rather than from an example.

**Required** (Text). Whether the segment must appear. Product, jurisdiction and the review reference are required on every object they belong to, and an ad without a reference is an ad that is not ready to run.

**Separator** (Text). The character between segments, and never one that appears inside a review reference. This is the position where a collision is most likely, which is why references are stripped of punctuation.

**Case rule** (Text). Lower case throughout, including reformatted review references. Two cases of the same reference is two references as far as any filter is concerned.

**Where it appears** (Text). Every place this has to be repeated: the campaign name, the ad name, the creative file, the flight plan row and the tracking parameters, so what ran under which review can be answered from an export.

**Maintained by** (Text). Who owns the list of values. Product and jurisdiction lists are owned by whoever hears when a product is added or a market opens; the reference rule is owned by the reviewer.

**Change rule** (Text). What happens when this has to change. New creative under a new review is a new ad, never a rename, because a rename attaches a new reference to an old ad's history and corrupts the record.

**Notes** (Text). What the next person needs: the retired market value, the reference format the review process changed to, the retargeting token that marks an audience built from application starts.

## The naming convention

| Level | Position | Token | Meaning | Allowed values | Example | Required | Separator | Case rule | Where it appears | Maintained by | Change rule | Notes |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |
|   |   |   |   |   |   |   |   |   |   |   |   |   |

## Before you commit it

- One separator is used everywhere, and it never appears inside a value.
- Every ad-level name carries the review reference of the creative in it.
- The jurisdiction position has a closed list matching your authorisations.
- The product list has an owner who hears when a product changes.
- Every level has one full example name that splits correctly.
- New creative under a new review is a new ad, never a rename.
- Retired product and market values are recorded rather than deleted.