Last Updated: May 18, 2026
OPERATIONS · STANDARDS
Naming Conventions
The standard naming formats for every system Tierra operates in. Following these makes everything searchable, reportable, and consistent across the team.
In this doc
Meta
Use the Tierra Naming Convention Guide / Generator (sheet) to construct names. There's also a 6-min video walkthrough.
TA prefix
We include TA at the campaign level to indicate "Tierra Agency" and clearly mark campaigns created/managed by Tierra.
Campaign level
Format: [TA] - [Funnel Position] - [Objective] - [Budget Type] - [Bid Strategy] - [Optional 1] - [Optional 2] - [Optional 3]
Example: TA - TOF - Conversions - CBO - $CC
Ad Set level
Format: [Date] - [Audience Type] - [Audience Seed] - [Placement Type] - [Optional 1] - [Optional 2] - [Optional 3]
Example: 03.04 - 1% LLA - Klaviyo Purchasers - FEED
Ad level
Format: [Creative Name] - [Ad Type] - [Offer] - [CTA] - [Destination] - [Optional 1..5]
Example: Valentine Collection - Image - BOGO - Shop Now - PDP
Google Ads / Microsoft Ads
Campaign
[TA] CLIENT - CAMPAIGN_TYPE AUDIENCE_TYPE - GEO - ANYTHING
| Field | Allowed values / notes |
|---|---|
| CLIENT | Most clear but concise version of client's name (drop "the" etc.) |
| CAMPAIGN_TYPE | Search, Shopping, PMax, Display, Demand Gen, Video |
| AUDIENCE_TYPE | Brand, Nonbrand, Remarketing, Prospecting (ignore for PMax) |
| GEO | 1–2 countries: 2-letter country codes (US, CA, AUNZ, UKIE). 3+ countries: language codes (EN, FR, DE). Use US even if only targeting some states. |
| ANYTHING | Additional details — keep clear and concise. Use for client-required conventions. |
Ad Group / Asset Group
AUDIENCE_TYPE CAMPAIGN_TYPE - TARGETING - ANYTHING
Same AUDIENCE_TYPE and CAMPAIGN_TYPE values as above (ignore AUDIENCE_TYPE for PMax).
Axon
Campaign
[TA] CLIENT - TYPE - GOAL - GEO - ANYTHING
| Field | Allowed values |
|---|---|
| CLIENT | Most clear but concise version of client's name |
| TYPE | Scaling, Testing |
| GOAL | CPP, ROAS |
| GEO | Same rules as Google Ads (above) |
| ANYTHING | Additional details, client-specific conventions |
Examples:
[TA] Mood - Scaling - CPP - US - V2[TA] Organics Ocean - Testing - ROAS - US - Tierra Lander
Single-Asset Creative Set
VIDEO_CONCEPT-ENDCARD_CONCEPT-ITERATION-OFFER-CODE-ANYTHING
No spaces
Do NOT include spaces in the creative set name.
| Field | Notes |
|---|---|
| VIDEO_CONCEPT | Name of the video file concept |
| ENDCARD_CONCEPT | Name of the image or HTML endcard concept |
| ITERATION | Iteration name if applicable; otherwise blank |
| OFFER | Landing page used. Keep concise, unique per lander. |
| CODE | Indexed numbers from the client's Creative Approval Sheet. Format: v#e#i#o# — Video, Endcard, Iteration (use i0 if none), Offer |
| ANYTHING | Additional details, client-specific conventions |
Examples:
WeedWednesday-SparkScroll-Home-v102e3i0o1GrandmasMemories-FlashSale-Toddler-SpecialOfferToday-v48e19i3o3
Multi-Asset Creative Set
TBD — convention not yet defined.
MarkUp
ROUND - VARIATION - CLIENT - PROJECT - TYPE
| Field | Allowed values |
|---|---|
| ROUND | [Design Round 1 Mobile], [Design Round 2 + Desktop], [Design Round 2 + Copy] |
| VARIATION | Only if multiple variations. V1, V2, V3... |
| CLIENT | Most clear but concise version of client's name |
| PROJECT | Concise project name. Only include if hero SKU is clearly different from brand, multiple landing pages, or already built a lander before |
| TYPE | Only if doing a presell. Lander or Presell |
Examples:
[Design Round 1 Mobile] - V2 - Mood - Mind Magic - Lander[Design Round 2 + Desktop] - Earthling Co[Design Round 2 + Copy] - Hydrant - Presell
Google Drive
Ad Creative Files
DATE-AD_TYPE-CONCEPT_NAME-ITERATION_NAME
| Field | Notes |
|---|---|
| DATE | MM.DD.YY format |
| AD_TYPE | Video or Image (Image includes animations / motion graphics, GIFs, HTMLs) |
| CONCEPT_NAME | Unique and concise. Avoid numbers and special characters. ~20 characters max (shorter is better). |
| ITERATION_NAME | Only if this is an iteration. Unique, concise, ~10 chars max. |
Example: 10.03.25-Video-GrandmasMemories-Toddler
Loom Videos
Client Performance Updates
CLIENT - PLATFORM Performance Update - DATE
Example: AromaTech - Google Performance Update - 3-12-24
Slack Channels
| Channel type | Name format |
|---|---|
| Internal client channel (no client in chat) | internal-client |
| External client channel (client in chat) | client-tierra |
| Vendor channels (vendor in chat) | vendor-tierra |
| Client Triple Whale reports | tw-client |
Rules:
- All lowercase letters
- Ignore spaces
- Ignore numbers, symbols, punctuation if possible
Monday.com
Convention TBD — pending team alignment.