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Build a naming pattern
A naming pattern sets which tokens make up a campaign, ad group or creative name, and in what order.
Before you start
- Who can do this
- Agency Owner, Admin or Manager
- Where in Orbit
- Sidebar › Manage › Settings
Steps
Tick a step’s number when it’s done. We’ll remember where you were.
Open Settings, choose the Taxonomy tab and open .
Find the level: Campaign, Ad Group or Creative. Add a token from + add token.
Drag tokens to reorder them. Select a token’s required or optional marker to switch it.
Check Preview: shows the name you expect, then press Save.
When it worked
Orbit shows “✓ All changes saved”, and Orbit’s build agent uses the pattern when it names campaigns, ad groups and creatives.
If something goes wrong
Preview shows a dash.
The pattern has no tokens yet. Add one from + add token.
The token you need isn’t in the list.
Add it as a dimension on Dimensions first. Any dimension can go in any level’s pattern.
A client’s pattern differs from the agency’s.
It’s overridden for that client. Pick the client in Editing and press Reset to default on the pattern to follow the agency default again.
How it works
Explainer: Taxonomy: your naming rules
Taxonomy is your agency’s naming standard. Orbit’s build agent reads it to name campaigns, ad groups and creatives and to fill in UTM parameters. A client can have its own rules without changing anyone else’s.
Names have three levels: Campaign, Ad Group and Creative.
Orbit starts you with seeded rules. Campaign names are advertiser, campaign, channel and platform. Ad group names are tactic, an optional audience, and region. Creative names are advertiser, campaign, concept and an optional version, joined with _ in lower case.
The seeded UTMs fill utm_source from platform, utm_medium from channel and utm_campaign from the campaign name, all required, plus utm_term from audience and utm_content from concept.
| Section | What it holds |
|---|---|
| Dimensions | Named tokens such as advertiser, channel or region, each at one level, with their allowed values. |
| Naming Patterns | The tokens in each level’s name, in order, each required or optional. |
| UTMs | What fills each UTM parameter: a dimension or the campaign name. |
| Linter | The delimiter, casing, maximum length and a regex names should match. |
| Agent Contract | The resolved rules the agent reads, shown read-only. |
- Rules come in three layers: Orbit’s seed, your agency default, and a client’s override. The most specific wins.
- In Editing, pick Global (Agency default) to change the agency default, or a client to override it for that client only.
- Saving stores only what differs from the layer above. Items set for the client you’re editing show an overridden badge.
- Edits save only when you press Save.
- Taxonomy also drives creative names and helps Pacing read region and audience from names.