Reddit Ads Naming Convention: How to Name and Organize Your Ads (Free Template)
Name every Reddit campaign, ad group and ad so the name alone tells you what it is: the objective, the audience, the device and the creative. Then use the same words in your UTM links, so your own analytics and Reddit's dashboard line up. This Reddit ads naming convention takes five minutes to set up and saves hours every time you try to work out what's working.
Why do Reddit ad names matter?
Reddit's reports show names, not settings. If your ad groups are called "Ad group 1" and "Ad group 1 copy", you'll have to click into each one to remember what it targets. Clear names make reports readable, make tests easy to compare, and let anyone on your team understand the account in seconds.
What's a good Reddit ads naming convention?
Use the same order every time, with underscores between parts:
Campaign: Product_Objective_Audience-type_Country_Start-date. Example: GameName_Awareness_Cold_US_2026-10.
Ad group: Targeting-type_Audience_Device_Placement. Example: Community_PCgaming_Desktop_Feed.
Ad: Short-headline_Creative-name_Version. Example: Blow-stuff-up_Trailer1_v2.
Dāvis names ads after the headline plus the creative, because two ads with the same image but different headlines are different tests. The name should tell you which is which.
How do you match names to UTM links?
Reuse the same words in your UTM parameters, so a visit in your analytics points back to the exact ad:
utm_source: reddit
utm_medium: cpc
utm_campaign: the campaign name, like GameName_Awareness_Cold_US_2026-10
utm_content: the ad name, like Blow-stuff-up_Trailer1_v2
Without UTM links, Reddit visits show up as "direct" in most analytics tools, and you can't tell which ad brought them. More in how to track Reddit ads when you can't install the pixel.
How do you use Reddit's dynamic URL parameters?
Reddit can fill in some UTM values for you. Add dynamic URL parameters (Reddit calls them macros) to your destination URL, and Reddit swaps each one for the real value when someone clicks. They're case-sensitive, so copy them exactly. The full list is in Reddit's help center.
{{CAMPAIGN_ID}}: the campaign's ID
{{ADGROUP_NAME}} and {{ADGROUP_ID}}: the ad group's name and ID
{{AD_NAME}} and {{AD_ID}}: the ad's name and ID
{{POST_ID}}: the ID of the post behind the ad
{{CLICK_ID}}: Reddit's click ID
{{COUNTRY}}: the viewer's 2-letter country code, like US
There's no macro for the campaign name, so type it into utm_campaign yourself, or use {{CAMPAIGN_ID}}. Ad group and ad names come through on their own, which is one more reason to name them well.
Here's a parameter string that follows our naming convention. Add it to the end of your landing page URL after a ? (or after & if the URL already has a ?):
utm_source=reddit&utm_medium=cpc&utm_campaign=GameName_Awareness_Cold_US_2026-10&utm_content={{ADGROUP_NAME}}_{{AD_NAME}}&utm_id={{CAMPAIGN_ID}}
Avoid spaces in ad group and ad names, because URLs turn spaces into %20 or +. After the first clicks come in, check your analytics: you should see your real ad group and ad names, not the macro text.
How should you organize Reddit campaigns?
One campaign per objective. Don't mix awareness and conversions in one campaign.
Separate cold and remarketing audiences into their own ad groups or campaigns.
One targeting type per ad group: communities, interests or keywords, not all three.
Separate devices or countries only when you're testing them.
Put 4 to 6 ads in each new ad group, then keep the best 2 or 3.
The full structure is in Reddit campaign structure.
What's in the free template?
Copy this block into a spreadsheet and fill one row per ad:
Columns: Campaign name, Objective, Ad group name, Targeting type, Audience, Device, Placement, Ad name, Headline, Creative file, UTM link, Start date, Status, Notes.
Rule 1: never rename a live campaign. Pause it and make a new one, so old reports still make sense.
Rule 2: write the date in the campaign name, so you can find old tests later.
Rule 3: keep a Notes column for what you changed and why.
Reddit ads template: FAQ
How should I name Reddit ad groups?
By targeting type, audience, device and placement, for example Community_PCgaming_Desktop_Feed. The name should tell you what the ad group targets without opening it.
Should Reddit ad names match UTM parameters?
Yes. Using the campaign and ad names in utm_campaign and utm_content lets you match analytics data to the exact ad.
Can Reddit fill in UTM parameters automatically?
Partly. Add dynamic parameters like {{ADGROUP_NAME}} and {{AD_NAME}} to your destination URL, and Reddit fills them in on each click. There's no macro for the campaign name, so type it in or use {{CAMPAIGN_ID}}.
How many ads should one Reddit ad group have?
Start with 4 to 6. After one to two weeks, pause the weakest and keep the best 2 or 3.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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