Campaign naming sheet

A campaign name is a lab notebook title. If it says "growth test" you will not know what was isolated when you read the report a month later.

We use five tokens, joined by a double underscore:

angle__targeting__inventory__pageTemplate__wave

Each token is one layer of the experiment tree from the June 2026 isolated-funnel plan. Change one token when you change that layer. Copy the campaign when you need a clean cell instead of editing a live name in place.

angle is the promise. First-wave values we actually planned: ai-chat-control, no-friction-buying, builder-tool-workflow, autonomous-agent-operator, growth-test-matrix, api-quickstart-intent.

targeting is the audience or content hypothesis, not a slogan. Examples: tech-business, developer-tools, founder-small-team. If you attach a real catalog segment, put a short handle here and store the segment id in the targeting object, not in the name.

inventory is where the impression may run, using controls the product can write. Examples: desktop-web, mobile-web, web-only. Do not put "open exchange" in every name. That is the default remnant path, not a cell.

pageTemplate is the landing shape: short-direct, interactive-planner, pain-led-story, tool-specific-workflow. The template must match the isolated funnel. A quiz ad on a short-direct page is two tests pretending to be one.

wave is the flight: w1, w2. Bump the wave when you rerun the same stack after a judged readout. Do not reuse w1 for a rewrite.

ai-chat-control__tech-business__desktop-web__short-direct__w1
builder-tool-workflow__developer-tools__mobile-web__interactive-planner__w1
no-friction-buying__founder-small-team__desktop-web__pain-led-story__w1
api-quickstart-intent__developer-tools__desktop-web__tool-specific-workflow__w1

Creative names can nest under the cell: ai-chat-control.short-direct.outcome-first. Keep the campaign name for budget and targeting. Keep the creative name for the message variant.

Our Supply Bench waves used offer slugs (confirm-seen, name-generator) because those cells were consumer probes, not product ads. Product tests need the angle in the name, or the report blends five promises into one number nobody can attribute.

If a future operator cannot say what was held constant by reading the campaign name, rename before you spend.

angle:              _______________
targeting:          _______________
inventory:          _______________
pageTemplate:       _______________
wave:               w_

full name:
{angle}__{targeting}__{inventory}__{pageTemplate}__{wave}

held constant this cell:
changed this cell:
do not change until judged:
revert means: