Set Up Your Facebook Ad Campaign Architecture for Success

How to set up the architecture of your Facebook ad campaigns so you can track them in FunnelDash easily.

What Does “Architecture” Mean in This Context?

When we say “architecture” of your Facebook ad campaign, we’re talking about how you name the layers of your campaign. The more consistent you can be when you name each layer of your campaign, the easier it will be for FunnelDash to pull your data in and sort it so you can see the information you’re looking for.

Every campaign has 3 “layers”

  • Campaign
  • Ad sets
  • Ads

As you’re naming each layer in your campaign, you want to make it easy to identify each layer so you can easily filter by it in your FunnelDash dashboard or card settings 

Set Up Your Facebook Pixel

Facebook tracks everything related to your ads with a special pixel associated with your Facebook ads account.

For detailed information on how to set up your Facebook pixel, I recommend reading this article written by Facebook.

This is the part of the process where you would set up custom conversions and events, all of which will show up in the General tab of your FunnelDash Dashboard settings boxes.

Name Your Campaign

When you start creating your naming conventions, you want to set this up so it’s easy to see which campaigns go with which ad sets and ads. 

A bad example would be to name your campaign something like “fb-ad” or “campaign 1” because they give no campaign description.

The best naming conventions say something about the campaign, when it was run, what it was for, etc. A good structure would be:

  • Date
  • Product
  • Creative type
  • Audience

If you were selling hair brushes with a video ad campaign to people with long hair, your campaign name would be something like, “july-10-17-aerobrush-vid-blonde-long-hair.”

This tells you that you ran this campaign, starting on July 10th, 2017, it was a video ad campaign selling the Aerobrush to people with long hair and the creative featured someone with blonde hair.

Setting up a naming convention like this makes it easier to see what the campaign was about at a glance. It also makes it easier to enter information into your FunnelDash dashboards. 

For instance, if you wanted to see data for all the campaigns you ran in July, you could type “July” into the campaign field. FunnelDash would pull and display information for your campaigns in July.

The example below the dashboard is pulling all the data from a particular campaign.

Name Your Ad Sets

You want to follow a similar naming convention structure with your ad sets, so you know what the ad set is and who it’s targeted to. 

When you run prospecting campaigns you will probably target lookalike audiences. Your ad set naming convention should be structured like this, “lookalike-name-of-lookalike-audience.” If you’re running ads for your hair brushes to a lookalike audience for Pantene’s audience, “name-of-lookalike-audience” would be replaced with “pantene.”

If you wanted data for all of the lookalike campaigns you ran in FunnelDash, you would enter “lookalike” in the Ad Set field in the settings box.

Here's the same campaign pulling all of the lookalike ad sets. 

Name Your Ads

You can use shorter names for your ads, but they should still be descriptive.

To continue our hairbrush campaign, if you were running 4 ads for the Pantene ad set, and the model in every ad is blonde, you could name your ads “blonde-1,” “blonde-2,” “blonde-3,” and “blonde-4.” 

If you want to add more description, like “blonde-seated-1” and “blonde-standing-2,” it can help you find these ads faster when you enter your search term into the Ad field in the FunnelDash Dashboard settings box.

Here's the same campaign at the Ad level.

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