Building Campaign Cohort Names You Can Maintain
A short method for naming paid cohorts so reports stay comparable week to week.
A durable cohort scheme lists inclusion rules: UTM or network parameters, creative families, geo cuts, and exclusions such as staff or test traffic. Vague labels like “brand awareness” invite debate the first time finance uses them.
Write each cohort as if another analyst must rebuild it without you. Name the fields, lookbacks, and edge cases.
Attach one primary metric each cohort is meant to move. That pairing turns campaign analytics into decisions instead of decoration.