Sub ID naming template
This sub ID naming template gives every slot one fixed meaning: source and offer, campaign, ad set, ad and placement. Copy the table, follow the naming rules, and log every code in a mapping sheet, so each lead in your reports traces back to the exact campaign, ad set and ad that produced it.
Print this page or copy the tables into your own launch document. The slot names below (sub1 to sub5) are generic. Your real sub ID field names, and how many fields you have, come with your tracking links, which are set up during onboarding. Swap in your own names and drop any slot you do not have.
Key points
- Give each sub ID slot one meaning and keep it the same across every campaign.
- Use lowercase letters, numbers and hyphens only, in a fixed order, with no spaces and no personal data.
- The real sub ID field names and how many you can use come with your tracking links.
- Log every code in a mapping sheet before the ad goes live.
The naming convention table
Each slot answers one question about the traffic. The examples are made up.
| Slot | What it holds | Format | Made-up example |
|---|---|---|---|
| sub1 | Traffic source and offer | source-offer | meta-car |
| sub2 | Campaign | offer-state-placement-version | car-tx-feed-a1 |
| sub3 | Ad set, ad group or audience | type-label-version | aud-broad-b |
| sub4 | Ad, creative or keyword | format-angle-version | img-scene-v2 |
| sub5 | Placement, site or page | placement or site code | feed |
If you have fewer than five fields, keep sub1 and sub2 and combine the rest, for example put the ad set and ad together as aud-broad-b-img-scene-v2. If you have more than five, add fields for state or device rather than packing them into the campaign code.
Naming rules
- Lowercase only. Some systems treat Car and car as different values, which splits one ad into two rows.
- Hyphens between parts. No spaces, underscores or symbols. Spaces and symbols can break a link or change in reports.
- Fixed order. The parts of a code always appear in the order set in the format column, for example offer, then state, then placement, then version.
- Short values. Keep each value to 30 characters or fewer, and check any length limit that comes with your tracking links.
- No personal data. No names, emails, phone numbers, addresses or platform user IDs tied to a person. Sub IDs label traffic, not people.
- Short codes, not full names. Use a code list for each part, such as car, truck, moto and ride for MVA offers, or roof, bath, win, floor and side for home improvement offers.
- Versions, not renames. When you change an ad, give it a new version (v1 becomes v2). Renaming an ad does not change the sub ID already recorded on its leads.
- One meaning per slot. Never move a part to a different slot halfway through a test.
Worked mapping from campaign to ad
The table shows three made-up campaigns, each with its ad platform names and the sub ID values that go on the tracking link.
| Name in the ad platform | sub1 | sub2 | sub3 | sub4 | sub5 |
|---|---|---|---|---|---|
| Meta: Car accident, Texas, feed, test A / Broad audience B / Scene photo v2 | meta-car | car-tx-feed-a1 | aud-broad-b | img-scene-v2 | feed |
| Native: Roofing, Florida, headline test H / Site list B / Storm headline v1 | native-roof | roof-fl-native-h3 | sites-b | hl-storm-v1 | filled by the network site macro |
| Google: Bathroom remodel, Ohio, search B / Remodel cost group / Responsive ad v1 | google-bath | bath-oh-search-b2 | grp-remodel-cost | filled by {keyword} | search |
Where a platform can fill a value at click time, let it. Google Ads can pass the keyword, and native ad networks can pass the site where the ad showed. See tracking links and sub IDs explained for the platform settings, and tracking Meta campaigns with tracking links for Meta.
How to keep a mapping sheet
A mapping sheet is a spreadsheet that records what every code means. It lets you read a report months later and still know which ad a code stood for.
| Column | What to enter | Made-up example |
|---|---|---|
| Code | The exact sub ID value | car-tx-feed-a1 |
| Slot | Which sub ID field holds it | sub2 |
| Meaning | What the code stands for in plain words | Car accident campaign, Texas, feed placement, test A, first build |
| Name in the ad platform | The campaign, ad set or ad name as it appears there | Car accident, Texas, feed, test A |
| First used | The date the code first went live | The launch date |
| Last used | The date it was paused or replaced | Blank while live |
| Notes | Changes, test results and why it stopped | Replaced by car-tx-feed-a2 after a new headline |
Add the code before launch
Write every new code in the sheet before the ad goes live, not after the first leads arrive.
Keep one sheet for all campaigns
Use one tab per slot or one tab for all codes, but keep a single sheet so codes are never reused for something else.
Never reuse a code
When an ad, audience or campaign ends, its code is retired. A new test gets a new code.
Record changes
If a platform setting changes or a macro stops filling, note the date, so you know which leads carry the wrong label.
Use it when you match reports
Join your spend export and your lead data on the code, then read the meaning column to see what each row was.
Keep the mapping sheet with your other campaign records. See how to keep records of your ads and traffic.
Have your naming set up and traffic ready? Apply as a publisher.
Frequently asked questions
How many sub IDs can I use with Summit tracking links?
The number of sub ID fields and their names come with your tracking links, which are set up during onboarding. Fit this template to the fields you have.
What if I put the wrong sub ID on an ad?
The lead is still attributed to you through the tracking link. Only your own breakdown is affected. Fix the setting, and note the date and the affected code in your mapping sheet.
Can I change my naming convention later?
Yes, but start the new convention on new campaigns and keep the old codes in your mapping sheet. Changing what a slot means in the middle of a test makes old and new data hard to compare.
Related
- Campaign launch checklist: Tracking, structure and first-week checks.
- Tracking links and sub IDs explained: How sub IDs work on each platform.
- Reading your publisher reports: Match lead data to spend.
- Pre-launch compliance checklist: Consent, claims and platform policy checks.
- Pay-per-lead affiliate program: How the publisher program works.
Run the traffic. We handle the rest.
Every publisher is reviewed before going live. Email us your verticals, traffic sources, states and expected volume.
Or write to team@summitleads.ai. We reply by email.
What happens next
- Step 1: You email us.
- Step 2: We reply by email.
- Step 3: Every publisher is reviewed, and return and payment terms are agreed during onboarding, before you go live.
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