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Naming conventions
Last updated on: April 14, 2023

As you use your Ontraport account, you’ll find that it becomes a hub for all your business and customer data as well as a storage space for your assets, such as pages and emails.

To keep your account organized, you can store all of your related assets in Ontraport Systems. However, with all of this information accumulating over time, it’s always a good idea to use standardized naming conventions so you can more easily sort and view data which will provide insight for your business decisions.

Naming Assets in Ontraport

We recommend using a six-part naming convention structure across assets. While you won’t always use all six in everything, it’s still important to have the structure established for those occasions when you do need them.

Here is the naming convention framework:

Department: Funnel Stage: Program: Category/Automation Map Name: Asset Name:Date Created

  • Department: This is marketing, sales, operations, etc.
  • Funnel Stage: This is the stage of the customer lifecycle this automation is for.
  • Program: This is most commonly used for content marketing to define the type of asset. For example, our programs include sales tools, blog articles, gated content, etc.
  • Category/Automation Map Name: Depending on the asset you’re naming, this would either be the category you’re promoting or your maps’s name. Think of categories as the pain point you’re solving.
  • Asset Name: This is different from your automation map’s name because there are often multiple assets within a map. You might have several pages, emails, SMS messages and postcards in one automation map, and this part of the naming structure is how you’ll differentiate between each one.
  • Date Created: When did you build or last edit the automation, message or page in Ontraport?


When deciding how to name your automation maps, think about what they all have in common — that will become the outermost layer of your automation naming convention. From there, break the maps down by the specific solution (category) the automation is covering. Once you build the map, add the date created. Here’s our recommended overall automation-naming structure:

Funnel Stage: Category/Automation Map Name: Date Created

Here’s an example of one of our Ontraport automation names:

Marketing: Attract Email Marketing: 01/2020


Messages are typically assets that live within an automation map, so we suggest you start your message names with the category or automation they belong to. Include the purpose of the email and asset name, which email # it is in a series, and the date created. Here’s what the structure looks like written out:

Category/Automation Map Name: Asset Name/Purpose: Email #: Date Created

Here’s an example of an Ontraport message name:

Email Marketing: Bonus Content: Email #2: 01/2020


It’s tempting to name each of your pages by their headline or general topic, but resist the urge and instead think bigger picture. If you first label each page with the category and automation map it belongs to, it will be easier to keep track of them later.

Program: Category/Automation Map Name: Asset Name: Date Created

Here’s an example of an Ontraport page name:

Gated: Email Marketing: Guide: How to Craft the Perfect Email: 01/2020

Page URLs

When creating page URL structure, we recommend using the same format as page assets but with two key changes:

  • Create a client-facing version of the program name
  • Change colons and spaces to slashes and dashes for URL friendly formatting

This is the overall URL structure:

Tags for Lead Sources

It is often useful to be able to see where your leads are coming from. If you want to create tags for different lead sources, it is best to create tags with a prefix that allows you to easily see the purpose of your tag.

Lead Src: Asset Name

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 Pro tips
Tip #1: Mind your caps, spaces, spelling and dashes. Any variance in the way you write a name — whether it’s capitalization, spaces vs dashes or spelling — will affect your ability to track and analyze it later. If you’re pulling a report in Ontraport or Google Analytics and you type in a specific name, variations of that name will not show up. For example, “email-marketing” is not the same as “Email Marketing” or “Email-Marketing.” To eliminate potential mistakes and confusion, be sure to write punctuation and spelling rules into your naming structure guidelines.
Tip #2: One of the benefits of consistent naming conventions is that is allows you to perform wildcard tracking. Wildcard tracking is an advanced tool you can use to perform a blanket search or action on your URLs. If you want to identify every contact who has come in from a specific lead source, for example, you can set up an automation trigger that uses a wildcard URL to pull entire groups of people who have come from a category of pages onto a single automation map. Create an automation map with a trigger for “Webpage is Visited” with the condition URL listed as*. Notice the asterisk after the slash — this is communicating to Ontraport that you want it to pull data from any URL starting with your category or automation name.   
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