Label creative variants so results remain interpretable
By Drizzle team
1 min read
A folder full of “final-v2” exports makes campaign reporting harder than it needs to be.
Name the variables
Use product, concept, crop, and revision in the file name. Keep the source photo and approved script with the export.
Record destination context
Note the variant, offer, placement, and date each asset ran. The same video can perform differently after the page or product changes.
Archive the decision
Write one sentence about what changed and what the data did or did not show. Keep failed ideas when a production defect made the test unfair.
A worked example
Name a file tote-pocket-9x16-v2 rather than final2. Beside it, record the SKU, offer, destination URL, and approval date. When a campaign later reports results, the team can find the exact pocket scene and compare it with the source. Without that link, a winning row in the ad account may refer to an outdated product export.
Decision check
Keep the numerator, denominator, date range, currency, and attribution definition with every reported result. A metric describes one part of the shopper path; compare it with visits, purchases, and order contribution before changing the creative or budget. State what the observation cannot establish.