This guide provides a strategy for naming and organizational best practices to create consistency within your EventStream and AudienceStream account. 

In this article:

Table of Contents Placeholder

Why Naming is Important

As you build out your EventStream and AudienceStream configuration, you will have dozens, if not hundreds, of components to work with. Having a robust and consistent naming convention provides organization and clarity, enabling you to find attributes, audiences and other items quickly and confidently.

Some of the benefits include:

  • Item Grouping
    Items will be listed together in the UI making it easy to see related components.
  • Avoiding Duplication
    Standarding your naming convention across all users of your account will help avoid different users creating the same configuration twice under different names.
  • Better for Team Work
    Training your team on your established naming convention will eliminate confusion about the purpose of each component.

Naming Structure

In most cases there should be a simple name that describes an attribute or audience e.g., Order Total or First Time Buyers. However, there may be important information about a component that requires a more specific name. Below is the recommended approach for naming.


Brand - Source - Descriptor - Specifier

  • Brand
    Only necessary when there is more than one brand. Best to use an abbreviation to keep the name as short as possible.
    • Teal (
    • AS (AudienceStream)
    • iQ (iQ Tag Management)
    • TLC (Tealium Learning Community)
  • Source
    The source the data is coming from – Online or Offline, In-store purchases, Online orders, etc. Only necessary when there is more than one data source.
    • ONL (Online)
    • OFL (Offline)
  • Descriptor
    The main description of the component.
    • Order Total
    • Product Categories Viewed
  • Specifier
    Any terms that capture refined behavior, such as a time frame, number of occurrences, or expected values.
    • Lifetime
    • 30 Day
    • Most Recent
    • 5 Times
    • Silver/Gold/Platinum


"Order Total – Lifetime"

"Product Categories Viewed – Visitor (favorite)"

"Teal – OFL – Order Total – 30 Day"

"AS – ONL – Product Categories Viewed - Visit"

Creating a Name

Start with the descriptor and specifier, then add on from there when necessary:

  • Descriptor: "Order Total"
  • Specifier: "Order Total - 30 Day"
  • Brand: "Teal – Order Total – 30 Day"
  • Source: "Teal – OFL – Order Total – 30 Day"


Prefixes are a way to help group similar items in the drop-down menus and selection lists throughout the UI. By using the same prefix in the name of several related omponents, all variations will appear in a group, making it clearer to see your options.

For example, you might have a visitor attribute indicating the "status" of the user, with a separate attribute for each status.

  • Logged In Visitor
  • Registered Visitor (not logged in)
  • Unknown Visitor

Using these names (without a prefix), the attributes will not appear together in the UI and you lose context about all possible statuses.

By using a consistent prefix, these attributes will be grouped together in the UI whenever a selection can be made, making it easier to see all options that are available:

  • Visitor Status - Logged In
  • Visitor Status - Registered
  • Visitor Status - Unknown


We recommend that you create a labeling strategy suited to your account and organization. Examples of helpful labels can include:

  • Brand
  • Audience
  • Use Case
  • Data Source
  • Connector

The most important part of labeling is consistency--be sure to label all components associated to a label

Version history
Last update:
‎01-11-2019 01:02 PM
Updated by: