Campaign launch checklist

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Brief and strategy

• The marketing campaign brief is complete, with no section left as an example.
• Every channel the campaign runs on appears in the brief’s channels table with a budget line.
• The campaign carries one message pillar from messaging, and every asset carries the same one.
• The customer profile is linked from the library by name, not redescribed in the brief.
• Every claim used anywhere in the campaign appears in the approved claims table in messaging.

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Naming and tracking

• Campaign, ad set or ad group, and ad names all follow the conventions.
• Any new field value has been added to the convention page, not just typed into the platform.
• The utm_campaign value matches the campaign name value exactly, in the same case.
• Every destination URL is tagged to UTM standards, including links in email and organic posts.
• Any new event fired by this campaign exists in the event tracking plan by name.
• A test click on each channel’s link resolves to a live page with no redirect chain.

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Creative and copy

• Creative is approved and covers every placement and aspect ratio the campaign runs on.
• Copy sits within the character limits of each channel’s template.
• Assets are named to file naming conventions and saved where the asset directory says.
• Logo use complies with logo usage, including on any partner or creator asset.
• If the campaign has a destination page, it is live, registered in the landing page library, and its conversion action is in the tracking plan.

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Budget and measurement

• Total budget matches the brief and is split across channels as the brief states.
• Flight dates are set on every platform, including end dates.
• The primary KPI is defined in the data dictionary, not invented for this campaign.
• A target value exists for that KPI, so the campaign can be judged against something.
• If the campaign carries a test, the experiment ID is registered and applied to every surface.

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Approvals

• Brand approval cleared.
• Legal review cleared for anything comparative, numeric, priced, or regulated.
• The person who owns the budget knows it is about to start spending.

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Filed before launch

• Campaign brief saved to the campaigns library.
• Creative brief saved to the creative brief library.
• Copy brief saved to the copy brief library.
• Each platform brief saved alongside them.

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Then launch

• Every platform’s own pre-launch checklist has passed.
• Unpause in the order the brief specifies, if the sequence matters.
• Confirm spend and impressions register within the first hour on each platform.

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Related resources

• Make a campaign The full path this checklist closes out.
• Campaign QA checklist What to check once it’s running.
• Marketing campaign brief The brief this checks against.
• Campaign brief process How the brief gets written.