LinkedIn pre-launch checklist

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Brief and inputs

• The LinkedIn campaign brief is complete and every linked document resolves.
• The parent marketing campaign brief lists LinkedIn in its channels table with a budget line.
• The budget is sized against LinkedIn’s cost per result, not copied from another platform’s line item.
• Every customer profile targeted is linked from the library.
• Copy is approved and sits within the limits in the copy template for this format.

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Tracking

• The Insight Tag is installed and firing, verified in Campaign Manager.
• The Conversions API is connected, where available.
• The conversion action matches a row in the event tracking plan by name.
• The conversion is attached to this campaign, not just created in the account.
• Every destination URL carries UTMs built to the standard.
• Clicking each ad’s URL lands on a live page with no redirect chain.

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Audience

• Estimated audience size is recorded in the brief and is large enough to deliver.
• Audiences across campaigns in this group do not substantially overlap.
• Audience expansion is set deliberately, on or off, with the reason recorded.
• LinkedIn Audience Network is set deliberately, on or off, with the reason recorded.
• Exclusions are applied: existing customers, current employees, and anything else the brief names.
• For account-based targeting, the company list is uploaded and its match rate is known.

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Naming

• Campaign group name matches the campaign naming conventions.
• Campaign name matches the campaign naming conventions.
• Audience or variant names match the ad set / ad group / variant conventions.
• Every ad name matches the ad naming conventions.
• If the campaign carries a test, the experiment ID is appended at the level the hypothesis targets.

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Settings

• Objective matches the brief.
• Budget type and amount match the brief.
• Bid strategy and cost cap value match the brief.
• Flight dates are set and the end date is correct.
• Ad format matches the brief and the copy template used.

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Creative

• Every asset meets the LinkedIn creative specs for this format.
• Document ads render correctly page by page in preview.
• Video plays correctly with sound off, with captions where the brief calls for them.
• Every ad has been previewed in Campaign Manager.

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Destination

• If a landing page: it is live, appears in the landing page library, and its conversion action fires on a test submission.
• If a lead form: every field is correct, the privacy policy link resolves, and the thank-you screen and follow-up URL are set.
• A test lead has been submitted and confirmed arriving in the CRM.
• The page or form loads correctly on mobile.

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Sign-off

• Approvals recorded, per the approval process, including any legal or brand review the work needed.
• The owner has confirmed the build against the brief.
• Launch date and mid-flight review date are recorded in the brief.

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Related resources

• Launching a LinkedIn campaign The process this checklist closes out.
• LinkedIn campaign brief What the build is checked against.
• Campaign QA checklist The pass to run once the campaign is live.
• LinkedIn creative specs