> ## Documentation Index
> Fetch the complete documentation index at: https://docs.snowdoughnut.com/llms.txt
> Use this file to discover all available pages before exploring further.

# LinkedIn pre-launch checklist

> The last pass before a LinkedIn campaign starts spending: brief complete, Insight Tag firing, audience sized and non-overlapping, expansion settings deliberate, naming applied, UTMs on every URL, lead routing tested.

Run this with the campaign built and paused, before it goes live. LinkedIn's cost per result makes a launch error more expensive here than on the other platforms, so this pass is worth the extra few minutes.

<Info>
  This checklist assumes the [LinkedIn campaign process](/linkedin-campaign-process) has been followed and the [LinkedIn campaign brief](/linkedin-campaign-brief) is complete.
</Info>

## Brief and inputs

* The [LinkedIn campaign brief](/linkedin-campaign-brief) is complete and every linked document resolves.
* The parent [marketing campaign brief](/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](/customer-profile-library-overview) targeted is linked from the library.
* Copy is approved and sits within the limits in the [copy template](/linkedin-single-image-copy-template) for this format.

## 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](/event-tracking-plan) by name.
* The conversion is attached to this campaign, not just created in the account.
* Every destination URL carries [UTMs](/utm-standards) built to the standard.
* Clicking each ad's URL lands on a live page with no redirect chain.

## 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.

<Warning>
  Audience expansion and the LinkedIn Audience Network both widen delivery beyond the audience you defined, and both default on in some setups. Left unchecked, they are the most common reason a carefully built account-based campaign delivers to people outside the account list.
</Warning>

## Naming

* Campaign group name matches the [campaign naming conventions](/campaign-naming-conventions).
* Campaign name matches the [campaign naming conventions](/campaign-naming-conventions).
* Audience or variant names match the [ad set / ad group / variant conventions](/ad-set-group-naming-conventions).
* Every ad name matches the [ad naming conventions](/ad-name-conventions).
* If the campaign carries a test, the [experiment ID](/experiment-ids) is appended at the level the hypothesis targets.

## 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.

## Creative

* Every asset meets the [LinkedIn creative specs](/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.

## Destination

* If a landing page: it is live, appears in the [landing page library](/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.

## Sign-off

* Approvals recorded, per the [approval process](/approval-process), including any [legal](/legal-review-process) or [brand](/brand-approval-process) 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.

## Related resources

* [**Launching a LinkedIn campaign**](/linkedin-campaign-process) The process this checklist closes out.
* [**LinkedIn campaign brief**](/linkedin-campaign-brief) What the build is checked against.
* [**Campaign QA checklist**](/campaign-qa-checklist) The pass to run once the campaign is live.
* [**LinkedIn creative specs**](/linkedin-creative-specs)