Meta pre-launch checklist

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Brief and inputs

• The Meta campaign brief is complete and every linked document resolves.
• The parent marketing campaign brief lists Meta in its channels table with a budget line.
• Every customer profile targeted is linked from the library, not described ad hoc.
• Creative is approved and covers every placement the campaign runs on.
• Copy is approved and sits within the character limits in the Meta creative specs.

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Tracking

• The optimization event is firing, verified in Events Manager, not just created.
• The event matches a row in the event tracking plan by name.
• Every destination URL carries UTMs built to the standard.
• UTM values use the agreed case and separators. Meta and meta are two sources in your analytics.
• Clicking each ad’s URL lands on a live page with no redirect chain.

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Naming

• Campaign name matches the campaign naming conventions.
• Every ad set name matches the ad set / ad group / variant conventions.
• Every ad name matches the ad naming conventions.
• Any value not already in a naming dictionary has been added to the convention page.
• 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 level, type, and amount match the brief.
• Bid strategy and its goal or cap value match the brief.
• Attribution setting matches the brief.
• Flight dates are set and the end date is correct.
• Placements match the brief, including any exclusions and their recorded reason.

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Creative

• Every placement has creative built at the right ratio, not a crop of a Feed asset.
• Stories and Reels creative is exported at full vertical resolution.
• Logos, headlines, and calls to action sit inside the safe area in every placement preview.
• Every ad has been previewed in Ads Manager, in each placement it will serve on.
• Video plays correctly with sound off.

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Landing page

• The page is live and appears in the landing page library.
• The offer and call to action on the page match the ad copy.
• The page’s conversion action fires, confirmed with a test submission.
• The page 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 Meta campaign The process this checklist closes out.
• Meta campaign brief What the build is checked against.
• Campaign QA checklist The pass to run once the campaign is live.
• Meta creative specs