> ## 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.

# Meta pre-launch checklist

> The last pass before a Meta campaign starts spending: brief complete, naming applied at all three levels, UTMs on every URL, conversion event firing, budget and bid set, creative previewed in every placement.

Run this with the campaign built and paused, before it goes live. Every row is something that costs money or breaks reporting if it's wrong at launch and is cheap to fix now.

<Info>
  This checklist assumes the [Meta campaign process](/meta-campaign-process) has been followed and the [Meta campaign brief](/meta-campaign-brief) is complete. It checks the build against the brief; it doesn't replace either.
</Info>

## Brief and inputs

* The [Meta campaign brief](/meta-campaign-brief) is complete and every linked document resolves.
* The parent [marketing campaign brief](/marketing-campaign-brief) lists Meta in its channels table with a budget line.
* Every [customer profile](/customer-profile-library-overview) 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](/meta-creative-specs).

## Tracking

* The optimization event is **firing**, verified in Events Manager, not just created.
* The event matches a row in the [event tracking plan](/event-tracking-plan) by name.
* Every destination URL carries [UTMs](/utm-standards) 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.

## Naming

* Campaign name matches the [campaign naming conventions](/campaign-naming-conventions).
* Every ad set name matches the [ad set / ad group / variant conventions](/ad-set-group-naming-conventions).
* Every ad name matches the [ad naming conventions](/ad-name-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](/experiment-ids) is appended at the level the hypothesis targets.

## 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.

<Warning>
  Check the attribution setting explicitly rather than assuming the account default. It decides which conversions get credited, so a campaign launched on a different setting from its benchmark cannot be compared to it. The 7-day and 28-day view windows were retired in January 2026.
</Warning>

## 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.

## Landing page

* The page is live and appears in the [landing page library](/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.

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