> ## 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.

# Setup checklist

> A tick-off list for the seven setup stages, with the document to fill, where the finished version is saved, and what links to it. Use it to see how far through setup your team is.

Work through this alongside the [get started](/overview) path. A stage is done when the document is filled in, saved where your team agreed, and linked from the places that depend on it.

<Note>
  Stages 1 to 3 are the minimum before your first campaign goes live. Stages 4 to 7 can follow, but each one is a gap in what you can measure until it's done.
</Note>

## Stage 0: Locations agreed

* Filled-in workbooks have one agreed home, recorded in [get started](/overview).
* Source and creative files have one agreed home, recorded in [brand assets](/brand-assets).
* Each location has a named owner.

## Stage 1: Shared vocabulary

* [Glossary](/glossary) read by everyone who will write or review.
* [Naming conventions overview](/naming-conventions-overview) read before any convention is set.

## Stage 2: Brand

| Document                                      | Filled in | Saved | Linked from                          |
| :-------------------------------------------- | :-------- | :---- | :----------------------------------- |
| [Positioning](/positioning)                   |           |       | Messaging, campaign briefs           |
| [Messaging](/messaging)                       |           |       | Copy briefs, campaign briefs         |
| [Brand voice and tone](/brand-voice-and-tone) |           |       | Copy briefs, article briefs          |
| [Visual identity](/visual-identity)           |           |       | Creative briefs, landing page briefs |
| [Logo usage](/logo-usage)                     |           |       | Creative briefs                      |
| [Brand assets](/brand-assets)                 |           |       | Creative briefs, all production      |

* Positioning is settled before messaging is written.
* Every claim in messaging has evidence and a refresh date.
* The asset register names an owner and a review date for every asset.

## Stage 3: Naming conventions

| Convention                                                    | Decided | Applied in platform |
| :------------------------------------------------------------ | :------ | :------------------ |
| [Campaign](/campaign-naming-conventions)                      |         |                     |
| [Ad set, ad group, variant](/ad-set-group-naming-conventions) |         |                     |
| [Ad](/ad-name-conventions)                                    |         |                     |
| [Customer profile](/customer-profile-naming-conventions)      |         |                     |
| [File](/file-naming-conventions)                              |         |                     |
| [Event](/event-naming-conventions)                            |         |                     |

* Every field in every pattern has a closed list of allowed values.
* Someone owns adding new values to those lists.

## Stage 4: Tracking

* [UTM standards](/utm-standards) filled in, with a closed list per parameter.
* [Event tracking plan](/event-tracking-plan) built using the stage 3 event convention.
* Tracking plan saved to the [event library](/event-tracking-plan-overview).
* UTM values match the campaign naming values, so platform and analytics data can be joined.

## Stage 5: Customer profiles

* At least one profile filled in from the [B2B](/customer-profile-brief) or [B2C](/b2-c-customer-profiles) brief.
* Each profile named with the stage 3 convention.
* Each profile saved to the [customer profile library](/customer-profile-library-overview).
* Platform audience CSVs exported where needed: [Meta](/customer-profile-csv-template-meta), [Google](/customer-profile-csv-template-google), [LinkedIn](/customer-profile-csv-template-linkedin), [TikTok](/customer-profile-csv-template-tiktok).

## Stage 6: Reporting

* [Marketing reporting data dictionary](/marketing-reporting-data-dictionary) filled in: every metric has one definition and one owner.
* [KPI definitions](/kpi-definitions) agreed, including the north star and its counter-metric.
* [Reporting cadence](/reporting-cadence) set: who reports what, to whom, how often.
* [Dashboard standards](/dashboard-standards) agreed.
* [Flat file](/flat-file-template) built, and every report reads from it rather than from the platforms directly.

## Stage 7: Experiments

* [Experiment ID](/experiment-id) pattern defined.
* The register for issued IDs has a home and an owner.
* [Experiment brief](/experiment-brief) template ready to copy.

## Setup is complete when

* Someone new can find the answer to "what do I call this?" without asking.
* A campaign brief links to a positioning statement, a customer profile, and a naming convention that all already exist.
* A weekly report can be produced from the flat file without anyone opening an ad platform.
* Nothing above lives in two places.

## Related resources

* [**Get started**](/overview) The setup path this checklist tracks.
* [**Make a campaign**](/make-a-campaign) The first task to run once stages 1 to 3 are done.
* [**New member onboarding**](/new-member-onboarding) For people joining after setup.