The checks to run before and within the first hour of launch. Copy it into a ticket per campaign.
Download as CSV (opens in Excel, Google Sheets, or Numbers). Text is CC BY 4.0; use it however you like.
| Area | Check | Before launch | First hour |
|---|---|---|---|
| Targeting | Geography, language, age, exclusions, suppression lists applied | x | |
| Budget | Daily and lifetime budgets, bid strategy and target, pacing type, end date | x | x |
| Creative | Approved versions only; specs met; captions; disclaimers; landing URLs resolve | x | x |
| Tracking | Pixel and CAPI firing with deduplication; UTMs on every URL; conversion actions primary/secondary correct | x | x |
| Naming | Campaign, ad set, ad, and UTM names follow the convention | x | |
| Placements | Manual exclusions applied where needed; Audience Network and search partners decided deliberately | x | |
| Brand safety | Inclusion or exclusion lists, category exclusions, verification segments attached | x | |
| Delivery | Impressions serving; spend within expected range; no disapprovals; no learning-limited warnings | x | |
| Reporting | Dashboard connected; first-day check scheduled | x | x |
Related: practice terms in the glossary.