TL;DR: Key Takeaway
A pre-launch review covering tracking, account structure, audience targeting, creative specs, and campaign settings: the same checklist we run before any campaign goes live for clients.
Launching a Facebook ad campaign is straightforward from a technical standpoint: Meta makes it easy to create a campaign in Ads Manager. But there's a meaningful difference between launching a campaign and launching one that's set up correctly. Many underperforming campaigns don't struggle because of weak creative or the wrong audience. They struggle because a technical detail in the setup was overlooked, and no one caught it until budget had already been spent.
This 27-point checklist is the same pre-launch review we run internally before any campaign goes live for our paid media clients. Work through it in order. If anything fails, fix it before you turn on spend.
Proper tracking is the foundation of campaign optimization. Without it, you can't accurately measure what's working.
Administrative setup is easy to overlook but can result in ad rejections, limited tracking, or account restrictions if missed.
Run the checklist before every launch
Even experienced media buyers use checklists. The fundamentals are easy to skip when you're moving fast, and a missed pixel event or wrong optimization window can quietly tank a campaign.
Business owners running their own Facebook ads, marketing coordinators managing campaigns alongside other responsibilities, and anyone who wants a reliable system for launching campaigns with confidence. Work through it once, save it as a checklist, and know that the fundamentals are covered before you go live.
Jared Saucier
Founder & Creative Director at Allora Media. Running paid advertising campaigns and producing professional media content for Connecticut businesses.
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