Checklist before launching ads

Before the campaign,check these on your ads.

The fate of an ad is often decided before launch, in the measurement and on the page where the click lands. We go through this list ourselves before Meta and Google campaigns. Your ticks are saved in this browser, and at the bottom of the list you can start again for the next campaign with one click.

Start the list

Pixel and measurement

0 / 7

The Meta pixel and the Google tag load on every page. You can check this quickly with the Meta Pixel Helper and Tag Assistant browser extensions.
Pixel and conversion tracking
Conversion events are set up, for example form submissions or purchases.
Conversion
After a test submission the event appears in the ads manager.
Events are not duplicated. If refreshing the thank-you page sends a new event, the numbers are skewed upwards.
UTM parameters in the links mark the campaign and the ad. This way you can also see in the analytics which ad brought the visitor.
With several goals, every conversion has a value or an order of priority.
It is settled who looks at the numbers every week, and when. Measurement that has been set up is only worth something if someone looks at it regularly.

Targeting

0 / 6

It is written down who you want to reach, by age, location and life situation.
Targeting and lookalike audiences
Geographic targeting covers the area where you can serve the customer.
You have excluded your existing customers and your colleagues where it matters.
There is a remarketing audience for people who have already visited your site.
Remarketing
The lookalike audience is built from a good source, for example your list of customers.
The audiences do not overlap so much that your campaigns bid against each other.

Creatives

0 / 7

In the first second it is clear whose ad it is and what it is about.
Brand identity
Every placement has the right aspect ratio, including square and the vertical story size.
The text on the image is readable on a phone too.
The promise of the ad matches what the landing page shows.
At least two versions are running, so there is something to compare.
A/B test
The button label describes the next step.
CTA
The ad is recognisable from your brand's colours and type as well.

Landing page

0 / 7

The click leads to the page the ad is about. Some visitors sent to the homepage never find the advertised offer.
Landing page
The page loads quickly on a phone, on mobile data too.
The main headline repeats the promise of the ad.
There is one goal on the page, and the button for it is clearly visible.
The form is short and easy to fill in on mobile too.
After submission, the measurement records the event as well.
You have tried the whole journey, from the ad to the incoming email.
User journey

Before the campaign,check these on your ads.

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