# Campaign QA Checklist

A practical pre-launch and ongoing health check for paid media campaigns. Not every item applies
to every platform or campaign type — use what's relevant.

## Tracking & Measurement

- [ ] Conversion tracking is installed and firing on the correct pages/events
- [ ] Conversion values (if applicable) are passing through correctly
- [ ] Attribution window and model match what you intend to report against
- [ ] UTM parameters (or platform equivalents) are consistent and documented
- [ ] Test conversions have been fired and verified in the platform's reporting (not just "no errors shown")
- [ ] Any recent tracking/tag changes are documented, with before/after dates noted

## Budgets & Bidding

- [ ] Daily/campaign budget matches the intended spend plan
- [ ] Bid strategy matches the campaign's goal (awareness, conversions, value, etc.)
- [ ] Bid caps or targets (max CPC, target CPA/ROAS) are set deliberately, not left at defaults
- [ ] Shared budgets (if used) are distributing as expected across campaigns
- [ ] Pacing has a plan for review (see the Marketing Budget Pacing Calculator)

## Targeting

- [ ] Geographic targeting matches where you can actually serve/ship/support customers
- [ ] Audience exclusions are applied where relevant (e.g. existing customers, employees)
- [ ] Language and device targeting match the intended audience
- [ ] Negative keywords / exclusions are up to date (for search campaigns)
- [ ] Placements or inventory types are reviewed, not left fully automatic without checking

## Creative & Ad Copy

- [ ] Ad copy is accurate and matches current pricing, offers, and availability
- [ ] Required disclosures or legal copy are included where applicable
- [ ] Creative assets meet the platform's current size/format/length specifications
- [ ] Multiple ad variations are running where the platform supports testing
- [ ] Creative refresh date is noted, so staleness can be tracked over time

## Landing Pages

- [ ] Landing page loads correctly on both desktop and mobile
- [ ] Landing page matches the ad's offer and messaging
- [ ] Forms/checkout flows have been tested end-to-end, not just visually inspected
- [ ] Page load speed has been checked, especially on mobile
- [ ] Analytics and conversion tracking fire correctly on the landing page itself

## Launch Readiness

- [ ] Start/end dates are correct and use the intended time zone
- [ ] Budget, bidding, and targeting have been reviewed by a second person if possible
- [ ] A rollback or pause plan exists if something looks wrong shortly after launch
- [ ] Reporting/dashboards are set up to monitor the campaign once live
- [ ] A specific date is set for the first performance check-in

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Related tools: [Marketing Budget Pacing Calculator](https://signalppc.com/tools/budget-pacing-calculator/),
[Performance Diagnostic](https://signalppc.com/tools/performance-diagnostic/)

Published by Signal PPC — https://signalppc.com/resources/campaign-qa-checklist/