Checklist

Marketing Campaign Planning Checklist

A pre-launch checklist to review before pushing a marketing campaign live.

Summary

Skipping pre-launch checks is the single biggest source of wasted campaign spend. Run through this list 48 hours before go-live.

1. Goal and metrics

Primary goal is specific (leads, revenue, signups) with a target number
Secondary metrics defined (CTR, conversion rate, CPL)
Reporting view set up (Looker Studio, sheet, dashboard)
Campaign success criteria agreed with stakeholders

2. Audience and message

Target segment defined clearly
Value proposition is one sentence, not a paragraph
Offer is concrete (discount, tool, demo)
Headline and subheadline reviewed by 2nd pair of eyes

3. Creative

Ad formats match platform specs
All assets proofread and brand-compliant
A/B tests set up (if applicable)
Alt text added to images

4. Tracking

UTM tags applied on all links
Conversion events firing correctly
Analytics goals or events configured
CRM integration tested end-to-end

5. Landing page

Headline matches ad copy
Primary CTA is obvious above the fold
Page loads under 3 seconds (tested on mobile)
Form submits successfully (test submission received)
Thank-you page or redirect confirmed

6. Follow-up

Auto-response email tested
Lead routing in CRM confirmed
Sales team briefed on leads incoming
Weekly review meeting scheduled

Common misses

Ad live but tracking not firing — wasted spend
Form submission doesn't reach CRM — lost leads
No test submission before go-live
No one checks performance in the first 48 hours

Frequently asked questions

How long before launch should I start this?

Start tracking checks a week out. Creative and page checks 48 hours before.

Next step

Keep exploring related resources to strengthen this area of the business.

See the Landing Page Checklist

Phase 2 content slot (ads / affiliate)