The Campaign Launch Checklist I Actually Use
Not a template I made to sell. The actual document I run through before any major launch.
This isn’t pretty. It’s not designed to be shared. It’s the document I’ve refined over years of launches—the things I check because I’ve been burned by not checking them.
Every item on this list exists because of a mistake. Mine or someone else’s. It’s battle-tested, not theoretical.
Use it. Adapt it. Make it yours.
7 Days Before Launch
OFFER & POSITIONING
☐ Offer document finalized: price, bonuses, guarantee, terms
☐ Positioning statement clear: “We help [who] achieve [what] through [how]”
☐ Key objections listed with responses ready
☐ Competitor comparison done—know why you’re different
☐ Price tested or validated (not just assumed)
CREATIVE & COPY
☐ All ad creative approved and uploaded
☐ Landing page(s) live and tested on mobile + desktop
☐ Email sequences loaded and scheduled
☐ All links tested (every. single. one.)
☐ Copy proofread by someone who didn’t write it
TRACKING & TECH
☐ Pixels firing correctly (test with Facebook Pixel Helper, GTM debugger)
☐ UTMs structured and documented
☐ Conversion events verified in ad platforms
☐ Analytics dashboard set up with key metrics
☐ Test purchase/signup completed end-to-end
3 Days Before Launch
TEAM ALIGNMENT
☐ Everyone knows their role and timeline
☐ Communication channel confirmed (Slack channel, war room, etc.)
☐ Escalation path clear: who makes decisions if something breaks
☐ Support team briefed on offer details and FAQs
CONTINGENCY
☐ Backup creative ready if primary underperforms
☐ Kill criteria defined: “If X happens by day Y, we do Z”
☐ Budget caps set to prevent runaway spend
☐ Tech support contacts on hand (platform reps, developers)
Launch Day
MORNING
☐ Ads live and approved
☐ First clicks coming through
☐ Tracking verified with real data (not just test events)
☐ Email sends confirmed
MIDDAY CHECK
☐ CPM/CPC within expected range
☐ Landing page conversion rate tracking
☐ No tech fires or broken links reported
☐ Team check-in complete
END OF DAY
☐ Day 1 metrics captured and documented
☐ Anomalies flagged for investigation
☐ Tomorrow’s priorities identified
☐ Brief sent to stakeholders (no spin, just facts)
Daily During Launch
☐ Check ad account for disapprovals or delivery issues
☐ Monitor comments/replies for sentiment and objections
☐ Track funnel metrics: CTR → LP CVR → Next step CVR
☐ Document what’s working and what’s not
☐ Make ONE optimization per day max (don’t panic-iterate)
Post-Launch (Within 48 Hours of Close)
☐ Full metrics compiled in one document
☐ Revenue vs. spend calculated
☐ What worked documented (to repeat)
☐ What didn’t work documented (to avoid)
☐ Lessons shared with team
☐ Retargeting and follow-up sequences activated
The “Oh Sh*t” Protocol
When something goes wrong (and something always goes wrong):
1. Pause spend immediately if it’s a tracking or tech issue
2. Identify the problem precisely before trying to fix it
3. Communicate to stakeholders: what happened, what we’re doing, when we’ll update
4. Fix one thing at a time
5. Document what broke and why for next time
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Download this, adapt it, add your own battle scars. The best checklist is the one that reflects what you’ve learned the hard way.
[DOWNLOADABLE VERSION LINKED BELOW]