Campaigns fail at launch not because of bad strategy, but because of coordination gaps: a tracking pixel that wasn’t verified, a link that goes to the wrong page, an approval that was assumed rather than confirmed.
This checklist is for the final 48–72 hours before a campaign goes live.
1. Creative and content
- All creative assets produced and in final format (sizes, file types, naming)
- Copy reviewed and approved by the right person — not just “looked at”
- Legal or compliance review completed, if required
- Localized versions produced and reviewed, if applicable
- Asset delivery to all relevant channels confirmed
2. ⚠ Approvals
- Campaign brief has final sign-off from campaign owner
- Creative has sign-off from creative/brand lead
- Copy has sign-off from copy reviewer
- Budget has been approved and confirmed available
- Legal/compliance sign-off obtained where required
- Stakeholder notification sent to anyone who should not be surprised at launch
3. ⚠ Tracking and analytics
- UTM parameters defined and applied consistently across all links
- Tracking pixels or tags verified as firing correctly
- Conversion events tested end-to-end
- Analytics dashboard or reporting view prepared and linked to the campaign
- Attribution window and model confirmed with reporting team
4. Destination and user experience
- All landing pages live and accessible
- All links in emails/ads/posts tested and pointing to the correct destination
- Landing page loads correctly on mobile
- Form or conversion flow tested end-to-end
- Thank-you/confirmation message reviewed
- 404 fallback checked for any broken destination links
5. Channels and scheduling
- All channel assets uploaded and scheduled (email, paid, social, push)
- Send/publish times confirmed and correct for target audience timezone
- Audience segments or targeting confirmed
- Suppression lists applied (do not contact, recent buyers, etc.)
- A/B test variants set up correctly, if applicable
6. Reporting and post-launch
- Reporting template or dashboard ready for day-1 review
- KPIs and success metrics defined and shared with team
- Team knows when to check metrics and who will review them
- Escalation path defined if something is wrong on launch day
- Post-launch review meeting or async update scheduled
7. Rollback and contingency
- Rollback plan exists if something needs to be paused or pulled
- Team contact list for launch day confirmed
- Launch time confirmed with all involved parties
On launch day: confirm the first metrics 2–4 hours in. A clean launch still needs a sanity check.