Performance Marketing Asset Checklist: What You Need Before Launch

Don't Launch Without This List

Every performance marketer has a war story about launching a campaign with broken tracking, a prelander that didn't render on Android, or a compliance disclaimer that was missing from the landing page. These mistakes aren't just embarrassing — they burn budget and destroy data quality.

This checklist exists to prevent those stories. It covers every asset, technical integration, and compliance requirement you should verify before flipping a campaign from draft to live. Bookmark it, print it, build it into your launch workflow — whatever it takes to make sure nothing slips through.

Creative Assets

Ad Creatives

[ ] Static image ads — Sized for each placement (feed, stories, display). Minimum 3 variants for initial testing.
[ ] Video ads — Correct aspect ratios (1:1, 9:16, 16:9 depending on platform). Subtitled for sound-off viewing.
[ ] Interactive/playable ads — HTML5 package meets ad network file size and spec requirements. Tested on target devices.
[ ] Ad copy variants — Headlines, body text, and CTA copy written for each ad variant. Localized if running multi-geo.
[ ] Creative naming convention — Every asset follows a consistent naming structure (e.g., [Campaign]_[Format]_[Variant]_[Geo]_[Date])

Prelanders

[ ] Prelander live and accessible — URL loads correctly on mobile and desktop
[ ] Mobile-optimized — No horizontal scroll, readable text, thumb-friendly tap targets
[ ] Page speed — Loads in under 2 seconds on 4G connection
[ ] Copy finalized — Headline, body, social proof, and CTA reviewed and approved
[ ] CTA links correctly — Button directs to the right landing page, app store, or smart link
[ ] Interactive elements work — Quiz logic, expandable sections, or animations function correctly
[ ] Geo/language variants — Each target market has a localized version

Landing Pages

[ ] Landing page live and accessible — URL loads correctly on all target devices
[ ] Single, clear CTA — No competing navigation or distracting links
[ ] Form works — If there's a sign-up form, submit a test entry and confirm it reaches your backend
[ ] App store links correct — If driving installs, iOS links go to App Store and Android links go to Google Play
[ ] Social proof present — Ratings, reviews, user counts, or testimonials are current and accurate
[ ] Page speed optimized — Under 2 seconds load time, images compressed, no unnecessary scripts

Tracking and Attribution

This is where campaigns most commonly break. Double-check every integration.

Pixel and SDK Setup

[ ] Platform pixel installed — Meta Pixel, TikTok Pixel, Google Tag, or relevant network pixel fires on the correct pages
[ ] Pixel events configured — PageView, Lead, Purchase, Install, or custom events fire at the right funnel stages
[ ] App attribution SDK — AppsFlyer, Adjust, Branch, or Singular SDK is installed in the app and configured for this campaign
[ ] Server-side tracking — If using S2S postbacks, confirm the postback URL is configured with correct parameters

Click Tracking

[ ] Click ID passing — Click IDs from the traffic source pass through the entire funnel (prelander → landing page → app store)
[ ] UTM parameters — Campaign, source, medium, content, and term parameters are appended to all URLs
[ ] Smart link configured — If using a smart link service, confirm OS detection, deep linking, and attribution parameter passing work correctly
[ ] Redirect chain tested — Walk through the entire click path from ad to final destination. Confirm no parameters are lost in redirects.

Conversion Tracking

[ ] Test conversion registered — Trigger a test conversion and confirm it appears in your tracking dashboard
[ ] Attribution window set — Click-through and view-through attribution windows are configured per platform
[ ] Deduplication — If running on multiple networks, confirm conversions aren't double-counted
[ ] Postback delays — Understand the expected delay between conversion and postback receipt. Set expectations with stakeholders.

Compliance and Legal

Compliance issues can get campaigns rejected, accounts banned, or companies fined. Don't treat this section as optional.

Platform Policies

[ ] Ad content approved — Creative content meets the advertising policies of each platform you're running on
[ ] Landing page compliance — Page content doesn't violate platform policies (no misleading claims, no prohibited content)
[ ] Targeting restrictions — Age, geo, and audience targeting comply with platform and legal requirements
[ ] Special ad categories — If running in regulated verticals (finance, health, housing, political), special category designations are applied

Legal Requirements

[ ] Privacy policy — Link to privacy policy is accessible on all landing pages and prelanders
[ ] Terms of service — Link to terms is accessible where required
[ ] Cookie consent — If collecting cookies in applicable jurisdictions (EU/UK), consent mechanism is implemented
[ ] Disclaimers — Financial disclaimers, health disclaimers, or gambling disclaimers are present where legally required
[ ] Age gate — If promoting age-restricted products, age verification is implemented
[ ] Data collection disclosure — If collecting personal information, users are informed about what's collected and how it's used

Geo-Specific Requirements

[ ] GDPR compliance — For EU/UK traffic: consent mechanisms, data processing agreements, and user rights are addressed
[ ] CCPA compliance — For California traffic: "Do Not Sell" option and privacy disclosures are present
[ ] Local regulations — Country-specific advertising regulations are met (e.g., gambling license numbers, financial authorization disclosures)

Technical Infrastructure

Hosting and Performance

[ ] CDN configured — Assets are served through a content delivery network for fast global delivery
[ ] SSL certificate active — All pages load over HTTPS
[ ] Uptime monitoring — Monitoring is configured to alert if landing pages or prelanders go down
[ ] Error handling — 404 pages redirect appropriately. Server errors return meaningful fallback pages.
[ ] Load testing — If expecting high traffic volume, confirm pages handle the expected load without degradation

Domain and DNS

[ ] Domain is active — Campaign domain resolves correctly
[ ] DNS propagation complete — If using a new domain or subdomain, DNS changes have propagated
[ ] Domain reputation — New domains may need warming to avoid being flagged by ad platforms. Check domain reputation tools.
[ ] SSL covers all subdomains — Wildcard certificate or individual certs for each subdomain in use

Campaign Configuration

Budget and Bidding

[ ] Daily budget set — Budget caps are configured to prevent overspend during the testing phase
[ ] Bid strategy selected — Manual vs. automatic bidding is chosen based on campaign objectives
[ ] Spend limits — Account-level and campaign-level spend limits are in place as a safety net

Targeting

[ ] Audience defined — Targeting parameters (geo, age, gender, interests, custom audiences) are configured
[ ] Exclusions set — Existing customers, recent converters, or inappropriate audiences are excluded
[ ] Placement selection — Ad placements are chosen (or excluded) based on campaign strategy
[ ] Device targeting — If running mobile-only campaigns, desktop is excluded

Scheduling

[ ] Start date confirmed — Campaign is scheduled to start at the intended time
[ ] Time zone correct — Campaign schedule reflects the target audience's time zone, not your own
[ ] Dayparting — If applicable, ad scheduling is configured for peak hours

Pre-Launch Verification

Before clicking "Publish," run through this final verification pass:

The 10-Minute Walkthrough

Click your own ad (or preview link) on a mobile device
Verify the prelander loads correctly and quickly
Interact with all elements — tap buttons, complete quizzes, scroll through content
Click the CTA and confirm it reaches the correct destination
Check tracking — Confirm the click and pageview appear in your analytics
Submit a test conversion — Fill out the form, install the app, or complete the target action
Verify the conversion fires in your tracking platform
Repeat on a second device (different OS) to catch cross-platform issues
Check the dashboard — All test data should be visible and attributed correctly
Clear test data — Remove test conversions from your reporting if possible

Stakeholder Sign-Off

[ ] Media buyer confirms — Campaign structure, targeting, and budget are correct
[ ] Creative lead confirms — All assets are final versions, not drafts
[ ] Compliance lead confirms — Legal requirements are met for all target markets
[ ] Tracking lead confirms — Attribution is working correctly end-to-end

Post-Launch Monitoring (First 24 Hours)

Launching isn't the end — it's the beginning of active monitoring.

[ ] Check spend pacing — Is the budget spending as expected? Too fast or too slow both indicate issues.
[ ] Monitor CTR — Abnormally low CTR in the first hours suggests creative or targeting problems.
[ ] Verify conversions flowing — If no conversions appear within the expected timeframe, investigate immediately.
[ ] Check page uptime — Confirm prelanders and landing pages stayed online under real traffic load.
[ ] Review early quality signals — If you have access to post-install metrics, check that early cohort quality looks reasonable.

Building the Checklist Into Your Workflow

A checklist is only useful if it's actually used. Here's how to make it stick:

Embed it in your project management tool — Create a template in Asana, Notion, Linear, or whatever your team uses. Every new campaign starts from this template.
Assign checklist sections to owners — Creative team owns the asset section. Media buyer owns campaign config. Developer or ops owns tracking. Nobody owns "everything."
Make it a gate — No campaign goes live without a completed checklist reviewed by at least one person who didn't build the campaign.

At Bruno.io, every creative asset we deliver comes through a production QA process that covers the relevant sections of this checklist — because when you're producing landing pages, prelanders, and interactive ads for performance teams, the margin for error is zero. A broken tracking parameter or a slow-loading page doesn't just look bad — it costs real money.

Launch smart. Check the boxes. Then go make the campaign profitable.