Meta ads checklist

Tracking

• The pixel fires on the right pages. Purchases or leads show up in Events Manager when you place a test order or test enquiry.
• Server events are set up where you can. Conversions API or your platform's built-in connection, so blocked browsers don't hide sales.
• One source of truth for sales. You compare Meta's numbers with your store or CRM, not Meta with itself.

The numbers

• You know your break-even ROAS. Roughly 1 divided by your margin before ad costs. Below it, sales lose money.
• You know what a customer is worth. First order and, if you have repeat buyers, over a year.
• You know your target cost per result. A number you can afford, set before the campaign, not after.

Offer and landing page

• The page matches the ad. Same promise, same product, same price. No surprise at the click.
• The offer is clear in seconds. Who it's for, what they get, what it costs, what to do next.
• The page works on a phone. Loads fast, readable without zooming, checkout or form works first time.

Creative

• Several distinct ideas, not one ad. Different hooks or angles, not the same video with a new colour.
• The first seconds earn attention. Something specific to the buyer, shown or said right away.
• Each ad makes one clear ask. Shop, book, or enquire. Not all three.
• No claims you can't back up. Testimonials are real, results aren't promised, and nothing breaks the ad rules for your category.

Budget and structure

• A budget you can afford to learn with. Enough to get results to read, small enough that a bad week won't hurt.
• Few campaigns, clearly named. You can tell what each one is for at a glance.
• Changes are made in steps. Big, frequent edits reset learning and make results hard to read.

Follow-up

• Leads get a fast reply. A target reply time, an owner, and an after-hours holding reply.
• Abandoned carts get an email. At least a reminder that answers the most common objection.

From Paul Rammeloo, paulrammeloo.com. Free to print and share.