A Pre-Launch Tracking QA Checklist for New Campaigns

The worst time to discover your tracking is broken is after a campaign has been spending for a week. A five-minute QA pass before launch saves you from optimizing on nothing — and from an awkward conversation with the client. Here's the checklist.

Meta

1. Pixel fires site-wide (confirm with the Meta Pixel Helper on multiple pages).
2. Key conversion events fire on the right pages (Purchase, Lead, etc.).
3. Conversions API is live and events are arriving in Events Manager.
4. Events are deduplicated (shared event_id on pixel + CAPI).
5. Event Match Quality is healthy and customer parameters are being sent.

Google Ads

1. The Google tag is installed and firing site-wide.
2. Primary conversion actions exist and are marked primary.
3. Conversion triggers match the real thank-you/confirmation URLs.
4. Enhanced conversions are enabled and receiving data.
5. A test conversion records end to end.

Cross-cutting checks

• Consent: confirm tags fire for consented users and aren't blocked by the banner — see Consent Mode v2.
• Landing pages: if the campaign uses new or custom landing pages, verify tracking is present on those specifically, not just the main site.
• Cross-domain: if the funnel spans domains, confirm linking is set up — see cross-domain pitfalls.
• Baselines: note current conversion volume and EMQ so you can spot a drop after launch.

Make it repeatable

The value of a checklist is that it's the same every time, so nothing gets skipped under deadline pressure. Turn this into a saved template your whole team runs before every launch — and pair it with a tracking-health SOP for what happens after launch.

QA is a moment; monitoring is forever

A pre-launch check confirms tracking works at launch. But it can break any day after — a site tweak, a tag edit, a consent change. Taglert picks up where your checklist ends: it monitors the accounts continuously and alerts you the moment tracking breaks mid-flight, so a clean launch stays clean.