1. Access and assets
Start with the business portfolio. It should hold your Page, Instagram account, pixel and, if you sell products, your catalogue. If your ad account is shared by an agency, confirm it appears under your ad accounts with the access you expect. Meta’s guide to partner access explains the levels.
- At least two people in your team have full control of the business portfolio.
- The Page and Instagram account are connected to the ad account you will use.
- Everyone who builds campaigns has access with their own profile, never a shared login.
2. Landing page and offer
Meta reviews the ad and the page it sends people to. Read the Advertising Standards for your category before writing the ads, especially for health, finance, weight loss or regulated products.
- The product, price and offer in the ad match the landing page.
- The site loads on HTTPS, on mobile, without pop-ups blocking the content.
- Contact details, shipping, returns and privacy pages are easy to find.
- Claims in the ad can be backed up on the page.
3. Pixel, Conversions API and domain
Install the Meta pixel and, ideally, the Conversions API with the same pixel ID so browser and server events can be matched and deduplicated. Meta’s pixel setup guide and Conversions API documentation walk through both; most store platforms offer a partner integration.
- Test a purchase and confirm the event in Events Manager. Meta says events should appear within about 20 minutes.
- Check the value and currency sent with each purchase.
- Verify your domain in the business portfolio with a meta tag, an HTML file or a DNS record. See domain verification.
4. Ad review
Every ad goes through review before it runs. Meta says most reviews finish within 24 hours, but they can take longer, and ads can be reviewed again after they go live. See Meta’s ad review guidelines.
Submit ads a day before the planned start, especially before a sale or a launch date. If an ad is rejected by mistake, request another review rather than duplicating it.
5. Funding and limits
Check the balance and limits before the start date, not after delivery stops.
- The account has funds for at least three to five days of planned spend.
- No account or campaign spending limit sits below the planned budget.
- Daily budgets add up to your planned average daily spend.
The spending limits guide explains each setting and includes a month-planning example.
Team sign-off
| Check | Owner | Done when |
|---|---|---|
| Access | Account admin | Page, Instagram, pixel and ad account visible to the right people. |
| Landing page | Store owner | Offer, price and policies match the ads. |
| Tracking | Developer or marketer | A test purchase shows in Events Manager with the right value. |
| Ads | Media buyer | Ads approved, schedule and budgets set. |
| Funding | Finance | Balance covers the first days; limits checked. |
Need an ad account for the launch? See what is included in our Meta agency ad accounts or read the buyer’s guide first.
