A campaign can look ready while one critical dependency is still missing. Reveal whether the launch should GO, pause for REVIEW or remain BLOCKED before media spend starts.
Use this resource when
Download the working file.
This is the complete editable template—not a PDF preview. Add your own account data, owners and decisions.
Choose the commercial path first
Select e-commerce or lead generation before entering the required commercial inputs. The workbook keeps product economics and lead economics separate instead of forcing both into one false benchmark.
Check the dependencies that can stop launch
Review account access, campaign structure, destination, creative, conversion events, consent and ownership. A critical No overrides cosmetic readiness and returns BLOCK.
Use GO, REVIEW and BLOCK as operating states
GO requires all critical rows to pass. REVIEW identifies an unresolved non-critical decision with an owner. BLOCK surfaces a missing critical dependency or required business-type input.
Keep the conversion signals distinct
Map purchases, persisted service enquiries, resource downloads and thank-you page views separately. A page view or download must not silently become the success signal used for campaign optimisation.
Assign the next action before the meeting ends
Every unresolved item needs one owner, due date, evidence requirement and next action. The worked example is illustrative and the QA tab helps check the workbook before reuse.
Practical questions
Questions that change the decision
Do I need existing ad spend to use this workbook?
No. It is designed for new setups and rebuilds. The decision depends on commercial inputs and launch dependencies, not a historical-spend threshold.
Does GO guarantee campaign performance?
No. GO means the agreed launch dependencies are ready under the evidence entered. It does not guarantee demand, profitability, lead quality or platform delivery.
Can I use the same inputs for ecommerce and lead generation?
The shared checks are reusable, but the commercial inputs remain separate. Ecommerce uses purchase economics; lead generation uses qualification and pipeline assumptions.
Sources and platform documentation
Platform features change. These links point to the primary documentation used for the implementation details above.