Facebook Ads review checklist

This page does not save your ticks. Copy your notes into your own reporting or client record before you close the page.

Review in this order

1. 1. Start with a fair comparison

   Write the date range, account, attribution view, and last data update. Compare equal, complete periods with similar promotions, stock, and spending conditions. An incomplete day or stale sync can look like a performance drop.

2. 2. Reconfirm the objective

   Name the campaign’s intended result: leads, purchases, messages, traffic, or another business action. Judge it against that purpose before opening more metrics.

3. 3. Connect delivery to the business outcome

   Check the downstream signal you can verify, such as qualified conversations, orders, revenue, or lead quality. Note what the ads report cannot show on its own.

4. 4. Read the creative in context

   Look at the actual ads people saw: message, offer, audience fit, comments, and repetition. Save one observation to test, not a verdict from a single metric.

5. 5. Check budget and delivery conditions

   Record spend, pacing, learning or delivery limits, and major changes made during the period. Avoid universal pause or scale rules; the useful decision depends on the account.

6. 6. Record one next experiment

   State the hypothesis, one change, owner, review date, and the signal you expect to learn from. Keep the next test small enough to explain to a client or teammate.