# LinkedIn Conversation Ad QA checklist

## Format fit

- [ ] Every custom choice changes the next message, destination or action.
- [ ] A simpler Message Ad, Document Ad, Video Ad or landing page was considered.
- [ ] The audience has enough prior context for an inbox message.

## Identity and permission

- [ ] Paying sponsor is correct.
- [ ] Sender's role fits the topic.
- [ ] Member sender approval is confirmed, or company-sender support is complete.
- [ ] Sender avatar, name and sponsor relationship look correct in the test message.

## Flow

- [ ] Opening explains why the message exists and asks one clear question.
- [ ] Each button label says what happens next and fits the current character limit.
- [ ] Automatic Not Interested action is present.
- [ ] Not Interested has an observable event, an owner and a suppression or follow-up rule.
- [ ] Every continue-in-inbox action has a next message.
- [ ] Every follow-up message has an explicit second CTA label and action.
- [ ] Every branch ends at a valid destination, form or respectful close.
- [ ] Duplicate destinations have an intentional, documented reason.
- [ ] No real brand is used inside an invented downstream branch.

## Destinations and forms

- [ ] Every URL opens the exact promised resource.
- [ ] Every URL uses the approved tracking convention.
- [ ] Lead Generation creative has one attached form and at least one CTA opens it.
- [ ] Form owner, privacy-policy URL and response route are confirmed.
- [ ] Test submission appears in the expected system.

## Recipient view

- [ ] Test message checked on desktop.
- [ ] Test message checked on mobile.
- [ ] Opening, image, line breaks and button order are readable.
- [ ] Every branch was clicked from the start.
- [ ] Optional banner is treated as desktop-only and non-clickable.
- [ ] The flow does not depend on a persistent CTA that may be absent or unavailable on iOS.

## Measurement

- [ ] Campaign, ad set, ad, creative and version IDs are recorded.
- [ ] First-level choice and final action have separate fields.
- [ ] Platform click, form/reply, CRM record, held meeting, qualification and opportunity are separate events.
- [ ] Unknown remains Unknown.
- [ ] CRM owner and review window are assigned.
- [ ] The team knows that an edited Flowchart shows the latest version's path clicks.

## Launch

- [ ] Objective and format are available in the live account.
- [ ] Audience, exclusions, dates, budget and geography are approved.
- [ ] EEA/Switzerland consent behavior is considered where relevant.
- [ ] Ad status, review state and launch owner are confirmed.
- [ ] Rollback or pause owner is named.