02.Process1 min
Traffic Launch SOP & Ad Testing Framework
A team-wide playbook that makes every campaign launch identical — so the data coming back is comparable.
SOP WritingProcess DesignMeta Ads
The Problem
Different team members launched ads differently. Some skipped UTM tracking. Some forgot to label creatives by angle. Reporting was inconsistent because the inputs were inconsistent.
The Approach
Watch how senior members launched ads. Capture the steps. Make the steps unmissable. Then bake testing structure into the launch itself, so every campaign automatically generates clean data.
What I Built
- Traffic Launch SOP — pre-launch checklist, naming conventions, UTM standards, QA gates, post-launch monitoring rhythm
- Ad Testing Framework — angle-based testing structure with rules for how many creatives per angle, test duration, and statistical significance thresholds
- A shared template for briefing creatives that follows the framework
Plate · forthcoming
The Result
New team members onboard onto live campaigns in days, not weeks. Reports are comparable across campaigns because every campaign was structured the same way.
What I'd Do Differently
Version the SOP from day one. We rewrote sections without tracking changes and lost some good earlier reasoning.