Facebook Ads for Ecommerce: A Launch Checklist
Check the store first
Buy a test item using a phone, including a variant and delivery address. Confirm that the price, availability, shipping cost and delivery promise stay consistent from ad to receipt. Campaign optimisation cannot repair an unavailable product or an unreliable checkout.
- Catalogue: accurate IDs, variants, prices, stock and destination URLs.
- Creative: show the actual product and explain a specific reason to buy.
- Checkout: usable payment flow, visible shipping and clear return information.
- Measurement: one completed order, correct value and currency, no reload duplicates.
Protect contribution, not only revenue
Illustrative example: an order worth ₹2,000 is not a ₹2,000 advertising allowance. Subtract product cost, fulfilment, payment charges, discounts and an allowance for returns to understand available contribution. Calculate acquisition economics before judging the campaign by return on ad spend alone. A high revenue ratio can still conceal weak margins.
Plan the first review
Compare new and returning customers when reliable data allows it. Inspect product-level availability, returns and purchase-event integrity alongside ad performance. Pause creative for unavailable variants and make changes in the source catalogue instead of fixing each ad manually. Scale only when fulfilment, stock and customer support can handle the extra demand. Treat claimed platform revenue as an attribution view to reconcile with store records.