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Creative asset QA: checks before an ad file goes live

Most creative mistakes are small: a wrong link, a stale version, a caption with a typo, a logo that is not allowed. A short QA check catches them before the budget starts.

Check the file

  • Confirm the format, aspect ratio, length and file size against the placement the ad is set for.
  • Play the file on a phone-sized screen with the sound off. Check that the first seconds, the key text and the thumbnail all read well.

Check the words

  • Read every line of copy, headline, caption and on-screen text once more, out loud if you can.
  • Check the price, offer, date and shipping promise against the source the client approved, not against memory.
  • Open the final link on a phone to confirm the right offer loads. Check the UTM parameters against the UTM standard, and the creative ID against the file name.
Made-up scenario: a video ad links to a summer sale page, but the sale ended on Friday. The file and the copy were right. The link check caught it before launch, and the ad went live with a new link.

Check rights and brand use

  • Confirm that music, fonts, images and people in the file are licensed for paid use in every market it runs in.
  • Check the logo, colours and disclaimers against the brand sheet, and record who approved any exception.

Compare with the approved version

  • Compare the live file with the approved version, since a re-export can change colour, crop or captions without anyone meaning it to. Record the export date of each approved file.

What to write in the client report

  • The number of files that passed QA in the period, the number sent back, and the most common reason in a few words.
  • Any issue that reached a live ad, with the time it was found and the fix.

5 min read. Last updated 2026-10-07. Examples use made-up numbers.

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Terms in this guide

UTM parametersCreative IDApproval workflow

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