Project Background
Meta is preparing to deploy a redesigned campaign setup workflow in Meta Ads Manager for small and mid-sized advertisers. The workflow changes budget entry, audience selection, and error handling, and leadership wants confidence that the release will not disrupt campaign creation or reduce adoption among existing advertisers.
You are the Business Analyst supporting a cross-functional team of 11 people: 4 engineers, 2 QA analysts, 1 product manager, 1 designer, 1 data scientist, 1 operations lead, and you. The launch target is 8 weeks away because the team wants the new flow live before a major seasonal advertising period.
Key Stakeholders
- Product Director, Ads Manager wants the launch on time to support quarterly revenue goals.
- Engineering Manager wants to minimize late-cycle scope changes and avoid delaying adjacent roadmap work.
- Sales and Account Management want a smooth rollout for managed advertisers and minimal support tickets.
- Support Operations wants clear issue triage and training materials before launch.
- Legal/Privacy requires sign-off on any changes affecting advertiser data handling.
Constraints
- Budget remaining for UAT and enablement: $95,000
- Timeline: 8 weeks to production decision
- UAT participant pool: 60 advertisers across 3 segments
- Only 2 QA analysts available; no additional headcount approved
- Engineering can support only 12 production-blocking fixes before code freeze in Week 6
- Rollout must begin with 10% of eligible advertisers before broader release
Complications
- Early internal testing shows the new workflow reduces setup time for new advertisers but confuses experienced advertisers who use saved audiences.
- The Sales team is pushing to include one additional feature request in the same release, which would require new UAT coverage.
- Legal says one consent-related screen may need revised copy, but final guidance will not arrive until Week 4.
Your Task
- Design a UAT plan that validates solution readiness and user adoption risk.
- Define participant selection, test scenarios, entry/exit criteria, and defect triage.
- Recommend how to handle the added scope request and legal dependency.
- Propose launch-readiness metrics, rollback triggers, and adoption support actions.
- Outline how you would communicate status and trade-offs to stakeholders each week.
