Advertising & measurement

Google Ads & Analytics due diligence

Published · Reviewed by The Diligence Standard Team · Updated

Search demand and analytics history can be durable assets, but performance claims require ownership, clean measurement and separation of branded, organic and paid demand.

Evidence to request

  • Google Ads account and manager ownership with change history
  • GA4 property, data streams, events and attribution configuration
  • Merchant Center, product feeds and suspension history
  • Search Console ownership and query/page concentration
  • Spend, conversions and order-level contribution reconciliation
  • Agency access, scripts, audiences, tags and consent configuration

Transfer risks

  • Branded demand is presented as paid-media skill
  • Conversions are duplicated or attribution windows inflate performance
  • Agency ownership prevents clean transition
  • Merchant Center or feed problems interrupt revenue

Control-change sequence

  • Create buyer-controlled admins across each Google product.
  • Inventory tags, scripts, feeds, billing profiles and linked accounts.
  • Run parallel access and measurement testing before seller removal.

Google account, Ads manager, Analytics property, Merchant Center and Search Console permissions are distinct and must be tested separately.