Advertising & attribution

Meta Ads due diligence

Published · Reviewed by The Diligence Standard Team · Updated

Historical ROAS is not transferable enterprise value unless the buyer receives durable business assets, permissions, data rights and creative capability capable of reproducing contribution.

Evidence to request

  • Business portfolio, ad-account, page, pixel and catalog ownership
  • Spend, attributed revenue and blended contribution by period
  • Policy restrictions, disabled assets and appeal history
  • Audience, creative, agency and influencer dependencies
  • Consent, customer-list and conversion-data provenance
  • Admin roles, two-factor authentication and recovery controls

Transfer risks

  • Platform-attributed ROAS is accepted without bank and order reconciliation
  • One account, campaign, creative or founder produces most demand
  • Agency or employee controls critical assets
  • Customer-list or tracking practices lack supportable permissions

Control-change sequence

  • Map every asset to its legal owner and current administrator.
  • Establish buyer-controlled administrators before removing seller access.
  • Test catalog, pixel, domain and checkout events under the transition plan.

Business portfolios, pages, pixels, catalogs and ad accounts follow Meta permissions and integrity controls; access does not guarantee future delivery or performance.