Verify analytics access and continuity
Request read-only access where possible, compare multiple date ranges and check for tracking changes that create artificial jumps or gaps. Reconcile analytics with server, ad-platform or search-console data when available.
Measure concentration
Break traffic down by source, landing page, geography, device and branded versus non-branded demand. Concentration is not automatically bad, but it changes the downside case.
Use the live marketplace to compare real listings against the criteria in this guide.
Inspect organic search risk
Review pages and queries driving the largest share of clicks, content age, link patterns, manual-action history where available and recent volatility. Distinguish traffic earned by a durable brand from traffic concentrated in replaceable informational queries.
Inspect paid acquisition economics
Validate spend, attribution window, new versus returning customer mix and contribution margin. A strong blended return can hide channels that lose money when viewed incrementally.
Assess audience ownership
Email lists, direct traffic, communities, apps and repeat customers can reduce dependence on rented channels. Verify list quality, consent, engagement and whether the audience relationship transfers.
Stress-test traffic loss
Model what happens if the strongest channel falls materially. If a moderate traffic decline destroys debt service or purchase economics, the acquisition may be too fragile.