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A step-by-step walkthrough of every asset that needs to transfer when a website changes hands — from domain and hosting to analytics, email platforms, ad accounts, and social media profiles. Use this alongside the website acquisition checklist and the website escrow guide to ensure nothing is missed before you release funds.
Before you start
Never release escrow until every asset in the purchase agreement is verified and functional. Funds released cannot be recovered through escrow — only through legal action against the seller.
The seller unlocks the domain at their registrar, disables WHOIS privacy, and generates the EPP/auth code. The buyer submits it at their registrar. ICANN requires 5–7 calendar days to complete a registrar-to-registrar transfer — start this step 3–5 days before the planned closing date so the domain arrives close to when the rest of the assets transfer. Some registrars offer a "push" transfer (same registrar, immediate) that skips the ICANN wait.
For shared or managed hosting (WP Engine, Kinsta, Bluehost): seller transfers site ownership in the hosting control panel or provides login credentials. Buyer changes all passwords and billing immediately. For VPS or dedicated servers: seller provides SSH access and server credentials. For SaaS products: seller also transfers code repository access (GitHub/GitLab), deployment pipeline credentials (Vercel, Railway, AWS, etc.), and any third-party service API keys. Document every credential transferred in writing.
Seller adds the buyer as an Administrator in Google Analytics 4 (Account Settings > Account Access Management). Buyer verifies access to all historical data. Then buyer removes seller from admin access. For Google Search Console: seller goes to Property Settings > Users and Permissions > Add User > Owner. Buyer verifies and removes seller. Critical: never delete the GA4 property — doing so permanently destroys all historical traffic data and breaks continuity for due diligence on future resale.
For newsletters: seller exports the full subscriber list (active subscribers only, unless inactive/unsubscribed are also agreed) as CSV and imports to the buyer's email platform account. If the ESP account itself transfers (e.g., entire Beehiiv or ConvertKit account), seller adds buyer as admin and transfers billing. After transfer, update the sending domain's SPF, DKIM, and DMARC records to authorize the buyer's ESP. Verify deliverability with a test send before the seller exits.
Contact each ad network before closing to confirm their transfer policy:
Change the email address, password, and phone number on every social media account included in the sale. For Facebook Pages: use Business Manager to transfer page ownership — do not share login credentials for personal accounts (against Meta's terms). For YouTube channels tied to a Google account: transfer via a Google Workspace brand account so the channel separates from the seller's personal Google login. For Twitter/X: change email, password, and enable 2FA under buyer's phone. Document every account and confirm access before releasing escrow.
Go through the acquisition checklist line by line. Verify: domain resolves correctly; hosting is functional; GA4 and GSC access confirmed; email platform operational and deliverability tested; all ad accounts updated or new accounts applied for; all social accounts accessible; code repository access transferred (for SaaS/tools); SOPs and contractor contacts received. When every item is verified, release escrow. For deals with an escrow holdback, only release the holdback after the agreed post-close verification period.
Most purchase agreements include a seller transition period of 2–4 weeks (sometimes up to 90 days for complex businesses). During this period, the seller answers questions, introduces key contractors and suppliers, explains undocumented workflows, and helps the buyer onboard. Use this window to: review all SOPs and flag gaps; meet key contractors; set up your own accounts for any tools not yet transferred; and document everything the seller explains verbally so you have it after the transition period ends.
| Asset | Content Site | SaaS | eCommerce | Newsletter |
|---|---|---|---|---|
| Domain | ✓ | ✓ | ✓ | ✓ |
| Hosting / server | ✓ | ✓ | ✓ | — |
| Code repository | — | ✓ | — | — |
| Google Analytics 4 | ✓ | ✓ | ✓ | — |
| Google Search Console | ✓ | ✓ | ✓ | — |
| Email platform / list | if included | ✓ | ✓ | ✓ |
| Ad network accounts | ✓ | — | — | ✓ |
| Affiliate program logins | ✓ | — | ✓ | — |
| Social media accounts | if included | if included | if included | if included |
| Payment processor (Stripe etc.) | — | ✓ | ✓ | if paid subs |
| Supplier / 3PL contacts | — | — | ✓ | — |
| SOPs and documentation | ✓ | ✓ | ✓ | ✓ |
| Contractor contacts | ✓ | ✓ | ✓ | ✓ |
Releasing escrow before all assets are verified
The most costly mistake. Once you release escrow, your leverage disappears. Verify every asset listed in the purchase agreement is transferred and functional before releasing any funds — including the domain resolving, analytics access confirmed, email deliverability tested, and ad accounts updated.
Deleting the GA4 property
Some buyers mistakenly delete the existing Google Analytics property to 'start fresh.' This permanently destroys all historical traffic data. Add yourself as an admin, remove the seller, but never delete the property.
Not checking ad network transfer policies before closing
Networks like Amazon Associates and AdSense do not allow account transfers. If your deal value is based on current RPM and the site cannot qualify for its current network under new ownership, the revenue model changes materially. Confirm policies before signing the LOI — not after.
Skipping the SPF/DKIM update after email platform transfer
If you change the sending platform for a newsletter or any site with outbound email, the domain's SPF and DKIM records must be updated. Failing to do so causes emails to go to spam, damaging the list's deliverability and open rates.
Not documenting verbal explanations during transition
Sellers explain many critical operational details verbally during the transition period — supplier contacts, seasonal traffic patterns, contractor preferences, undocumented edge cases. Write down everything. Once the transition period ends, you cannot go back and ask.
Browse active listings across content sites, SaaS businesses, eCommerce stores, newsletters, and more.