Verify at the source, not from screenshots. Work through this list before you fund escrow.
Financials
- Monthly P&L for 12 to 24 months, reconciled to bank or processor statements
- Revenue by source and by customer (concentration)
- Every expense, including contractors, tools and ad spend
- Add-backs justified with documents
- Refunds, chargebacks and seasonality
Traffic and SEO
- Read-only Google Analytics and Search Console access
- Traffic by channel and by page (top-page concentration)
- Algorithm update history and recoveries
- Backlink profile and any manual actions
- Wayback history of the domain
Operations
- Owner hours by task
- Contractors and whether they stay
- SOPs and tools
- Supplier terms (ecommerce)
- Code quality and hosting (SaaS)
Legal and ownership
- Ownership of the domain, content, trademarks and accounts
- Assignable contracts and affiliate agreements
- No pending disputes or policy violations
Transfer plan
- A written list of every asset and account
- Who does what, by when
- Escrow inspection period and acceptance criteria
Every listing on yourdomain shows which figures are verified and which are seller-reported.