Platform Accounts, Software Tools and Client Data When Buying a Marketing Agency
Much of an agency’s daily work happens inside accounts it does not fully own: client advertising accounts, analytics properties, websites and hosting, social profiles and the software tools used for reporting, project management and design. The agency may also hold partner or certification status with advertising platforms and handle client and customer data. Agency accounts and client data raise transfer, ownership and privacy questions that buyers should address before closing, because none of these items should be assumed to move to a new owner automatically.
This article is general information for buyers of existing, operating digital marketing agencies. Platform terms, software license terms and data privacy laws vary and change; buyers should review them with qualified attorneys. Nothing here is legal advice.
Who Owns the Accounts
Agencies frequently manage advertising, analytics and website accounts that belong to clients, with the agency granted access. In other cases, the agency created accounts under its own name and runs client activity through them. Buyers should map each account the agency touches, identify the owner of record and understand whether client agreements address ownership of accounts, data and work product. Accounts tied to an individual employee’s personal login can create risk if that person leaves.
Partner and Certification Status
Some agencies hold partner designations or certifications from advertising platforms or software providers. These may depend on individual employees’ credentials, spend levels or program rules set by the provider, and they may change or end with an ownership change. Buyers should not assume such status transfers and should understand which individuals hold the underlying certifications. See our article on marketing agency key employees.
Software Tools and Licenses
- A list of software tools, subscription terms and costs
- Whether licenses are in the business’s name or an individual’s
- Whether license terms permit transfer to a buyer
- Any proprietary tools, templates or code the agency developed, and who owns them
Domains, Websites and Hosting
Agencies that build and host websites may control domains and hosting accounts for clients. Buyers should confirm who is the registrant, who pays and what client agreements say about handing over sites and domains. The agency’s own domain, website and brand assets should also be identified as assets in the transaction.
Client Data and Privacy
Agencies may hold client customer lists, website visitor data, email lists and campaign data. Privacy laws, client agreements and platform policies may restrict how that data is used, stored and shared, including in a sale. Buyers should review the agency’s privacy practices, data processing terms in client contracts, security measures and any past incidents with counsel. Outside contractors with data access add another layer; see our article on marketing agency contractors.
Transition Planning for Access
- Inventory every account, credential and access level before closing
- Move access from individual logins to business-controlled accounts where permitted
- Plan client communications for any access changes that require client action
- Document how access is removed when employees or contractors leave
Our digital marketing agency due diligence checklist includes these items, and our guide on how to buy a digital marketing agency places them in the overall process.
For Sellers
Owners preparing for a sale can help buyers by documenting accounts and access, moving credentials to business-controlled logins and organizing client agreements that address data and ownership. Our guide on how to sell a digital marketing agency covers other preparation steps.
US Professional Funding helps buyers finance the acquisition of existing, operating digital marketing agencies. Learn more about our digital marketing agency acquisition financing.
