Most business sellers underestimate how many digital assets their business has accumulated. By the time you've operated for 3-5 years, you have accounts, profiles, and subscriptions spread across dozens of platforms — many of which you've probably forgotten about.
This checklist covers every category of digital asset that needs to be transferred when a business changes hands. Use it to audit what you have and ensure nothing gets left behind in the sale.
Important: This checklist is a starting point for your own audit. We recommend engaging a professional digital handover service to conduct a comprehensive audit before you list your business for sale — you may discover assets you weren't aware of.
1. Domain Names & Web Properties
Start here — the domain is the foundation. Everything else connects to it.
- Primary domain name (registrar account transfer)
- Additional domains (redirect domains, old brand names, country-code variations)
- DNS records (A, CNAME, MX, TXT, SPF, DKIM records)
- Domain privacy settings
- Domain auto-renew status and expiry dates
- SSL/TLS certificates and renewal account
- CDN configuration (Cloudflare, Fastly, etc.)
What can go wrong: Domain transferred before new DNS is set up, causing website and email outage. Expired SSL certificate after transfer causing security warnings. Domain still registered under seller's personal email with auto-renew to old payment method.
2. Website & Hosting
- Hosting account credentials (cPanel, Plesk, or managed hosting dashboard)
- FTP / SFTP access
- Database credentials (MySQL, PostgreSQL)
- WordPress / CMS admin account (change email and password for new owner)
- Website backup files and access to backup system
- Theme files and any custom code
- Page builder licences (Elementor Pro, Divi, Beaver Builder)
- Plugin licences (especially SEO plugins, security plugins)
What can go wrong: Hosting account still billed to seller's card. WordPress admin still linked to old email. Plugin licences tied to seller's personal account, deactivating after transfer.
3. Google Properties
Google properties are complex because they're linked via a Google account — and primary ownership transfer requires specific steps through each platform.
- Google Business Profile (primary ownership transfer)
- Google Analytics (GA4) — property admin transfer
- Google Search Console — property ownership transfer
- Google Tag Manager — account and container access
- Google Ads — account admin access transfer
- Google Merchant Center (for eCommerce)
- Google My Business photos and posts access
- Google Drive files relevant to the business (if stored there)
- YouTube channel (Brand Account transfer)
What can go wrong: Google Analytics property connected to a personal Google account rather than a service account, making transfer complicated. Google Business Profile suspended during transfer due to incorrect process. Ad account historical data lost by creating a new account instead of transferring the existing one.
4. Meta (Facebook & Instagram)
- Meta Business Manager — primary ownership transfer
- Facebook Page — primary admin role (not just editor)
- Instagram Business Account — linked to Business Manager
- Meta Ads Manager — ad account ownership
- Meta Pixel — ownership within Business Manager
- Custom Audiences and Lookalike Audiences
- Facebook Commerce Manager (for shops)
- WhatsApp Business account
What can go wrong: Buyer added as an ad account admin but Meta Business Manager primary ownership not transferred — seller retains ultimate control. Facebook Page personal profile dependency misunderstood. Pixel and audience data not transferred because it was in a different Business Manager.
5. Other Social Media Platforms
- TikTok Business Account (credential handover + 2FA reconfiguration)
- LinkedIn Company Page (super admin transfer)
- Twitter / X Business Account
- Pinterest Business Account
- Snapchat Business Account
- YouTube channel (if separate from Google Business above)
6. Advertising & Analytics
- Google Ads — billing transfer and admin access
- Meta Ads — billing and account ownership
- Microsoft / Bing Ads
- TikTok Ads Manager
- LinkedIn Campaign Manager
- Programmatic ad platforms
- Any analytics tools (Hotjar, Clarity, Mixpanel)
7. Email Marketing
- Klaviyo account ownership transfer
- Mailchimp account owner transfer
- ActiveCampaign / Drip / ConvertKit account transfer
- All subscriber lists (including consent data)
- Automation flows and sequences
- Email templates
- Sending domain authentication (SPF, DKIM)
- SMS marketing accounts (if applicable)
8. eCommerce Platforms
- Shopify store owner account
- WooCommerce / WordPress admin
- Payment gateway accounts (Stripe, PayPal, Square, Afterpay)
- Shipping platform accounts (ShipStation, Shippit, etc.)
- Inventory management system
- Product feed management
- Loyalty/rewards program platform
- Review platform accounts (Yotpo, Okendo, Judge.me)
9. Business Email
- Business email hosting account (Google Workspace, Microsoft 365)
- All @domain.com email accounts
- Email aliases and forwarders
- Email signatures and templates
- Contact lists and CRM exports
- Email archive access (if required)
10. Booking & Reservation Systems
- Online booking platform (Calendly, Acuity, Mindbody, Timely, etc.)
- Reservation systems (OpenTable, Resy, SevenRooms)
- Appointment scheduling tools
- Customer booking history and data
11. CRM & Customer Data
- CRM system (HubSpot, Salesforce, Zoho, Pipedrive)
- Customer database export
- Sales pipeline and history
- Customer communication history
12. Review & Reputation Platforms
- Google Business Profile (covered above)
- Yelp business account
- TripAdvisor listing
- Trustpilot account
- Industry-specific review platforms
- Review management platform accounts
13. Miscellaneous SaaS & Tools
- Accounting software (Xero, MYOB, QuickBooks)
- Project management tools
- Communication tools (Slack workspace, Microsoft Teams)
- Live chat tool (Intercom, Drift, Tidio)
- Helpdesk (Zendesk, Freshdesk)
- Any industry-specific software
Before You Finalise the Sale
The best time to complete this audit is before you list the business — not after you have a buyer. Discovering gaps during due diligence is stressful and can affect your negotiating position. Discovering them after exchange is even worse.
Professional help: If this list feels overwhelming, or if you're not sure how to transfer particular assets, Handover Digital manages the entire process for you. Book a free assessment and we'll produce the audit and transfer plan on your behalf.
See also: 7 Costly Mistakes When Transferring a Business Online and How to Transfer Google Business Profile When Selling a Business.