Bought a DTC brand last year. Here is what I wish I had checked on the digital side before close.

Wanted to share something for anyone searching in the ecom or DTC space since I do not see this talked about enough. When I was evaluating my deal I spent a lot of time on financials and almost nothing on the digital marketing side. Traffic looked healthy in the broker's numbers. Paid ads were running. Reviews were good. I assumed that meant things were fine. Post close I found out that roughly 70% of organic traffic was concentrated in two keywords, the Meta ad account had a prior policy flag that nobody disclosed, and the email list had not been scrubbed in two years. None of it was in the SIM. None of it came up in the QoE. I had to deal with all of it in the first 90 days. For anyone currently searching, curious how you are actually handling the digital marketing side of DD before you sign. Specifically: Are you verifying traffic concentration and source quality before LOI or after? Are you getting direct access to ad accounts or tools (besides the classic Semrush)? Curious people's perspective here.