E-commerce diligence

intermediary profile

February 17, 2026

by an intermediary from Vanderbilt University in Dallas, TX, USA

A buyside client of mine is looking for help analyzing a target company's google spend. Biz spends $600k/yr on ads but has no idea if it's generating any ROI or if the budget could be slashed post-close. Has anyone dealt with a similar instance? Know any consultants or agencies that can help? Thank you!
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Reply by a searcher
from Columbia University in Miramar, FL, USA
I'm CFO/COO for 8 figure DTC brand. They're using any multi touch attribution software (Triple Whale, Northbeam, Hyros)? How are they tracking conversions? What's channel mix? Analyzing Google spend is dangerous as it gets a lot of benefit from other top of funnel marketing (Meta, TikTok) when people go to research. You'll want to know if Google is driving demand or is that being subsidized elsewhere. Im assuming you mean Google and not YouTube which is it's own beast to analyze. You'll also wanna know about new vs returning customer metrics based on type of business.
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Reply by a professional-advisory
from Staffordshire University in London, UK
Hi Brad, I have a close contact of mine who's a paid search specialist. I've worked with him before on something similar. He can examine the tracking, attribution, ROI calculations etc. If you're still looking for some help just drop me a DM and I can intro.
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