<b>SOP #41 — The Analytics Cross-Check</b>

<b>SOP #41 — The Analytics Cross-Check</b>

Sellers screenshot the best month. You verify with three independent sources that must agree.

1. Request read-only Google Analytics access — never a PDF or screenshot. Fail if denied.
2. Pull last 24 months, not 12. Confirm the trend line, not a cherry-picked peak.
3. Cross-reference GA sessions against Google Search Console clicks for the same period. A gap over 15% is a flag.
4. Match GSC clicks to ad-network impressions (AdSense, Mediavine). Sessions should track revenue within reason.
5. Check the GA property creation date. A property younger than the claimed site age means data is incomplete.
6. Filter out internal/dev IP traffic and confirm the seller already did.

If the three sources don't reconcile, the revenue claim is unproven. Walk or re-price.

Save this — run it every deal.