How do I check where an online store’s website traffic really comes from?

Screenshots can be edited, so ask the seller to sit with you while you or your adviser view the reports live. Split traffic by source: search, social, paid ads, email, links from other sites and direct visits. Note which source supplies most visitors and which supplies most orders. They are often different.

Look for odd patterns. A sudden jump in visits with no change in orders may mean automated traffic or a one-time promotion. Ask the seller to explain each spike and match it to something real, like a campaign or a mention elsewhere. Ask how much visitors came from paid sources, and what happens to traffic when the spending stops.

Then tie traffic to the books. The orders reported by the sales platform should line up with payments received and with the financial statements. If search is the main source, ask how rankings have moved and whether any recent change harmed them. Ask what customer data the store collects and how it is handled, and ask your lawyer about privacy obligations before the data moves to you. Ask also whether the store has ever bought traffic, received free product promotions or used discount links from partners. Each of these can lift the reports in ways a new owner may not be able to repeat.

Key takeaways

• Review live reports with the seller rather than relying on screenshots.
• Compare each traffic source with the orders it produces.
• Ask for an explanation of every spike or drop.
• Match reported orders to payments and financial statements.