Google Ads handover checklist: verify conversion tracking before changing spend

Before changing spend after a Google Ads agency handover, prove that one representative enquiry reaches both the business and the expected conversion action.

Map access and ownership

Record who can administer Google Ads, Tag Manager and Analytics, and who receives enquiries. For each primary conversion action, document its source and any manager-account dependency. Review billing separately.

Trace one test enquiry

1. Submit a clearly labeled test enquiry from the landing page.
2. Check that the receiving inbox or CRM has it and that the browser or server sends the expected event.
3. Check the event against the intended conversion action. A debug event and an attributed Google Ads conversion are different observations. Record any reporting delay.
4. Repeat the confirmation step to check for duplicate events. Save the result and assign an owner to any gaps.

Before unlinking the old manager account, agree which dependencies must move, who can restore access, and which checks must pass afterward.

The StackEndBox Google Ads agency handover checklist covers access, billing, conversion ownership and handover evidence.