Introduction
Let me share a common scenario I recently encountered with a new client. They run a large e-commerce store but lack access to their own Google Ads, Analytics, Search Console, and Merchant Center accounts.
The problem? Their digital marketing agency holds all the keys, and they only receive basic reports without real visibility into their marketing performance.
This situation isn’t unique. Many businesses find themselves wondering how to regain control of their digital marketing accounts without disrupting their operations or burning bridges.
The risks of not having direct control can be severe: lost historical data, campaign disruptions, or even temporary loss of website access.
I felt the need to create a comprehensive guide based on my experience helping companies navigate this transition safely and professionally. This can be a delicate process and I have included advice based on real world situations that I have experienced personally.
Resources You’ll Need
Before embarking on this transition, ensure you have these essential tools ready:
- Spreadsheet for tracking accounts and access
- Documentation tool for processes and configurations
- Team members with platform-specific knowledge
- Access to billing information for all services
- Backup contact information for all vendors
- Secure password management system
Before You Begin
Proper preparation is crucial for a smooth transition. Start by gathering your team and:
- Create a complete inventory of all digital marketing activities
- Document current performance metrics as baseline
- List all known accounts and subscriptions
- Identify key stakeholders who need access
- Set a realistic timeline for the transition
Essential Steps for Taking Control
Your digital presence rests on three critical pillars: domain ownership, hosting control, and content management system access. Many businesses discover their agency controls these essential elements, making them the first priority in any transition.
Secure Your Digital Infrastructure
Domain Control
Of all the items mentioned in this article, owning your domain name is probably the most important.
- Verify who owns your domain registration
- Ensure the domain is registered under your company’s account
- Confirm your company’s credit card is set up for annual renewals
- Set up renewal notifications to go to multiple company contacts
- Document all DNS and hosting configurations
If you don’t own your domain and pay for the renewal every year using your credit card, you run the risk of losing your domain. The results of this could be catastrophic and result in losing your online business entirely.
Hosting Management
Your website files are stored on a server. This server is often called a “website hosting account” and typically has monthly or annual fees associated with it.
- Transfer hosting accounts to your company’s name
- Set up your company’s credit card for monthly hosting payments
- Maintain direct billing relationship with the hosting provider
- Keep records of all hosting credentials and control panel access
- Document current hosting configurations and settings
Content Management System (CMS) Access
Your website content management system is the interface you use to manage your website content. This could be WordPress, Shopify, Magento, or another platform. Having super admin access to your CMS is critical.
- Obtain super admin/owner level access to your website’s CMS
- Verify ability to add/remove other admin users
- Secure access to theme and plugin management
- Maintain control of development environment access
- Document any custom configurations or modifications
Pro Tip: Don’t wait for renewal time to make these changes. Take control of all three pillars – domain, hosting, and CMS – immediately to prevent any potential service interruptions.
Additional Pro Tip: Create backup copies of your website and database. This will allow you to move your site to a different hosting account if needed. Also, run a comprehensive CMS user audit to remove any unused accounts and ensure proper permission levels for all remaining users.
2. Create Central Management Accounts
I strongly recommend implementing both options Google offers for maximum control and flexibility:
Google Brand Account
- Perfect for company-wide access management
- Enables team-level permissions across services
- Simplifies user management and role assignments
- Provides clear oversight of all Google services
My Client Center (MCC) Account
- Create a dedicated email (e.g., mcc@yourcompany.com)
- Use for managing multiple Google Ads accounts and marketing applications
- Maintains separation between individual and company access
- Provides centralized billing and reporting
Implementing both creates a robust management structure: use the Brand Account for team management and the MCC account for agency-level access and specialized marketing tools.
3. Inventory Your Marketing Technology Stack
Your digital marketing ecosystem likely includes numerous platforms and tools. Here’s what you need to audit:
- Webmaster tools accounts
- Google Search Console
- Bing Webmaster Tools
- Google services
- Analytics (GA4)
- Google Ads
- Google Tag Manager
- Merchant Center
- E-commerce platforms (Shopify, Magento)
- CMS systems (WordPress)
- Email marketing tools (MailChimp, Klaviyo)
- SEO tools (SEMrush)
- CRM systems (HubSpot, Zoho)
- Social media management platforms
Pro Tip: Create a spreadsheet to track admin access verification for each platform. This becomes your transition checklist.
4. Secure Admin Access
For each platform, you need:
- Super admin or owner-level access
- Documentation of all account credentials
- Verification of access levels
- Backup contact information
5. Platform Connections and Integration
This creates a significant advantage: when one email owns admin access across platforms, you can:
- Connect Search Console to Google Ads
- Link Analytics to Merchant Center
- Integrate tracking across platforms
- Enable comprehensive data sharing
6. Custom Tracking and Tag Management
Most website have analytics tracking scripts that should be accounted for. E-commerce stores can have several analytics tracking scripts that are crucial to online advertising efforts.
Because of this, it’s important to inventory and confirm the following items that are analytics related.
- All custom tracking scripts and pixels
- Google Tag Manager container setups
- Facebook Pixel configurations
- Custom Analytics events
- Conversion tracking on third-party platforms
- Any A/B testing tools and setups
- Heat mapping or user behavior tracking tools
7. Content and Asset Ownership
If your agency handles creative design, make sure to follow up and ask about ownership and access to the following items.
- Content marketing materials
- Professional photography
- Video content
- Graphic design files
- Brand guidelines and assets
- Custom fonts and licenses
- Stock photo subscriptions and licenses
- Custom illustrations or infographics
8. Social Media Management
Don’t forget to account for any business social media profiles. Make sure you have the following.
- Admin access to all social profiles
- Ownership of social media tools and schedulers
- Access to social media analytics platforms
- Control of social advertising accounts
- Backup of scheduled content calendars
- Transfer of social media assets and creatives
Making the Transition
Follow this specific order when disconnecting from your agency:
1. Digital Infrastructure Control (Priority #1)
- Transfer domain registration to your company account
- Set up direct payment for domain renewals
- Move hosting to your company’s billing
- Verify all DNS settings are documented
- Secure super admin access to your CMS
- Verify ability to manage all CMS users and settings
- Create complete backup of website and database
2. Account Access Verification
- Set up your Brand and MCC accounts
- Use your checklist to verify admin access on all platforms
- Document all login credentials and access levels
- Test access permissions thoroughly
3. Platform Management
- Review all connected services
- Document existing configurations
- Verify integrations are working
- Back up all important data and settings
4. Agency Transition
- Communicate transition timeline with agency
- Remove agency access systematically
- Transfer remaining assets or data
- Update all payment methods to company cards
Pro Tip: Consider timing your transition during a naturally slower business period. Avoid major shopping seasons, campaign launches, or other critical business periods. This gives you buffer time to address any unexpected issues.
Managing Agency Communications
One of the most delicate aspects of this transition is handling questions from your current agency about why you’re requesting access. Here’s how to manage these conversations professionally:
Professional Rationales for Access Requests
1. Business Compliance and Documentation
- “We’re conducting an internal audit of all digital assets and vendor relationships”
- “Our compliance team requires documentation of all third-party service accounts”
- “We’re updating our data security policies and need to inventory all platform access”
2. Strategic Planning and Operations
- “We’re creating disaster recovery documentation for business continuity”
- “Our leadership team is mapping our complete marketing technology investment”
- “We’re developing internal documentation for strategic planning”
3. Team Development and Training
- “We’re building internal capabilities to better support and understand agency initiatives”
- “Our new marketing operations manager needs to document current processes”
- “We’re training our internal team to better collaborate with agency efforts”
Communication Best Practices
When discussing access with your current agency:
- Keep communications professional and focused on business needs
- Frame requests as standard operational procedures rather than exceptional needs
- Emphasize that you’re strengthening, not questioning, the partnership
- Document all communications and requests
- Maintain a collaborative tone throughout the process
Pro Tip: Choose rationales that align with your business’s actual initiatives or industry standards. This keeps the conversation authentic and professional.
Maintaining Professional Relationships
Remember that the digital marketing community is relatively small, and maintaining professional relationships is crucial. Here’s how to handle the transition diplomatically:
Setting the Right Tone
- Acknowledge the agency’s past contributions
- Keep communications factual and unemotional
- Focus on business requirements rather than performance issues
- Maintain regular communication during the transition
- Be clear and direct while remaining courteous
Professional Courtesy
- Give appropriate notice for any major changes
- Provide clear timelines and expectations
- Respond promptly to agency questions or concerns
- Offer to schedule transition meetings if needed
- Keep detailed notes of all interactions
Managing the Transition Period
- Continue regular check-ins during the transition
- Pay invoices promptly
- Complete any agreed-upon projects
- Provide constructive feedback when requested
- Maintain confidentiality about future plans
Building Future Relationships
- Leave the door open for future collaboration
- Offer to provide references if deserved
- Complete any exit interviews or feedback sessions
- Thank the team for their contributions
- Handle any final administrative tasks professionally
Pro Tip: Even if you’re dissatisfied with some aspects of the agency’s performance, maintaining professionalism during the transition can prevent complications and protect your company’s reputation in the industry.
Common Pitfalls to Avoid
- Rushing the transition without proper documentation
- Forgetting to transfer lesser-used but important tools
- Not maintaining historical data access
- Failing to document current configurations before making changes
- Removing agency access before verifying all new access works
- Not having backup points of contact for each platform
In Conclusion
The path forward requires careful planning, but gaining control of your digital marketing infrastructure creates long-term benefits for your business. This foundation supports both in-house teams and future agency relationships by maintaining clear ownership of your digital assets.
Next Steps
- Start your asset inventory today
- Create your master transition checklist
- Schedule a team meeting to assign responsibilities
- Begin documenting current configurations
- Plan your transition timeline
Remember: This isn’t just about disconnecting from an agency – it’s about establishing proper digital marketing governance for your business’s future. The time invested in a proper transition will pay dividends in marketing effectiveness and business security for years to come.