Too many businesses find out too late that they don’t own their website, their Google profile, or even their analytics data, and by then, it’s a mess to untangle. But here’s something too many business owners overlook: you need to own your digital properties not just have access to them.
This includes things like:
✅Your main website domain (URL)
✅Google Analytics 4 (GA4)
✅Google Search Console
✅Google Business Profile
✅Facebook and Instagram Pages
While it might seem easier to let your agency set all of this up for you, giving away control can cost you big time down the road. Here's why keeping ownership in your hands is essential:
1. You Stay in Control
When an agency sets up your digital assets under their accounts, you risk losing access if the relationship ends or something goes wrong.
I will never forget a time when a large medical marketing company sold off its clients’ domain names, leaving those businesses scrambling to regain control.
Owning your URL, analytics, and profiles ensures you’re never locked out of what’s rightfully yours.
Plus
2. You Get Direct Access to Data
Tools like GA4 and Search Console provide a goldmine of data, but only if you manage them effectively. You can track traffic, see what’s working, and make informed decisions faster.
GA4 data is incredibly valuable because it provides visibility into which pages are receiving the most traffic, how performance is trending month-over-month, quarter-over-quarter, and year-over-year. When set up correctly, it also allows you to compare how your website converts under a new agency versus the old one, a crucial insight that's often lost when GA4 isn’t transferred or is reset during a transition.
When you rely on an agency to provide reports or access, there can be delays, or worse, gaps in your data.
3. Your Brand Stays Consistent
When you own and manage your profiles (like Google Business and Facebook), it’s easier to keep branding and messaging consistent across platforms.
This builds trust with your audience and ensures your digital presence accurately reflects your business, especially when things like hours, services, or contact information change.
And here’s something many business owners don’t realize until it’s too late — if your Facebook Page is created under someone else’s personal account, regaining access can be extremely difficult. You may end up dealing with support tickets, identity verification, or even losing the page entirely. Owning these profiles under a business account from the start helps prevent that nightmare.
4. You Protect Your Business
Ownership gives you greater control over your privacy and security. Handing over admin-level access to a third party carries risks, especially if employees or vendors are replaced.
Keeping your credentials safe and secure (like in a shared Google Drive or Dropbox folder) ensures you can pivot easily if you ever switch vendors.
Final Thoughts
After two decades in digital marketing, I can confidently say that a lack of ownership is one of the biggest barriers to launching successful campaigns.
Yes, agencies can offer support, but it's essential to maintain access and control over your assets. It’s your business, your data, and your reputation on the line.
Take ownership, leverage your data, and establish a digital foundation that positions your business for long-term success.
Are you unsure who owns your digital assets? We offer a quick Digital Property Audit to help you find out, no strings attached.
Book time on our calendar to talk shop 👉https://mylocaliq.com/meetings/brian-richards1