Google Analytics can confirm a seller's traffic claims or expose them as fiction, which is why read-only access to the real account should be a non-negotiable step in due diligence.

Start with acquisition reports to see where visitors come from, since a business dependent on a single channel or a single referring site is far riskier than one with diversified traffic.

Then check audience quality through bounce rate, session duration, geography, and device mix, because bot traffic and mismatched audiences leave clear fingerprints in these reports.

Finally, follow the conversion path and check for data gaps, sudden traffic cliffs, and tracking changes, since each of these can hide a story the seller would rather not tell.

This additional check rounds out the picture and helps you act with confidence rather than guesswork.