Buying sites on Flippa: what key metrics should I know?


When buying websites on Flippa, what is the key information I should do due diligence on?

Also, isn't it possible to fake Google Analytics traffic fairly easily? Not just by modifying a screenshot, I mean making Google Analytics actually show traffic that has been generated by automated bots. How would one verify traffic to ensure you don't buy a lemon?

Acquisition Purchasing Due Diligence Flippa

asked Apr 13 '14 at 13:11
Kelly Harden
11 points

3 Answers


I can't answer your question directly but Andrew Youderian's blog, eCommerce Fuel, has some first hand accounts of buying/selling sites on Flippa. You can also read up on Forever Jobless for additional insight into the process of investing in websites.

answered Apr 13 '14 at 22:57
Lindsey Wilson
565 points


I would say the approach would be slightly different depending on the size of the site you're looking to buy.

When purchasing a larger site, the key metrics to look at:

  • Revenue and profit
  • Turnover
  • Traffic sustainability

Ask for shared access to Google Analytics. You can usually spot bot traffic by looking at a combination of granular metrics like time on site, referrer, location, browser agent.

answered Apr 14 '14 at 15:18
Nishank Khanna
4,265 points


There's a pretty in depth valuation piece on FE International that will talk you through what to look for and what effects a website's value.

There is also a free 83 page guide on buying an internet business. This is rather comprehensive and shouldn't leave any ambiguity as to what you are looking for.

answered Jun 22 '15 at 11:20
Amar Hussain
1 point

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Acquisition Purchasing Due Diligence Flippa