What I learned talking to a dozen ecom acquirers about digital marketing DD

A few things came up consistently enough to share. Organic search is the most common blind spot. Buyers drill into Meta and Google ad accounts, but almost nobody checks the concentration of organic traffic pre-LOI. Yet two keywords driving 70% of your organic traffic is one algorithm update away from a very bad quarter. ROAS can hide a dying business. An operator described a friend who bought an ecom brand with great paid numbers. Post-close, the reorder rate was terrible. Outside metrics looked healthy. Business was quietly failing. Most sub-$10M buyers are either doing this themselves or skipping it entirely. The few who hire it out are paying $5K to $15K. That math does not work on smaller deals. Which of these have you run into post-close? And for those earlier in a search, which would you most want to understand before signing?