The Complete New Client Onboarding Checklist for Digital Agencies

Why a Checklist Changes Everything

The single biggest cause of delayed project starts is missing access or information. When you know exactly what you need before you ask for it, you can collect everything in one go instead of drip-feeding requests over two weeks.

This checklist covers every category a digital agency typically needs. Pick the sections relevant to your services.

Platform Access

Analytics and Tracking

• Google Analytics 4 property (Editor or Viewer access depending on your scope)
• Google Search Console (Full access)
• Google Tag Manager (Publish access if you manage tags)
• Any existing tracking pixels or event configurations

For a step-by-step guide to requesting the right level, read how to get Google Analytics access from clients.

Paid Advertising

• Google Ads (Admin or Standard access via MCC link)
• Meta Business Manager (Admin access to Ad Account)
• LinkedIn Campaign Manager
• Any existing campaign data or conversion tracking

Getting Meta access right is its own challenge. See how to get Facebook Ads access from clients.

Social Media

• Facebook Page admin access
• Instagram account (through Meta Business Manager where possible)
• LinkedIn Company Page admin
• Twitter/X account

Website and Technical

• CMS login or admin access (WordPress, Webflow, Shopify, etc.)
• Hosting control panel access
• Domain registrar access (if you manage DNS)
• Google Business Profile

Brand Assets

• Logo files in SVG and PNG (on transparent background)
• Brand colour codes (HEX, RGB, CMYK)
• Typography — primary and secondary fonts with licence files if applicable
• Brand guidelines document
• Photography or image library access

Legal and Commercial

• Signed service agreement or contract
• Data Processing Agreement (required under UK GDPR if you handle personal data)
• Invoice and billing contact details
• Purchase order number if required

Communication and Access

• Primary point of contact name and direct contact details
• Preferred communication channel (email, Slack, Teams)
• Internal stakeholder map (who approves what)
• Meeting cadence agreement

How to Collect It All

Sending this checklist as a long email guarantees you will get back 70% of it on a good day. A dedicated client portal that guides clients through each item gets you to 100% faster and without the follow-up.

The hidden cost of manual client onboarding adds up quickly when completion is left to chance. Build the process so the client cannot miss a step.

Once access is in place, the next task is making sure your email communication sets the right tone from day one.