Switch agencies without losing data

When an agency leaves, its knowledge often leaves with it: which links are live, how they are named, which tags sit on the website and why. Switching agencies without losing data is possible if you are prepared. This guide shows what to secure before the working relationship ends.

What can get lost in a switch

• The link list: which links are running in ads, newsletters and printed material? Often it exists only in the agency's spreadsheets.
• The naming: by which rules were source, medium and campaign assigned? If the spelling changes, time series break.
• The tracking: which goals, events and tags did the agency set up, and where are they documented?
• The access: who owns the accounts at ad platforms and analytics tools? If they belong to the agency, you have a problem.
• The history: who changed what, when and why?

The switch in six steps

1. Request an inventory: ask the old agency in writing for all links with campaign, landing page, period and where they are used, ideally as a spreadsheet.
2. Adopt running links, do not change them: whatever is already printed or sent must keep working exactly as it is. Add these links to your list unchanged.
3. Secure the convention: write down the naming rules, including the ones that grew over time. The new agency works to them, see One naming convention for all.
4. Document the tracking: record which goals, events and tags exist, what they are for and who runs them.
5. Take back the access: accounts and permissions belong to your company. Make the agency a guest with rights, not the owner. Remove the old agency's access once the handover is complete.
6. Check the handover: spot check that running links still work and measurement continues. Agree with the new agency who takes over what.

An example

Lindenholz Küchen switches from an old agency to Nordlicht Media. The inventory holds 140 links, 30 of them on printed posters. These links stay in operation unchanged, even where their naming does not match the new convention. New links follow the new rules. For reports, the team notes the date up to which the old spelling applies.

Feinwerk Campaigns

In Feinwerk Campaigns, links, convention and tracking documentation belong to the company, even when an agency pays for them or created them. You invite an agency into the workspace and remove its access without losing anything. You adopt running links unchanged, see Adopt existing links and Invite team and agencies. To get started, use the pilot page.