The Complete Client Onboarding Checklist for Agencies (2026)

A new client signs. You're ready to launch campaigns.

Instead, you spend three days chasing:

• "Can you grant me Google Ads access?"
• "Which email should I use?"
• "I don't see your request."
• "It says you already have access?"

Agencies lose 8-12 hours per month to access chaos—lost billable time, delayed launches, and unprofessional email threads.

This checklist transforms 3-day onboarding into 5-minute setup.

Phase 1: Before You Send the Access Request (Day 0)

Gather Essential Client Information

Collect this before sending access requests:

Business Basics

• Legal business name
• Primary contact (name, email, phone)
• Billing contact (if different)
• Timezone
• Platforms in use (Meta, Google, GA4, TikTok, LinkedIn, Pinterest)
• Monthly ad spend budget
• Goals for first 30 days (leads, awareness, conversions)

Prepare Your Agency Side

Set up internally before reaching out:

• Create client folder in project management system
• Set up client email alias (e.g., clientname@agency.com)
• Prepare branded access request template
• Confirm your agency Meta Business ID
• Create Slack channel or project workspace

Phase 2: Platform Access Collection (Days 1-2)

Meta Ads (Facebook & Instagram)

• Send Business Manager access request with Business ID
• Specify permission level (Admin vs Advertiser)
• Request access to: Ad Accounts, Pages, Instagram Accounts, Catalogs
• Client confirms request received
• Agency accepts invitation in Business Suite
• Verify: Can you see campaigns? Can you edit?
• Screenshot account overview for records

Permission Levels:

• Admin: Full control including billing (only if you manage payment methods)
• Ad Account Advertiser: Create and edit campaigns (recommended)
• Analyst: View-only access
• Campaign Analyst: View specific campaigns only

Google Ads & GA4

Google Ads:

• Send invitation (client adds email in Tools & Settings)
• Specify access: Admin, Standard, or Read-only
• Confirm account or MCC level
• Client sends invitation
• Accept via email link or in Google Ads
• Verify: Can you see conversions? Link accounts?

Google Analytics 4:

• Send GA4 property invitation (separate from Google Ads)
• Client adds email in Admin → User Management
• Accept via email or in GA4
• Verify property access

LinkedIn Ads

• Send Campaign Manager account ID
• Client navigates to Account Settings → Account Users
• Client selects role: VIEW, MODIFY, or MANAGER_AD_ACCOUNTS
• Client sends invitation
• Accept via email link

TikTok Ads

• Confirm client has TikTok Business Center account
• Send your agency Business Center ID
• Client adds you in Business Settings → Member Management
• Select permission: Admin, Finance, or Viewer
• QR code authorization for Spark Ads (if applicable)

Pinterest & Snapchat

Pinterest:

• Send Ads account ID
• Client adds in Account Settings → Account Users
• Accept invitation

Snapchat:

• Send Business Manager ID
• Client adds in Members
• Accept invitation

Phase 3: Client Intake & Information Gathering (Day 1-3)

Access without context is useless. Gather what you need to run effective campaigns.

Essential Business Information

• Website URL
• Industry/niche
• Target demographics (age, location, interests)
• Unique selling proposition
• Key competitors
• Brand guidelines or style guide
• Logo files (PNG, SVG, transparent backgrounds)
• Creative assets: images, videos, ad copy examples

Access to Existing Accounts

• Previous agency account IDs (for migration)
• Ad account history (spend, performance data)
• Conversion tracking setup (GA4, Pixel, floodlight tags)
• Landing page URLs
• CMS/platform login (Shopify, WordPress, WooCommerce)
• Domain registrar access (if needed)
• CRM access (HubSpot, Salesforce)

Goals & KPIs

• Primary objective: awareness, lead gen, sales, app installs
• Target CPA/CPL goals
• Monthly budget range
• Geographic targets
• Seasonality or promotional calendar
• Success metrics (what does "good" look like?)

Phase 4: First Week Kickoff (Days 4-7)

Schedule Onboarding Call

• Send calendar invite (30-60 min)
• Include agenda: access verification, goals review, Q&A
• Attendees: Agency lead, account manager, client stakeholders
• Prepare campaign strategy framework
• Prepare onboarding packet (welcome email, expectations doc)

Verify All Access

• Log into Meta Business Suite - confirm access
• Log into Google Ads - confirm access
• Log into GA4 - confirm property access
• Log into LinkedIn Ads - confirm access
• Log into TikTok Ads - confirm access
• Log into other platforms as needed
• Document access levels in client folder

Set Up Reporting & Dashboards

• Create GA4 Looker Studio report
• Set up automated reporting emails
• Configure Slack or email alerts
• Document report delivery schedule

What Causes Onboarding Delays (And How to Avoid Them)

1. Business Manager vs. Personal Profile

Clients try granting access from their personal Facebook profile instead of Meta Business Suite.

Fix: Send annotated screenshots showing exactly where to click in Business Manager.

2. Wrong Permission Levels

Client grants "Analyst" when you need "Advertiser" to create campaigns.

Fix: Specify exact permission levels in your access request template. Include descriptions.

3. Multiple Business Managers

Client has ad accounts spread across several Business Managers and doesn't know which to use.

Fix: Ask upfront: "Do you have existing Business Managers for each platform?" Request consolidation or access from each.

4. Previous Agency Still Has Access

You can't get access because the old agency's connection is still active.

Fix: Add checklist item: "Remove previous agency partners before adding us." Include platform-specific instructions.

5. Personal Email Instead of Business Email

Access granted to personal Gmail instead of business email, causing confusion.

Fix: Specify in template: "Please use your business email address for all platform access."

How to Scale Your Onboarding Process

3-10 clients/month

• Email templates
• This checklist
• Manual follow-up

10-50 clients/month

• Platform that automates access requests (e.g., AuthHub)
• Intake form templates
• Automated reminders
• Centralized dashboard

50+ clients/month

• API integrations
• Client self-service portal
• Dedicated onboarding specialist

Free Downloadable Checklist

Download the printable PDF version. Customize, print, and use it for every new client.

📄 Download Client Onboarding Checklist (Print to PDF)

Open in browser → Print → Save as PDF. Post it next to your account manager's desk.

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Need platform-specific guides? Check out our Meta Ads access guide, Google Ads access guide, or GA4 access guide.