Google, Meta, LinkedIn
Paid media agencies
Smart Bidding optimizes on the conversions it receives. We fix what it never gets to see.
- Enhanced Conversions
- Conversion APIs
- Offline and CRM imports
Works in
Agency partner program
White-label GA4 and GTM tracking for agencies
Waftr runs the white-label GA4, Google Tag Manager and consent tracking work, and your agency delivers it under its own name with the client relationship intact. Partner terms are agreed once per agency; each client engagement gets its own written quote.
Partner with WaftrTerms agreed per agency
Next, a short form about your agency and the client you would start with.
Your brand on every report. Findings sheets, walkthrough decks and monthly health reports carry your agency name.
Who the partner program is built for
Agencies whose results are judged on conversion numbers they do not control. Tracking work is specialist and stop-start, which makes it hard to staff in-house: partnering puts certified analysts on a client when one needs them.
Shopify and web
Web and Shopify agencies
Site launches break tracking. GA4, GTM, consent and conversion APIs go in before go-live and get checked after each release.
- Pre-launch tracking QA
- Consent Mode v2
- Release monitoring
Works in
SEO and content
SEO and content agencies
Search Console, the GA4 AI assistant channel and organic conversions wired up before the client asks where the clicks went.
- AI traffic in GA4
- Organic conversions
- Reporting you can defend
Works in
How a white-label engagement runs, step by step
Your agency stays client-facing from the first scan to the monthly retainer. Waftr works behind you in the client's accounts and sets consent up before rebuilding Tag Manager, since retrofitting consent onto live tags is the failure we see most.
1
ScanFree
2
Audit7 business days
3
Build3 to 8 weeks
4
CareMonthly
Client-facingYour agency
Run the scan on a prospect and put the findings in your pitch
Present the findings to the client in your branding
Stay the single contact while the fixes ship
Bill a monthly retainer under your name
Behind youWaftr
Public checks on one URL, report by email
Read-only audit, 60+ checks, each finding ranked by revenue impact
Consent first, then Tag Manager and GA4; we write the data layer spec and verify it in GTM Preview
Monitoring, break alerts, CMP and tag updates, a monthly data health report
You get
Pitch-ready findings
A white-label findings sheet and deck
Tracking fixed in the client's accounts
A recurring line on your invoice
Ask the client for the right tracking access, the first time
Half the delay on a white-label job is access: the wrong GA4 role, a Tag Manager invite at account level only, no one with Owner on the Google Cloud project. Pick the job and what is in scope; the table lists the role to request in each platform, and the message underneath is ready to send.
The job
Also in scope
| Platform | Role to request | What it is for |
|---|---|---|
| GA4 property | Editor | Creates key events and custom dimensions, and links Google Ads and BigQuery. |
| Google Tag Manager, web and server containers | Edit | Builds in a workspace; whoever approves releases keeps or grants Publish. |
| Consent platform (Cookiebot, OneTrust, CookieYes or Usercentrics) | Editor or admin | Sets categories, regions and the Google Consent Mode v2 integration. |
| Google Ads | Standard | Creates or edits conversion actions and turns on enhanced conversions. |
| Google Cloud project or Stape account | Editor | Deploys the server container on Cloud Run; Cloud Run Admin plus Service Account User is the narrower option. On Stape, a seat on the client account. |
| CDN or DNS zone, for example Cloudflare | Admin on the zone | Routes Google tags through the site domain for Google Tag Gateway. |
Role names as each platform's user settings show them. Server-side hosting can sit on Google Cloud Run or Stape; request access to whichever the client uses.
Message to send the client6 roles
To start the Tracking Build on your site, please add the address we send you with these roles:
- GA4 property: Editor
- Google Tag Manager, web and server containers: Edit
- Consent platform (Cookiebot, OneTrust, CookieYes or Usercentrics): Editor or admin
- Google Ads: Standard
- Google Cloud project or Stape account: Editor
- CDN or DNS zone, for example Cloudflare: Admin on the zone
Reply here once the invites are sent and we will confirm each one before work begins.
What is white-label tracking, from the client's side?
Waftr does the GA4, Google Tag Manager and consent work and your agency presents it. The client meets your logo on each deliverable, while the changes themselves land in the client's GA4, GTM and consent platform.
Your logoMonthly health report
Your logoWalkthrough deck
Your logo
Tracking Audit: Client Co.Prepared by Your Agency
Illustrative- Consent Mode v2 defaults missingHighFix now
- Duplicate purchase eventsHighFix next
- Enhanced Conversions not sentMediumFix next
- Cross-domain sessions splitMediumPlanned
Ranked by revenue impactNo Waftr branding
- Your brandingon the findings sheet, the walkthrough deck and each monthly health report
- Your relationshipyou talk to the client, and Waftr joins a call only when you ask
- Your priceyou quote and invoice the client; Waftr quotes your agency per engagement
- Their accountsevery change lands in the client's GA4, GTM and consent platform, never in a Waftr account
Partner terms for each offer you resell
There is no public partner rate card. The working rules are agreed with each agency in writing, and every client engagement is quoted on its own scope.
The working rules
- Which offers you resell: Tracking Audit, Build, Care and the analytics modules
- How deliverables carry your brand: logo, templates and the name on each report
- Who joins client calls, and when Waftr stays off them
- How client access is requested, using the roles in the builder above
- How Waftr invoices your agency
Each engagement, on its own scope
Your agency gets a fixed quote for each Audit, Build or Care engagement, agreed in writing before work starts. You set what the client pays. There is no hourly rate, and an Audit fee is credited against a Build started within 30 days.
What moves the quote
- Number of sites
- GA4 properties and GTM containers
- Consent regions
- Server-side tagging or Google Tag Gateway
- BigQuery export
- CRM or offline conversion import
Timelines you can promise
- Tracking Audit7 business days
- Core Build3 to 4 weeks
- Advanced Build5 to 8 weeks
- Enterprise BuildScoped per project
- Tracking CareMonthly, 3-month minimum
Results you could put in a pitch
Your clients will recognize the symptoms: leads piling up in Direct, Safari shortening cookie life, GA4 drifting away from the CRM. Each number keeps the scope and window it was measured over.
Enterprise SaaS, server-side
53% → 38%of leads counted as direct, comparing 2 months before with 2 months after
Lead sources recovered with server-side tagging and Google Tag Gateway
Pitch it to An agency client whose paid search looks weak in the CRM
Read the case US retail, Safari ITP-20%cost per lead after the server-side tracking setup
Safari attribution fixed with server-side tracking and Consent Mode v2
Pitch it to A retail client losing returning Safari buyers to Direct
Read the case SaaS company, GA4 audit+20%Google Ads remarketing conversions on audiences rebuilt from clean data
GA4 and the CRM brought back into agreement
Pitch it to A client whose GA4 and CRM lead counts drift apart
Read the caseWhat agencies ask before they sign
Terms, client contact, account access and where the team works from.
Walk through one client with usBring a client's setup to a free 30-minute call.Book on Calendly
What does white-label tracking mean?
Waftr does the Tracking Audit, Build or Care work, and your agency delivers it under its own name. The client sees your logo on the findings sheet, the walkthrough deck and the monthly health report, while the GA4, Tag Manager and consent changes happen in the client's accounts.
How are partner terms set?
Once per partnership, in writing: which offers you resell, how deliverables are branded, who joins client calls and how Waftr invoices your agency. Each client engagement then gets its own quote to your agency, based on sites, properties, containers and consent regions. You decide what the client pays.
Who talks to the client?
You do, by default. We join calls as part of your team when it helps, for example a technical walkthrough with the client's developers, and you decide call by call. Findings sheets, decks and monthly reports go out under your brand, with Waftr's name nowhere the client sees it.
What access do you need to client accounts?
Read-only access for audits: GA4 Viewer, Tag Manager Read, Google Ads Read only and a view of the consent platform. Builds need edit rights in Tag Manager and GA4, plus Google Ads and the client's Google Cloud project where those are in scope. The access builder on this page lists each role.
Can we start with one client?
Yes. A good first project is one Tracking Audit on a client whose numbers already look wrong, which shows you the deliverables under your brand before you roll it out. The free Tracking Scan checks a prospect's site before the pitch, without account access, and emails the report.
Which platforms do you work in?
GA4, Google Tag Manager including server-side tagging, Google Ads conversions and enhanced conversions, conversion APIs and BigQuery. On consent, the team wires Consent Mode v2 through Cookiebot, OneTrust, CookieYes and Usercentrics, the four consent platforms it has set up hands-on with Tag Manager.
Do you work with agencies outside the US?
Yes. The Waftr team works from Chennai with clients in the US, UK and India. Consent setups cover GDPR, UK GDPR, CCPA and India's DPDP Act, and a site that serves several regions can be built to the strictest of them, as the NexTranslate setup was.
Bring the client whose numbers worry you most
Tell us about your agency and the client you would start with. We reply within one business day with partner terms and a time to talk.
- 1Partner terms by emailOffers, branding, call roles and invoicing, agreed in writing
- 2A 30-minute callYour clients, their stack and which one to start with
- 3Your first client audit7 business days, delivered under your brand