Waftr.com
Waftr services

Web analytics services that fix what your tracking misses

Web analytics services organized by where a conversion gets lost: consent banner, Tag Manager, tagging server, GA4, BigQuery or Google Ads. Find your layer below.

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Built on
  • Google Analytics
  • Tag Manager
  • Google Ads
  • BigQuery
Analytics engineer reviewing GA4 and Google Tag Manager data while delivering web analytics services Waft, the Waftr mascot
Pipeline map

Where conversions go missing, layer by layer

A conversion crosses seven layers between the ad click and the bid. Each row shows what breaks there, the service that fixes it and where we saw it.

  1. 1
    Layer 1

    Browser and consent banner

    The visitor’s browser, with your CMP: Cookiebot, OneTrust, CookieYes or Usercentrics

    Scan checks the banner and tags that fire before consent

    • Marketing tags load before the visitor answers the banner
    • Ad blockers drop requests to Google domains, and Safari caps script-set cookies at 7 days
    • Phone visitors abandon long forms, and nothing records where
    Fixes itCookie consentFinds itCRO audit
    +23%conversions on the optimized pageDubai real estate case
  2. 2
    Layer 2

    Consent Mode v2

    The page itself, before any Google tag fires

    Scan reads the Consent Mode v2 defaults

    • No default state, so the first hits leave before the CMP has loaded
    • Defaults set to granted, or one setting for every region
    • Basic mode only: refused visitors send nothing Google can model
    Fixes itCookie consent and Consent Mode v2
    100%of tags wait for consentNexTranslate case
  3. 3
    Layer 3

    Google Tag Manager web container

    The browser, loading your GTM container and its data layer

    Scan lists the GTM containers on the page

    • A form trigger that stopped firing after a site release
    • Two tags sending the same lead or purchase event
    • No data layer spec, so events hang on CSS selectors that change
    Finds itGTM auditFixes itGTM consulting
    +20%remarketing conversionsSaaS company case
  4. 4
    Layer 4

    Server-side GTM or Google Tag Gateway

    Your domain: Cloud Run or Stape for server-side GTM, your CDN or load balancer for Tag Gateway

    Scan detects first-party tagging

    • Not set up at all, so tags load from Google domains that blocklists stop
    • Cookies still written by browser scripts, still capped by Safari ITP
    • Consent state lost between the browser and the server container
    Fixes itServer-side tracking
    53% → 38%CRM leads counted as directEnterprise SaaS case
  5. 5
    Layer 5

    GA4

    Your GA4 property: data streams, key events, channel groups

    Scan confirms the GA4 tag loads

    • Key events counted once per session where each event matters, or the reverse
    • Cross-domain gaps that split one visit in two, the second as referral
    • AI assistant visits split between GA4’s AI Assistant channel, Referral and Direct
    Finds itGoogle Analytics auditFixes itGA4 consulting and implementation
    ~350/dayAI platform visits in GA4US SaaS case
  6. 6
    Layer 6

    BigQuery and reports

    Your Google Cloud project, Looker Studio and Search Console

    Not visible from outside; the Audit reads it

    • BigQuery export switched on late, with no history before the link date
    • Dashboards that mix GA4, ad platform and CRM numbers counted by different rules
    • Social platform numbers never reconciled against GA4 sessions
    Measures itAI visibility analyticsMeasures itSocial media analytics
    28-41%of CRM form leads with no GA4 client IDSignal loss estimator
  7. 7
    Layer 7

    Google Ads

    Your Ads account, fed by its own tag or by GA4 imports

    Scan confirms the Google Ads tag loads

    • The same conversion counted twice, from the Ads tag and from a GA4 import
    • Enhanced conversions switched off, leaving fewer conversions matched to a click
    • CRM and offline conversions never imported, so bidding sees only web leads
    Fixes itGTM consultingFixes itGA4 consulting and implementation
    -20%cost per leadUS retail case

Scan what the free GA4 audit sees from outside, server-side setups includedAudit what only the read-only access of a Tracking Audit can read

Choose your starting point

Free GA4 audit vs Tracking Audit: which comes first?

The free scan reads what a first-time visitor’s browser loads. The Audit reads the accounts behind it. Start with the scan if you cannot name the layer yet; start with the Audit if Google Ads, GA4 and the CRM already disagree.

Run the free GA4 audit tool Google Analytics audit GTM audit Full scan vs audit comparison
Before you pick a layer

Scope and tools, answered short

Which services does Waftr offer, and which offer holds each one?
The Tracking Audit holds the Google Analytics audit and the GTM audit. The Tracking Build holds GA4 consulting and implementation, GTM consulting, server-side tracking, and cookie consent with Consent Mode v2. Tracking Care runs AI visibility analytics, social media analytics and conversion analytics as modules; the one-off conversion sprint is the CRO audit.
Do you need a GA4 audit before GA4 consulting?
Usually. The Google Analytics audit reads GA4, Tag Manager, consent and Google Ads on read-only access and turns each finding into a costed fix. GA4 consulting is the Build that applies those fixes. Starting with the Audit means the Build is quoted from evidence, and the Audit fee comes off a Build started within 30 days.
Which tools and platforms does Waftr work with?
GA4, Google Tag Manager, server-side GTM on Cloud Run or Stape, Google Tag Gateway, BigQuery, Looker Studio, Google Ads and Search Console. The consent platforms we set up hands-on are Cookiebot, OneTrust, CookieYes and Usercentrics. Microsoft Clarity supports funnel analysis, and server-side tracking has been delivered on Shopify.
How delivery works

Three offers, each scoped and quoted from evidence

Waftr is a web analytics infrastructure consultancy for search, social, and privacy compliance. Each service on this page sits inside one of three offers, and each offer is quoted in writing before work starts.

Tracking Audit

7 business days

Quoted once we have talked or seen your scan

What you get

  • 60+ checks across GA4, GTM, consent and Google Ads
  • A findings Google Sheet ranked by revenue impact
  • Slides, a costed fix plan and a walkthrough call on day 7

Start a Build within 30 days and the Audit fee is credited against it.

Services inside

Google Analytics auditGTM audit

Tracking Care

Monthly

Billed monthly after a 3-month minimum

Three plans

EssentialsMonitoringBreak alerts, CMP and tag updates, a data health report each month
PlusAdds a moduleRelease QA and one analytics module on top of Essentials
ProEverythingServer-side, BigQuery and all analytics modules

Ad-hoc hours are sold to Care clients only. Modules also run as one-off analytics sprints.

Agencies can resell the Audit and the Build white-label through the partner program.

Services inside

AI visibility analyticsSocial media analyticsCRO audit and conversion analytics

What moves a quote

  • Number of sites
  • GA4 properties and GTM containers
  • Consent regions
  • Server-side tagging
  • BigQuery
  • CRM or offline conversion import

AI assistance runs the configuration scans and drafts audit documentation. A certified analyst reviews each finding before you see it.

Start here

Start at the layer you suspect

Run the free GA4 audit on the public layers, or book 30 minutes and bring the two numbers that disagree. Either way, you leave knowing which layer to open first.

An analyst on a video call, walking a client through a web analytics dashboardFree 30-minute call
30 minutes on the numbers that disagreeBring a scan report or a screenshot of both figures.
Run free scan Book on Calendly