Waftr.com
A marketer sees recovered Google Ads conversions while an analytics engineer fixes the GA4 and Tag Manager setup

Web analytics consulting for GA4, GTM and consent Fix the leaks in your marketing data.

Waftr’s web analytics consulting finds where GA4, Tag Manager, consent and Google Ads lose conversions, then fixes the cause in your own accounts. Start with the free Tracking Scan.

Run free Tracking Scan Book a 30-minute call
Primary tools
  • Google Analytics
  • Tag Manager
  • BigQuery
  • Cookie consent
  • Certified expertsGA4, GTM, OneTrust
  • 13 years in digital analytics10+ industries, 50+ global teams
  • Read-only accessFor every Tracking Audit
  • Your accountsGTM, GA4, CMP, Google Cloud
Leak router

Which tracking fault matches what your reports show?

Six symptoms from real Waftr projects. Pick the one you recognise to see what broke, what fixed it and the result.

What are you seeing?

Enterprise SaaS · Audit, Build, Care

Leads reached the CRM with no source attached

Read the Enterprise SaaS case and run the check

53% → 38%

CRM leads counted as direct, as a share of all leads

2 months before vs 2 after

What was broken
Ad blockers stopped GA4 from loading, so leads reached the CRM without a source and were filed as Direct.
What was fixed
Server-side tagging behind Google Tag Gateway, plus UTM and referrer fallbacks. OneTrust stayed as it was.
Offer that covers the fixTracking Build, Advanced5 to 8 weeks, scoped from a Tracking AuditServer-side tracking
SaaS company · Audit, then Build

The CRM logged leads that GA4 never saw

Read the SaaS company case and run the check

+20%

Google Ads remarketing conversions

On the rebuilt audiences

What was broken
A broken first event, and a form submit that never sent an event to GA4.
What was fixed
Tag Manager reworked, Consent Mode v2 rebuilt, GA4 settings cleaned and form tracking repaired.
Offer that covers the fixTracking Audit, then a Tracking Build7 business days for the Audit; the Build is quoted from its findingsGoogle Analytics audit
NexTranslate · Build

Every tag ran before the visitor made a choice

Read the NexTranslate case and run the check

100%

of tags wait for consent

Verified by test

What was broken
GA4, Google Ads and the Meta Pixel fired before the visitor accepted or rejected anything.
What was fixed
Cookiebot, Consent Mode v2, GA4 and Tag Manager set to the strictest of GDPR, CCPA and the DPDP Act.
Offer that covers the fixTracking Build, Core3 to 4 weeks; Consent Mode v2 is part of Core scopeCookie consent
US retail · Build

Returning Safari visitors lost the click that brought them

Read the US retail case and run the check

-20%

cost per lead

After the server-side setup

What was broken
Safari ITP cut cookie life to 7 days, and to 24 hours after a paid click, so returning shoppers landed in Direct.
What was fixed
Server-side tracking with server-set cookies, Consent Mode v2 and modeling in GA4 and Google Ads.
Offer that covers the fixTracking Build, Advanced5 to 8 weeks; server-side tagging is Advanced scopeServer-side tracking
Dubai real estate · Audit, then CRO audit

A long lead form ran past the fold on phones

Read the Dubai real estate case and run the check

+23%

conversions on the optimized page

50 days before vs 50 after

What was broken
The CRM held the leads but nothing on visitors who quit; the form ran past the fold on phones.
What was fixed
Form start and submit events plus Clarity recordings, then fewer fields and a progressive form.
Offer that covers the fixCRO auditOne-off sprint, or Conversion analytics inside Tracking CareCRO audit
US SaaS · AI visibility analytics

Organic clicks fell while impressions held

Read the US SaaS case and run the check

~350/day

AI platform visits per day in GA4, from a baseline of 30 to 40

After about 3 months

What was broken
Organic clicks fell while Search Console impressions held, pointing to AI Overviews answering on the results page.
What was fixed
Waftr wrote and measured the roadmap; the client’s teams shipped short answers and schema on about 120 pages.
Offer that covers the fixAI visibility analyticsA module in Tracking Care Plus or Pro, or a one-off sprintAI visibility analytics
Signal loss benchmark

28-41% of CRM form leads arrive without a GA4 client ID

Measured across Waftr client audits. A lead with no client ID cannot be joined to its visit, so GA4 undercounts it and Google Ads has no click to credit.

How we measure it, and an estimator for your lead volume

Why the ID goes missing share of CRM form records
Ad blockers~25-30%
Reject All on the bannerup to ~40%

Both causes hit the same visitors: many people who run an ad blocker also click Reject All. The two shares overlap and do not add up.

  • For the ad blocker share

    Server-side tracking can reach the ad blocker share. No recovery figure is published for Google Tag Gateway until one is confirmed.

    Server-side tracking
  • For the Reject All share

    Consent Mode v2 setup makes the Reject All share eligible for modeling.

    Consent Mode v2 setup
Three offers

Three web analytics consulting offers, sized to what the Audit finds

The scan is free. Each paid step gets a fixed quote in writing before work starts, there is no hourly rate, and you can stop after any step.

Start free
Tracking Scan8 public checks on any URL, from the GA4 tag to tags that fire before consent. Report by email.
Covers
Run free scan
First paid step
Read-only access

Tracking Audit

Find each fault and what it costs you.

7business daysFindings walked through on day 7

  • 60+ checks on GA4, GTM, consent and Google Ads
  • Findings Sheet, Slides and a costed fix plan
  • Fee credited against a Build within 30 days
Covers
See the GA4 audit
Quoted from the Audit

Tracking Build

Fix what the Audit found, in priority order.

3 to 8weeksCore 3 to 4 weeks, Advanced 5 to 8

  • Core: GA4 and GTM rebuild, Consent Mode v2
  • Advanced: adds BigQuery and CRM import
  • Server-side tagging or Tag Gateway in Advanced
Covers
See GA4 consulting
3-month minimum

Tracking Care

Keep it accurate as the site keeps changing.

MonthlyEssentials, Plus or Pro

  • Monitoring, break alerts, CMP and tag updates
  • Plus adds release QA and one analytics module
  • A data health report each month
Covers
See what Care covers

Agencies can white-label the Audit and the Build for their own clients. Partner terms

Before the first scan

Four things buyers ask about web analytics consulting

Not covered here?Send the question with your site URL
What is web analytics consulting?
Web analytics consulting is the work of deciding what to measure, then auditing, building and maintaining the tracking that measures it: GA4, Google Tag Manager, consent, and the conversions passed to Google Ads and the CRM. Waftr sells it as three offers, the Tracking Audit, Tracking Build and Tracking Care, after a free Tracking Scan.
How much does web analytics consulting cost?
Waftr quotes each engagement in writing before anything changes. The effort grows with the number of sites, GA4 properties and GTM containers, consent regions, and whether server-side tagging, BigQuery or CRM and offline conversion import are in scope. There is no hourly rate. The Tracking Scan is free, and the Audit fee comes off a Build started within 30 days.
Is Waftr a marketing analytics agency?
No. An agency plans and runs campaigns, and Waftr runs none. It works like a marketing analytics consultant on the layer underneath: GA4, Google Tag Manager, consent and conversion tracking. Your agency keeps the media plan and the creative, and reports from tracking that Waftr sets up, repairs and keeps accurate month to month.
What should you look for in an analytics consulting firm?
Ask two questions. Whose account will the GTM container, GA4 property and BigQuery project sit in when the project ends? If the answer is the firm’s, the setup leaves with them. And how is consent tested before launch? Waftr builds in client-owned accounts and tests that no marketing tag fires before a visitor accepts.
Who you work with

Who reads your note, and who builds the fix

Waftr is a web analytics infrastructure consultancy for search, social, and privacy compliance. The delivery team that audits your setup also builds the fix and reports on what changed.

Chennai, India · clients mainly in the US, then the UK and India

How the team works
Certified expertsGoogle Analytics, GTM, OneTrust

Audits run on read-only access. Build changes wait in a GTM workspace your developers can review before anything is published.

Start here

Send us the number that does not add up

Google Ads says one number and the CRM another? Send both and we will name the layer to check first.

Run free Tracking Scan Book a 30-minute call
  • The scan reads public tags only, no login needed
  • A Tracking Audit takes 7 business days on read-only access
  • A reply within one business day, from Chennai
An analyst on a video call, walking a client through an analytics dashboard

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