Privacy Policy
What Wayfinder collects, why, and what we never do with it. Written in plain language on purpose.
The short version
- You can use every page on Wayfinder without giving us your name, email or phone number.
- We use Google Analytics to see which pages help people and which don’t.
- We don’t sell personal information, and we don’t share it for advertising.
- No funeral home or cremation provider pays Wayfinder today, so there are no partner phone numbers or contact forms on the site. If we add them, your call or message will go only to the provider you choose.
- We’ll only send you marketing emails if you ask us to, and every one will have an unsubscribe link.
Who we are
Wayfinder (wayfinderutah.com) is an independent website based in Utah. It explains funeral, cremation and cemetery costs and choices for families in Salt Lake County. Wayfinder is not a funeral home or a cremation provider. In this policy, “we” means the people who run Wayfinder. You can reach us at [email protected].
What we collect
When you browse the site
We use Google Analytics 4, which uses cookies to record things like the pages you visit, how you arrived (for example, from a search), your device and browser type, your approximate location at the city or region level, and actions such as button clicks and how far you scroll. Google states that Google Analytics 4 does not log or store IP addresses. This information tells us how the site is used, not who you are.
Like any website, our hosting service (Cloudflare) processes basic technical information, such as your IP address and browser type, to deliver pages and protect the site from abuse.
When you use the site search
We keep what you type into the search box so we can see which topics are missing from the site. We save it on our own hosting account, not in Google Analytics, and we remove numbers, email addresses and web addresses before it is saved. Please don’t type names or other personal details into the search box. We keep these entries for 90 days and then delete them, and we don’t connect them to you or to your device. Google Analytics receives only a short list of topic words your search contained (for example “cremation cost” or a Utah town), how many pages matched, and whether you typed other words. If you want an entry removed, email us at [email protected] with roughly what you searched and when.
When you answer “Was this page helpful?”
We record your yes or no answer along with the page it was on. The answer isn’t tied to your name or contact details.
When you use the Wayfinder Plan
The Plan asks about your situation so it can show relevant options and prices. It doesn’t ask for your name, email or phone number. We may record general events, such as that a plan was started or finished and which city or type of service was chosen, so we can improve it. The Plan is not a way to contact a funeral home or cremation provider. If we ever add an optional way to ask a provider to contact you, it will be clearly separate, you’ll choose whether to use it, and we’ll update this policy before it goes live.
When you email us
We receive your email address and whatever you write. We use it to reply and, if you’ve sent a correction, to check and fix the page.
If we add partner phone numbers or contact forms
Wayfinder has no partner funeral homes or cremation providers today, so no page shows a partner phone number or contact form. If we add them, they will always be labeled, and this is how they will work:
- Calls: the number shown will be a tracking number that forwards to the funeral home. Our call-tracking service will record the calling number, the time and length of the call, and which page the number was on. If calls are recorded, you’ll hear a notice at the start of the call.
- Forms: what you type (such as your name, phone, email and message) will be sent only to the funeral home or cremation provider you chose, after you check a box giving us permission. We’ll keep a copy to confirm it was delivered. We will never send it to any other provider.
How we use it
- To see which guides help people and which need rewriting.
- To answer your emails and fix mistakes you report.
- If we add partner listings: to connect your call or message to the funeral home or cremation provider you chose, and to tell that provider how many calls and messages came through Wayfinder.
- To keep the site working and secure.
We don’t use what you tell us to decide which funeral homes to show you, beyond the city and service you choose. The order of providers on a city page never depends on who pays. In the Wayfinder Plan, a city’s partner may be shown first with a “Sponsored” label.
Emails from Wayfinder
Wayfinder doesn’t run an email list today. If we add one, you’ll only be added if you choose to sign up, for example by checking a box that isn’t pre-checked. Contacting a funeral home through Wayfinder won’t sign you up. Every marketing email will say who it’s from and include a working unsubscribe link, and we’ll honor unsubscribe requests promptly.
Cookies and your choices
Google Analytics sets cookies in your browser. You can block or delete cookies in your browser settings, or install Google’s Google Analytics opt-out browser add-on. The site works the same either way.
To learn how Google collects and uses information from sites that use its services, see How Google uses information from sites or apps that use our services.
You can ask us what information we have from your emails or form messages, or ask us to delete it, by emailing [email protected].
Partner providers and affiliate links
How Wayfinder is paid, and how paid listings and any affiliate links are labeled, is explained in our terms and disclosures. The short version: as of September 28, 2026, no provider pays Wayfinder. If that changes, paid listings will always be labeled, and they will never change prices or the order of providers on city pages. In the Wayfinder Plan, a city’s partner may be shown first, labeled “Sponsored.”
Children, security, retention, changes
Children. Wayfinder is written for adults. We don’t knowingly collect personal information from children under 13.
Security. We use reputable services and limit who can see messages and call records. No website can promise perfect security.
How long we keep things. Google Analytics keeps individual-level event data for 14 months, then deletes it automatically. Emails are kept only as long as we need them to answer you or meet legal requirements. You can ask us to delete yours at any time.
Changes. If we change this policy, we’ll update the date at the top of the page. Material changes will be noted here.
Questions. Email [email protected].