Shuruthi Sellamuthu
Founder
Runs client relationships, operations, delivery and reporting, working in GA4, Tag Manager, SQL and Excel. Certified in Google Analytics and Google Tag Manager.
About Waftr
About Waftr: web analytics infrastructure, built to be trusted
Waftr is a web analytics infrastructure consultancy for search, social, and privacy compliance. From Chennai, we rebuild and maintain the GA4, Tag Manager and consent setups that marketing teams in the US, UK and India report from.
Waftr at a glanceChennai, serving the US, UK and India
Chennai, serving the US, UK and India
Certified: GA4, GTM, OneTrust
Consent wired before the first tag
AI-assisted, analyst-reviewed
Meet the team →What we are
What is Waftr, and which layer does it fix?
We fix the layer under your reports. When a Looker Studio chart and the CRM disagree on last month's leads, the cause usually sits lower down, in a Tag Manager trigger, a consent default or a form that drops its source on submit.
Most analytics problems start before the dashboard. Across Waftr client audits, 28-41% of CRM form leads arrived with no GA4 client ID. The browser never wrote one, and no report could credit those leads to a source.
We are
- A team that sets up, fixes and maintains GA4, Tag Manager and consent
- Working in the client's GA4, GTM and CMP logins
- Measuring what we change, window stated
We are not
- An ad agency
- An SEO shop
- A seller of rankings or uplifts we do not control
Principles
Three working rules, each tied to a real number
The rules are short. Each one sits next to a project where it changed a number, and the scope of that number is stated with it.
- 1Signal recovery
Recover what is lost
Get back conversions lost to ad blockers, browsers and broken tags, using server-side tagging, Google Tag Gateway and Consent Mode v2.
- Measured against the CRM
- Reject All visitors stay untracked
- 2Data ownership
Your accounts, your data
Everything lives in your GA4, Tag Manager, consent platform and Google Cloud. Switch consultants and it keeps running.
- No proprietary middleware
- Nothing locked in our systems
- 3Privacy by design
Consent first
Tags wait for consent. GDPR, UK GDPR, CCPA and the DPDP Act shape the setup from day one.
- Consent Mode v2 by default
- Tested before and after Accept
How we deliver
Where AI fits in the delivery process
Scripts and AI models scan GA4 and Tag Manager configurations, map events against the tracking spec and draft the documentation. A certified analyst then reads each finding against the live setup before it enters the findings sheet.
- AIScans and mapsConfiguration scans of GA4, Tag Manager and consent, and event mapping
- AIDraftsDocumentation and report drafts, ready for review
- Analyst reviewsEach finding checked against the live container
- You receiveSigned-off changes, live in GA4 and GTM
Finding review queueIllustrative
- Form submit not sent to GA4Tag Manager triggerAI draftAnalyst reviewed
- Tags firing before consentConsent Mode v2AI draftAnalyst reviewed
- Duplicate purchase eventGA4 eventsAI draftIn review
- AI drafts the first pass
- A certified analyst signs off
- Unreviewed drafts never ship
The team
Who works on your tracking
A small senior team in Chennai. Shuruthi leads delivery and reporting, and the delivery team builds and audits the GA4, Tag Manager and consent setups themselves.
The Waftr delivery team
GA4, Tag Manager and consent specialists
The Waftr team brings 13 years in digital analytics across 10+ industries and 50+ global teams. Its day-to-day work is GA4, Tag Manager, server-side tagging, Consent Mode v2 and BigQuery, with AI handling first-pass scans and drafts.
Certified Experts
Google AnalyticsGoogle Tag ManagerOneTrust
Results
Six results, each with its scope and window
NexTranslate agreed to be named. The other five clients are described by industry and market. Open a result to see what was broken and what was built.
- 53% → 38%share of leads counted as direct, 2 months before vs 2 months afterEnterprise SaaS · Server-side tagging
- +20%Google Ads remarketing conversions on the rebuilt audiencesSaaS company · GA4 audit
- -20%cost per lead after the server-side setupUS retail · Safari ITP
- ~350/dayvisits from AI platforms, up from 30 to 40 a day, after about 3 monthsUS SaaS · AI search analytics
- +23%conversions on the optimized page, 50 days before vs 50 days afterDubai real estate · Form analytics
- 100%of tags wait for consent, verified by testNexTranslate · Cookie consent
FAQ
What people ask before hiring Waftr
Who we are, where we work from, how we use AI, and what you keep when the engagement ends.
What is Waftr?
Waftr is a Chennai-based consultancy that builds and repairs web analytics infrastructure: GA4, Google Tag Manager, Consent Mode v2 and conversion tracking. The work is sold as three offers. A Tracking Audit finds the faults, a Tracking Build fixes them, and Tracking Care monitors the setup and alerts when a tag breaks. The Tracking Scan is free.
Where is Waftr based?
In Chennai, India. Most clients are in the US, followed by the UK and India, and all work runs remotely. An audit needs read-only access to GA4, Tag Manager, the consent platform and Google Ads, while a build needs edit access. A first conversation is a 30-minute call booked on Calendly.
Who are the people behind Waftr?
Shuruthi Sellamuthu founded Waftr and leads client delivery and reporting. She is certified in Google Analytics and Google Tag Manager, and writes Waftr's analytics guides. Around her, the Waftr delivery team builds and audits GA4, Tag Manager, server-side tagging, consent and BigQuery setups for each client.
What certifications does the Waftr team hold?
Google Analytics and Google Tag Manager certifications and a OneTrust certification for consent management. The OneTrust credential matters most on consent projects, where the consent platform has to send Consent Mode v2 signals before any Google tag loads on the page.
How does Waftr use AI?
For the first pass. AI tools scan GA4 and Tag Manager configurations, map events against the tracking spec and draft documentation. A certified analyst reviews each finding and each container change before sign-off. An unreviewed AI draft never reaches a client, and nothing is published to a live container without that review.
Is Waftr an ad agency or an SEO agency?
Neither. Waftr does not run campaigns, write content or sell rankings. It builds and maintains the tracking that ad and SEO teams report from, and its analytics modules measure AI visibility, social traffic and conversion funnels. Agencies that run ads or SEO can resell the tracking work through the partner program.
Do I keep ownership of everything Waftr builds?
Yes. Every Tracking Build is delivered in your own GA4, Tag Manager, consent platform and Google Cloud, with no proprietary middleware and nothing locked in Waftr's systems. If you switch consultants or stop working with us, the setup keeps running as it is.
Start
Work with a team that fixes the layer under your reports.
Send one sentence on what looks wrong, for example GA4 and the CRM disagreeing on last month's leads. Shuruthi or someone from the delivery team writes back within one business day.
- The free Tracking Scan reads public pages only
- Paid work quoted in writing first
- Replies come from the team named above