Privacy Policy

Effective Date: March 31, 2026

Who We Are

Waftr is a Google-native analytics infrastructure consultancy. We operate the website www.waftr.com and provide services including GA4 implementation, GTM consulting, SEO and AEO analytics, and reporting infrastructure. This privacy policy applies to all data collected through our website, forms, and communication channels.

Data Controller: Waftr, Chennai, India. For privacy-related inquiries, contact us at hello@waftr.com.

Information We Collect

Information You Provide Directly

When you submit a form on our website, we collect the following:

• Your name
• Your work email address
• Your message (optional)

By submitting a form on www.waftr.com, you consent to Waftr contacting you via email for marketing purposes, service follow-ups, and relevant analytics insights. You may withdraw this consent at any time by using the unsubscribe link in any email or by contacting us directly.

Information Collected Automatically

When you visit www.waftr.com, we automatically collect certain data through the following tools:

Tool	Data Collected	Purpose
Google Analytics 4 (GA4)	Page views, session duration, device type, geographic region, traffic source, on-site interactions	Measure website performance, understand user behavior, and improve content strategy
Google Tag Manager (GTM)	Manages tag deployment; does not collect personal data independently	Centralized tag governance and event tracking infrastructure
Microsoft Clarity	Heatmaps, scroll depth, click patterns, session recordings (with personal data masked)	Identify usability issues and optimize page layouts for conversion

These tools may collect your IP address, browser type, operating system, referring URL, and interaction patterns. GA4 processes data on Google servers. Microsoft Clarity processes data on Microsoft servers. Neither tool is configured to collect personally identifiable information beyond what is described above.

Cookie Management

Waftr uses Cookiebot as our Consent Management Platform (CMP) to manage cookie preferences on www.waftr.com. When you first visit our site, Cookiebot presents a consent banner that allows you to accept or reject cookie categories.

Cookie Categories

• Necessary cookies: Required for core website functionality. These cannot be disabled.
• Statistics cookies: Used by GA4 and Microsoft Clarity to collect anonymous usage data. Enabled only with your consent.
• Marketing cookies: Used to track visitors across websites for advertising relevance. Enabled only with your consent.
• Preferences cookies: Allow the website to remember choices you make, such as language or region. Enabled only with your consent.

You can change your cookie preferences at any time by clicking the Cookiebot widget on our site or by clearing your browser cookies. Our implementation supports Google Consent Mode V2, which adjusts how GA4 and GTM tags behave based on your consent choices. If you decline statistics cookies, GA4 switches to cookieless pings that do not identify individual users.

How We Use Your Data

We use the information we collect for the following purposes:

• Service delivery: Responding to your inquiries, scheduling consultations, and delivering analytics services.
• Email marketing: Sending you analytics insights, service updates, and relevant content. Every email includes an unsubscribe option.
• Website optimization: Analyzing traffic patterns in GA4, reviewing session recordings in Microsoft Clarity, and improving page performance.
• Compliance: Meeting legal obligations under GDPR and CCPA, including responding to data access or deletion requests.

Legal Basis for Processing (GDPR)

If you are located in the European Economic Area (EEA) or the United Kingdom, we process your personal data under the following legal bases:

• Consent: When you submit a form or accept non-essential cookies via Cookiebot, you provide explicit consent for data processing.
• Legitimate interest: We analyze aggregated, anonymized website traffic data to improve our services and content. This processing does not override your fundamental rights.
• Contractual necessity: When you engage Waftr for analytics consulting, we process data necessary to deliver those services.

Your Rights Under GDPR

If you are in the EEA or UK, you have the following rights regarding your personal data:

• Right of access: Request a copy of the personal data we hold about you.
• Right to rectification: Request correction of inaccurate or incomplete data.
• Right to erasure: Request deletion of your personal data where there is no compelling reason for continued processing.
• Right to restrict processing: Request that we limit how we use your data.
• Right to data portability: Request your data in a structured, machine-readable format.
• Right to object: Object to processing based on legitimate interest, including direct marketing.
• Right to withdraw consent: Withdraw consent at any time without affecting the lawfulness of prior processing.

To exercise any of these rights, email hello@waftr.com. We will respond within 30 days.

Your Rights Under CCPA

If you are a California resident, the California Consumer Privacy Act (CCPA) provides you with the following rights:

• Right to know: Request details about the categories and specific pieces of personal information we have collected about you.
• Right to delete: Request deletion of your personal information, subject to certain exceptions.
• Right to opt out of sale: Waftr does not sell personal information to third parties.
• Right to non-discrimination: You will not receive different service quality or pricing for exercising your CCPA rights.

To submit a CCPA request, email hello@waftr.com. We will verify your identity and respond within 45 days.

Data Sharing and Third Parties

Waftr does not sell, rent, or trade your personal data. We share data only with the following categories of processors, strictly for the purposes described in this policy:

• Google LLC: GA4 and GTM data processing. Google's privacy policy applies to data processed on their infrastructure.
• Microsoft Corporation: Microsoft Clarity session recording and heatmap data. Microsoft's privacy statement governs their processing.
• Cookiebot (Cybot A/S): Cookie consent management. Cookiebot processes consent records on your behalf.
• Email service provider: We use a third-party email platform to send marketing communications. Only your name and email address are shared for this purpose.

We require all processors to handle your data in accordance with applicable data protection laws. We do not transfer data to countries without adequate data protection safeguards unless appropriate mechanisms (such as Standard Contractual Clauses) are in place.

Data Retention

We retain your personal data only for as long as necessary to fulfill the purposes described in this policy:

• Form submissions: Retained for up to 24 months from submission, or until you request deletion.
• GA4 analytics data: Retained for 14 months (default GA4 retention period), then automatically deleted.
• Microsoft Clarity data: Session recordings are retained for up to 30 days.
• Cookie consent records: Cookiebot retains consent logs for 12 months as required by GDPR.

Data Security

Waftr implements appropriate technical and organizational measures to protect your personal data against unauthorized access, alteration, disclosure, or destruction. Our website uses HTTPS encryption for all data in transit. Third-party processors (Google, Microsoft, Cookiebot) maintain their own security certifications and compliance programs.

Children's Privacy

Our website and services are not directed at individuals under the age of 16. We do not knowingly collect personal data from children. If you believe a child has submitted personal information through our site, contact us at hello@waftr.com and we will delete it promptly.

Changes to This Policy

Waftr may update this privacy policy to reflect changes in our data practices or legal requirements. When we make changes, we will update the "Effective Date" at the top of this page. We encourage you to review this policy periodically. Continued use of www.waftr.com after changes are posted constitutes acceptance of the revised policy.

Contact Us

If you have questions about this privacy policy, your personal data, or wish to exercise your rights, contact Waftr at:

• Email: hello@waftr.com
• Website: www.waftr.com/contact