What is Gurulu?

Data for everyone. Truth Layer for your existing stack.

Gurulu is a Truth Layer that sits on top of the analytics tools you already use — Google Analytics, PostHog, Mixpanel, Segment, Hotjar, Sentry. It does not ask you to rip and replace anything. It does what those tools quietly fail at: it catches the broken event before it reaches your dashboard, stitches the same person across devices and domains, explains why a conversion happened, and tells you about it before you ask.

Who it is for

We design Gurulu around five real people we keep hearing from. You will probably see yourself in one of them.

• The growth operator. A PMM, growth lead, data-driven PM, or founder running growth at a Series A–B company. Owns Meta and Google ads, runs experiments, lives in the GA4/PostHog/Mixpanel triangle, and does not trust the numbers.
• The solo founder. Pre-seed or seed, a team of two to five. Wants one tool that just works, no consulting bill, no twelve-tab dashboard.
• The AI-assisted coder. Uses Cursor, Claude Code, GitHub Copilot, or another AI editor every day. Wants the agent to add a tracking event without breaking the schema.
• The no-code builder. Lives on Lovable, Bolt, v0, or Webflow. Has no backend to host an SDK in. Just wants tracking that does not require code.
• The B2B account team. Series B–C, account-led GTM. Needs to see person and account together, without paying a warehouse stitching bill.

If you are one of these people, the rest of this page is for you.

The seven pains we are aimed at

These are the patterns we have heard, in roughly the order most teams hit them.

1. The Truth Gap. Event names drift, user IDs break, properties go missing. The number you ship to the board is wrong, and you find out two weeks late.
2. Manual ops. Watching individual sessions one by one. Triaging the same five errors every Monday. Setting up the same dashboard for the third team.
3. Pricing and vendor risk. Mixpanel MTU surprises, Amplitude cliffs, the slow accumulation of ten or twelve SaaS tools that do not talk to each other.
4. Privacy and compliance friction. GDPR. KVKK. The Google Consent Mode update that broke your conversion tracking for a week. iOS 14. Replay tools that you cannot legally turn on.
5. The tool neighborhood. Replay in one place. Errors in another. Analytics in a third. Identity nowhere. Attribution wherever Google decides today.
6. No confidence in the answer. "Was this A/B test conclusive?" "How reliable is this credit?" Nobody can tell you.
7. The action gap. A/B testing, popups, onboarding tours, personalization — four separate tools, all of which need the identity graph you do not have.

Gurulu is built around catching the first six in the current product, and growing into the seventh.

What we believe

These are the seven principles the product follows. They are not negotiable.

1. Truth first. If the data is wrong, every decision built on top is wrong. Fix the data first.
2. Augmentation, not replacement. We do not ask you to switch off GA4 or PostHog. We sit on top.
3. Data for everyone. Marketer, PM, engineer, founder — all on the same numbers, all in the same product.
4. Identity is the spine. Nothing works without it. Cross-domain, cross-device, person and account together.
5. Open communication. Public roadmap. Public changelog. Build in public. No surprises.
6. Privacy by default. GDPR, KVKK, CCPA. EU residency by default. Allow-by-default minimal mode, never the other way around.
7. Modular pricing. You pay for what you use. You do not pay for what you do not use.

Positioning

Gurulu is positioned in three rings, in this order:

• Truth Layer — above PostHog, Mixpanel, Segment, GA4. The primary frame.
• Tool consolidation — twelve tools collapse into one identity graph.
• Data for everyone — no need to call engineering to ship an event.

We are not "the next PostHog." We are not "GA4 but better." Those are losing positions. Gurulu is the layer that makes the rest of your stack tell the truth.

What you get on day one

• Event registry as a contract. The SDK does not send free-form strings — every event is typed and validated.
• Identity engine. Anonymous browser session is stitched to a logged-in person when they identify, on every device, on every domain.
• Event health. Anomaly detection, deduplication, coverage scoring, CAPI mismatch detection.
• Customer-defined attribution. Pick the model. See the touchpoints. See why a credit was assigned.
• Four channels to send data: browser SDK, server SDK, CLI, and MCP server for your AI editor.
• EU data residency by default, on the free tier as well.

For how the pieces fit together, see How it works. For the REST surface, see API reference.