Terms of service

These terms are a contract between you and Attruly. "You" means the organisation on whose behalf an account is opened, and the people who use that account. By creating an account, installing the tracking snippet, or calling the API, you accept these terms.

If you are accepting on behalf of an organisation, you confirm you are authorised to bind it. If you do not have that authority, do not create the account.

Attruly records events you send it, resolves those events to profiles, and reports on which marketing channels preceded the outcomes you define as conversions.

Attribution is a model, not a measurement. Attruly reports what its models compute from the data you send. Different models produce different answers from the same data, by design. We do not represent that any model's output is the objectively correct allocation of credit, because no such allocation exists — attribution is an inference about causation from correlation, and we are explicit about that throughout the product.

You are responsible for everything that happens under your account, including actions by your team members and by anyone using your API keys.

• Keep secret keys secret. A key beginning sk_ can read every report in the project it belongs to. Public keys beginning pk_ are safe to publish and can only write events.
• Revoke a key immediately if it may have been exposed. Revocation takes effect at once and cannot be undone.
• Tell us promptly at security@attruly.com if you believe an account has been accessed without authorisation.
• You may not share one account between organisations that should not see each other’s data. Create a separate organisation instead.

You may not use Attruly to:

• Track people on websites or applications you do not own or operate, or without the legal basis to do so in the relevant jurisdiction.
• Collect special category personal data — health, biometrics, sexual orientation, political opinions, religious beliefs, trade union membership — or the personal data of children, as event properties or profile traits.
• Collect payment card numbers, full government identifiers, passwords, or authentication tokens as event properties. These are rejected where we can detect them and are your liability where we cannot.
• Attempt to re-identify individuals from another customer’s data, or to access any project you have not been granted access to.
• Circumvent event limits, rate limits or plan entitlements, including by distributing one project’s traffic across multiple accounts.
• Send automated traffic designed to inflate or distort another party’s analytics.
• Resell, sublicense or white-label the service without a written agreement with us.

We may suspend an account that is causing operational harm — sustained abusive request volume, for example — without notice, and will tell you why as soon as we reasonably can.

The events, profiles and configuration in your account are yours. We claim no ownership of them. We process them to provide the service, to keep it secure, and to comply with law — nothing else.

We do not sell your data, and we do not use it to train models. We do not pool it with other customers' data to build any product, benchmark or dataset. When you run an AI analysis, the evidence pack we send to the model provider contains aggregated figures — channel names, counts and rates — and never contains an email address, a name, an IP address or any other identifier of an individual.

Where we process personal data on your behalf, you are the controller and we are the processor. The privacy policy sets out what we process, why, and for how long.

• Paid plans are billed in advance, monthly or yearly, through Stripe. We never see or store your card details.
• Each plan includes an event allowance for the billing period. We email you at 80% of the allowance and again when it is reached.
• Events that arrive after the allowance is exhausted are not recorded and cannot be backfilled. This is a technical consequence of not recording them, not a penalty.
• Upgrading takes effect immediately and is prorated by Stripe. Downgrading takes effect at the end of the current period.
• Entitlements are fixed at the point of purchase. If we change a plan’s limits, your existing subscription keeps the limits it was sold with until you change plan.
• Fees are exclusive of any applicable taxes, which are added at checkout where required.

If a payment fails we retry, and we email you. If it continues to fail, the account moves to the free plan. Your data is not deleted at that point, but retention follows the free plan's window from then on.

Paid plans include a fourteen-day trial. We take a payment method at the start so the service does not interrupt when the trial ends, and we email you before the first charge. Cancel at any point during the trial and you are not charged.

We aim for the service to be available at all times and we monitor it continuously. We do not offer a contractual uptime commitment except on Enterprise plans, where the applicable service level is set out in a separate written agreement.

Planned maintenance that requires downtime is announced in advance where the timing is within our control.

You may cancel at any time from the billing settings. Cancellation takes effect at the end of the current period; we do not refund the unused remainder of a period unless the law requires it.

You may delete your organisation at any time. Deletion is irreversible: events, profiles, reports and API keys are permanently removed within 30 days, and backups age out within 90. Export anything you need first.

We may terminate this agreement on 30 days' notice, or immediately for a material breach of the acceptable use section. If we terminate without cause, we refund the unused portion of any prepaid period.

We provide the service with reasonable skill and care. Beyond that, and to the extent the law allows, the service is provided as is: we do not warrant that it will be uninterrupted, error free, or that its output will be fit for any particular decision you make with it.

You remain responsible for your own marketing decisions. Attruly is evidence, not advice. Nothing it reports — including the output of the AI analysis — is a recommendation on which you should act without your own judgement.

Nothing in these terms limits liability for death or personal injury caused by negligence, for fraud, or for anything else that cannot lawfully be limited.

Subject to that, neither party is liable for indirect or consequential loss, loss of profits, loss of business, or loss of anticipated savings, however arising.

Subject to that, our total liability arising out of or in connection with this agreement in any twelve-month period is limited to the fees you paid us in the twelve months before the event giving rise to the claim, or one hundred United States dollars if you are on a free plan.

We may update these terms. If a change materially reduces your rights or increases your obligations, we will email the account owner at least 30 days before it takes effect, and you may cancel before then without penalty. Other changes take effect when published. The effective date at the top of this page always reflects the current version.

• These terms, together with the privacy policy and any written order form, are the whole agreement between us on this subject.
• If any provision is found unenforceable, the rest continues in force.
• Neither party may assign this agreement without the other’s consent, except to a successor of substantially the whole business.
• A failure to enforce a provision is not a waiver of it.
• No third party has any right to enforce these terms.

Questions about these terms go to legal@attruly.com.