Truly Analytics Terms of Use

Terms and Conditions

Last updated: 24 May 2026

These Terms and Conditions explain the rules for using Truly Analytics, including our website, trial service, admin board, analytics scripts, and related services.

By using Truly Analytics, starting a trial, creating an account, or installing a Truly Analytics script on your website, you agree to these terms.

If you do not agree to these terms, do not use Truly Analytics.

1. Who we are

Truly Analytics, also referred to as “TA”, “we”, “us”, or “our”, provides analytics-related software and services that help website owners identify and recover missing analytics signals and deliver those metrics into Google Analytics or related reporting environments.

Business name: Truly Digital Ltd
Company number: 09206603
Registered address: 86-90 Paul Street, London, EC2A 4NE, United Kingdom

Contact email: accounts@trulydigital.net

2. What Truly Analytics does

Truly Analytics helps customers collect and process additional website analytics signals that may not otherwise appear in their standard analytics setup.

Depending on your setup, TA may provide:

  • a trial Google Analytics property;
  • an admin board;
  • a script snippet for installation on your website;
  • analytics event collection;
  • reporting and estimated metric recovery;
  • integration options for Google Analytics 4;
  • support for custom domains or other paid setup options.

We may update, change, improve, or remove features from the service over time.

3. Trial accounts

We may offer a free or limited trial.

To start a trial, you must provide:

  • a valid email address; and
  • one domain where the trial script will be used.

For the trial, we may create a temporary Google Analytics property and invite the email address you provide to access it.

We may also email you a link to your admin board, where you can access the script snippet for your website.

Your trial will automatically end after 7 days unless we agree otherwise.

During the trial, we may send you emails about:

  • setup progress;
  • Google Analytics property access;
  • admin board access;
  • script installation;
  • estimated recovered metrics;
  • trial progress;
  • paid plan options.

We may refuse, suspend, or end a trial if we believe the trial is being misused, used on an unauthorised domain, used for unlawful activity, or used in a way that could harm TA, our infrastructure, our customers, or third parties.

4. Your responsibilities

You are responsible for:

  • providing accurate account, email, billing, and domain information;
  • ensuring you are authorised to install TA scripts on the website or domain you provide;
  • ensuring your use of TA complies with applicable laws;
  • ensuring your own website privacy notice, cookie notice, consent banner, and related disclosures are accurate;
  • ensuring your use of Google Analytics complies with Google’s own terms and policies;
  • keeping your account credentials secure;
  • promptly telling us about unauthorised account access or security issues.

You must not use TA for unlawful, harmful, abusive, misleading, or unauthorised purposes.

5. Domain restriction

Trial access is limited to the domain you provide during signup.

You must not install the trial script on additional domains unless we approve this.

We may block or disable collection from domains that are not authorised.

6. Analytics, estimates, and reporting

TA may provide analytics data, recovered metrics, event counts, estimates, reports, or related insights.

You understand that analytics data is not always complete, exact, or guaranteed. Results may be affected by browser settings, network conditions, consent settings, blockers, implementation issues, Google Analytics configuration, server availability, and other factors outside our control.

TA does not guarantee that:

  • all missing analytics will be recovered;
  • all events will be captured;
  • all reports will be accurate or complete;
  • Google Analytics will process, display, or retain all events;
  • your revenue, conversion rate, attribution, or marketing performance will improve.

You are responsible for checking whether the data is suitable for your own business decisions.

7. Script installation

If you install a TA script on your website, you are responsible for checking that it works correctly with your site, consent setup, security policies, and other scripts.

You must not modify, copy, redistribute, reverse engineer, or misuse TA scripts unless we give you written permission.

We may update the script from time to time.

8. Paid services

After your trial, you may choose to become a paid customer.

Paid options may include:

  • sending TA metrics to your existing Google Analytics 4 property;
  • using TA alongside Google Analytics 4;
  • using a custom domain;
  • additional configuration or support;
  • other service options we make available.

Paid services, pricing, billing cycles, limits, and cancellation terms will be shown to you before purchase or agreed separately in writing.

If there is a conflict between these terms and a separate written agreement signed or explicitly agreed by us, the separate agreement will take priority for that specific service.

9. Acceptable use

You must not:

  • use TA to break the law;
  • use TA on websites you do not own or control;
  • use TA to collect sensitive personal data unless we have expressly agreed this in writing;
  • use TA to collect payment card data, passwords, authentication tokens, or secret keys;
  • interfere with TA infrastructure;
  • attempt to bypass rate limits, access controls, domain restrictions, or security controls;
  • reverse engineer, scrape, overload, or attack the service;
  • use TA to send malicious code, spam, or abusive traffic;
  • misrepresent TA data or services to others.

We may suspend or terminate access if we reasonably believe you have breached this section.

10. Data protection and privacy

Our handling of personal data is explained in our Privacy Policy

You are responsible for ensuring your own website provides appropriate privacy and cookie information to visitors, including any disclosures required for analytics, tracking, scripts, cookies, local storage, consent, or similar technologies.

Where required by law, you are responsible for obtaining valid visitor consent before using TA or related technologies.

You should not use TA to collect special category data, children’s data, financial data, health data, passwords, authentication credentials, or other highly sensitive information unless this has been expressly agreed with us in writing.

11. Third-party services

TA may work with third-party services, including Google Analytics and other infrastructure, hosting, analytics, email, payment, or security providers.

We are not responsible for third-party services, third-party outages, third-party terms, or third-party changes.

Your use of Google Analytics is also subject to Google’s own terms and policies.

12. Availability and support

We aim to provide a reliable service, but we do not guarantee that TA will be uninterrupted, error-free, or always available.

We may pause, limit, suspend, or change the service for maintenance, security, legal, operational, or business reasons.

Support may be provided by email, admin board, or other channels we make available.

13. Intellectual property

TA, including our website, branding, scripts, software, documentation, designs, copy, and related materials, belongs to us or our licensors.

You are granted a limited, revocable, non-exclusive, non-transferable right to use TA only for your own authorised business purposes and only in line with these terms.

You must not copy, resell, sublicense, reverse engineer, or create competing products from TA materials unless we give written permission.

14. Customer content and data

You retain ownership of your own website, content, data, and business information.

You give us permission to process the information needed to provide TA, operate the service, troubleshoot issues, improve performance, prevent abuse, communicate with you, and meet legal obligations.

15. Confidentiality

Information shared through your account, admin board, setup process, or support channels may be confidential.

Both you and TA agree to take reasonable steps to protect confidential information and not disclose it unnecessarily, except where required to provide the service, comply with the law, or enforce these terms.

16. Disclaimers

TA is provided on an “as is” and “as available” basis.

To the maximum extent permitted by law, we exclude all implied warranties, representations, or guarantees, including fitness for a particular purpose, accuracy, availability, and non-infringement.

Nothing in these terms excludes liability that cannot legally be excluded.

17. Limitation of liability

To the maximum extent permitted by law, TA will not be liable for:

  • loss of profits;
  • loss of revenue;
  • loss of sales;
  • loss of business;
  • loss of goodwill;
  • loss of data;
  • business interruption;
  • indirect or consequential loss;
  • decisions made based on analytics data;
  • third-party service failures.

For paid services, our total liability for claims relating to the service will be limited to the amount you paid to us for the service in the 3 months before the claim arose.

Nothing in these terms limits liability for death or personal injury caused by negligence, fraud, fraudulent misrepresentation, or any other liability that cannot legally be limited.

Liability for free trials

The free trial is provided for evaluation only.

To the maximum extent permitted by law, Truly Analytics provides the free trial without warranties, guarantees, service commitments, availability commitments, support commitments, or promises about accuracy, completeness, performance, recovered metrics, Google Analytics delivery, or business outcomes.

You are responsible for deciding whether the free trial is suitable for your website, analytics setup, consent setup, and business needs.

To the maximum extent permitted by law, Truly Analytics will not be liable for any loss arising from or relating to the free trial, including:

  • loss of profits;
  • loss of revenue;
  • loss of sales;
  • loss of business;
  • loss of goodwill;
  • loss of anticipated savings;
  • loss or corruption of data;
  • business interruption;
  • indirect, special, incidental, or consequential loss;
  • decisions made based on analytics data, estimates, reports, or recovered metrics;
  • third-party service failures;
  • Google Analytics failures, delays, rejection, or changes;
  • incorrect installation, configuration, consent setup, or customer-provided information.

If liability cannot legally be excluded, Truly Analytics’ total aggregate liability for all claims relating to the free trial will be limited to £1.

Nothing in these terms limits or excludes liability for death or personal injury caused by negligence, fraud, fraudulent misrepresentation, deliberate misconduct, or any other liability that cannot legally be limited or excluded.

18. Suspension and termination

We may suspend or terminate your access if:

  • you breach these terms;
  • payment is overdue;
  • your use creates security, legal, operational, or reputational risk;
  • we reasonably suspect misuse;
  • we are required to do so by law or a third-party provider.

You may stop using TA at any time.

After termination, you must remove TA scripts from your website unless we agree otherwise.

19. Professional services and enterprise work

From time to time, Truly Analytics may provide professional services, consultancy, implementation support, enterprise setup, custom configuration, migration support, analytics advice, reporting support, training, or other related services.

Unless we agree otherwise in writing, these services are separate from the standard Truly Analytics software service.

Professional services may be subject to a separate proposal, order form, statement of work, invoice, email agreement, or written agreement. That document may set out:

  • the scope of work;
  • deliverables;
  • timelines;
  • fees;
  • payment terms;
  • customer responsibilities;
  • assumptions and dependencies;
  • acceptance criteria;
  • support arrangements;
  • usage limits;
  • cancellation terms.

If there is a conflict between these Terms and a specific written agreement for professional services, the specific written agreement will take priority for that professional services work only.

Any timelines, dates, estimates, recommendations, or expected outcomes for professional services are estimates unless expressly agreed otherwise in writing.

You are responsible for providing timely access, information, approvals, systems, accounts, permissions, content, data, and cooperation needed for us to perform the professional services.

Unless expressly agreed otherwise in writing, professional services do not include legal advice, tax advice, financial advice, regulated advice, or a guarantee of any particular commercial, analytics, marketing, compliance, or business outcome.

Any custom code, configuration, documentation, templates, scripts, reports, or materials we create as part of professional services may be subject to separate ownership and licence terms in the relevant statement of work or written agreement. If no separate terms are agreed, we retain ownership of our pre-existing materials, tools, know-how, templates, scripts, methods, and general learning, and you receive a non-exclusive licence to use the deliverables for your internal business purposes in connection with Truly Analytics.

Professional services fees are non-refundable once the work has started, unless we agree otherwise in writing or applicable law requires otherwise.

20. Changes to these terms

We may update these terms from time to time.

If we make material changes, we may notify you by email, admin board notice, website notice, or another reasonable method.

Your continued use of TA after the updated terms take effect means you accept the updated terms.

21. Governing law

These terms are governed by the laws of England and Wales.

The courts of England and Wales will have exclusive jurisdiction over disputes relating to these terms, unless applicable law requires otherwise.

22. Contact

For questions about these terms, contact:

accounts@trulydigital.net