Terms of service

These terms govern your use of Measurebase. By creating an account or using the Service, you agree to them.

Dash Forward, trading as Measurebase
Zwanenbloem 57, 6661 LZ Elst (GLD), The Netherlands
Chamber of Commerce (KVK) number: 91017408
("Measurebase", "we", "us")

"You" or "Customer" means the organization on whose behalf the account is created. Together we are the "Parties".

1. What the Service is

Measurebase provides hosting for server-side Google Tag Manager. We run a tagging server on a subdomain you control, on infrastructure we operate in the Netherlands. Your tracking events route through that server to whatever destinations your own Google Tag Manager container specifies.

We host the transport layer. You decide what data your tags collect, where they send it, and on what legal basis. We have no visibility into or control over your tag configuration, and we do not act as a consent management platform.

2. Business use only

The Service is offered to businesses and professionals, not to consumers. By creating an account you confirm you are acting for purposes related to your trade, business, craft, or profession. Consumer rights that would otherwise apply to distance contracts, including the statutory 14-day right of withdrawal, do not apply.

You must be at least 18 years old and authorized to enter into this agreement on behalf of your organization.

3. Your account

You are responsible for the accuracy of the information you give us, for keeping your credentials confidential, and for everything done through your account. Enable two-factor authentication if your account matters to you; it is available on every plan.

You may invite team members and give them different access levels. You remain responsible for what they do. If you are an agency accessing a client's account, your client's own agreement with us governs that account.

Measurebase staff cannot access your account data unless you switch on Support access yourself. See our Privacy policy for how that works.

4. Plans, pricing, and payment

Current plans and prices are listed on the pricing page and form part of these terms. In summary: the Free plan covers one domain with a monthly request allowance; Solo is a flat-rate paid plan for one domain; Growth, Scale and Business are flat-rate paid plans covering multiple domains; Enterprise is negotiated separately.

All prices exclude VAT. VAT is added where applicable. If you supply a valid VAT number for an EU business outside the Netherlands, the reverse-charge mechanism may apply.

Payments are handled by Stripe. We accept card payments and, for customers in the Netherlands, iDEAL. Monthly plans are billed monthly in advance. Yearly plans are billed for a twelve-month term in advance at the discounted rate shown on the pricing page.

If a payment fails we will tell you and retry. If it remains unpaid we may suspend the Service after reasonable notice. We may charge statutory interest and reasonable collection costs on overdue amounts.

5. Quotas and what happens when you exceed one

Each plan includes a monthly request allowance. Read this section carefully, because the default behavior costs money.

By default, exceeding your allowance automatically upgrades your account to the next plan tier so that tracking never stops, and you are billed accordingly from that point. We designed it this way because silently losing conversion data is usually more expensive than a plan upgrade. We notify you by email whenever this happens.

You can switch auto-upgrade off at any time in your settings. If you do, exceeding your allowance pauses tracking for your domains until the next cycle begins or you upgrade manually. Data not collected during a pause cannot be recovered.

What counts toward your allowance is explained on the FAQ: broadly, every request reaching your tagging server, excluding bot and scanner traffic we filter out automatically.

6. Changing or cancelling your plan

You can upgrade, downgrade, or cancel at any time from your dashboard.

• Upgrades take effect immediately, with the price difference prorated for the remainder of the current period.
• Downgrades take effect at the end of your current billing period. You keep the higher tier until then.
• Cancellation takes effect at the end of your current billing period. For a yearly plan, that is the end of the twelve-month term you committed to.

Because cancellation runs to the end of a period you have already paid for, we do not refund the unused remainder by default. If something has genuinely gone wrong, talk to us — we would rather resolve it than stand behind a clause.

Before your account or a domain is deleted, we run an eligibility check and tell you about anything that needs resolving first, such as an outstanding invoice.

7. Your responsibilities

You agree that:

• You will use the Service lawfully, and comply with the GDPR and ePrivacy rules that apply to your own tracking, including obtaining any consent required from your visitors. Consent is your responsibility, not ours.
• You will not configure your tags to send special categories of personal data (Article 9 GDPR) through the Service.
• You will keep your DNS records accurate, and understand that tracking stops if you remove or misconfigure them.
• You will not use Auto Grant Consent, or any comparable testing feature, on real visitor traffic. It exists for tag verification only, and we alert you if it is left on.
• You have the right to use any domain you connect.

8. Acceptable use

You may not use the Service to transmit unlawful content, to attack or probe systems, to send deliberately inflated or fraudulent traffic, to circumvent plan limits, or to resell the Service except under our partner program.

If your usage threatens the stability of shared infrastructure or the service other customers receive, we may throttle or suspend it. Except in an emergency we will contact you first.

9. Availability and support

We aim to keep the Service continuously available and publish live status at status.measurebase.com. Outside of an Enterprise agreement with an explicit service level, the Service is provided without a guaranteed uptime commitment.

We may perform maintenance that briefly interrupts the Service, and will give advance notice where reasonably possible. Support is provided by the channel your plan includes.

10. Data protection

For personal data flowing through your tagging server you are the controller and we are the processor. Our Data Processing Agreement governs that relationship, applies to every plan including the free tier, and forms part of these terms.

How we handle your own data as a customer is described in our Privacy policy.

Request logs are retained for the period your plan provides and then permanently deleted. You can export them as CSV at any time within that window.

11. Intellectual property

We own the Measurebase platform, software, and brand. Nothing here transfers that to you; you receive a non-exclusive, non-transferable right to use the Service for the duration of your subscription.

You own your data. We claim no ownership of the tracking data flowing through your tagging server or of your configuration, and we do not use it for our own purposes.

If you send us feedback or suggestions, we may act on them freely and without obligation.

12. Warranties and liability

We provide the Service with reasonable skill and care. Beyond that, and to the extent the law allows, the Service is provided "as is" without further warranties.

Neither Party excludes liability for intentional misconduct, gross negligence, death or personal injury, or anything else that cannot lawfully be excluded.

[Liability cap to be set with counsel. A common formulation for SaaS of this size is to limit each Party's aggregate liability to the fees paid in the twelve months preceding the claim, and to exclude indirect and consequential loss including lost profits and lost data. Whether that is appropriate and enforceable here — particularly against the risk profile of an analytics service and the form in which this business is registered — is a legal judgment, not a template choice.]

13. Term, suspension, and termination

This agreement runs from account creation until terminated. You may terminate as described in Section 6.

We may suspend or terminate your account if you materially breach these terms and do not remedy it within a reasonable period after notice, if payment remains outstanding, or if we are legally required to. In the case of serious misuse we may suspend immediately.

On termination your right to use the Service ends. Sections that by their nature should survive — data protection, intellectual property, liability, and governing law — do.

14. Changes to the Service and to these terms

We develop the product continuously and may add, change, or remove features. We will not materially degrade a paid plan's core functionality during a term you have already paid for.

We may amend these terms. If a change materially affects you we will notify account holders by email at least 30 days beforehand. If you do not accept it, you may terminate before it takes effect; continuing to use the Service afterwards means you accept it.

15. Partner program

Agencies may join our partner program and earn a recurring share of the subscriptions they bring, paid quarterly. Program terms, including the applicable rate, are set out in the partner dashboard and in any separate partner agreement, which prevails over this section where they conflict.

16. Governing law and disputes

These terms are governed by Dutch law. If we cannot resolve a dispute together, it will be submitted to the competent court in the Netherlands. [Confirm the intended venue with counsel — typically the district court of the supplier's registered seat, which for us is in Gelderland.]

The UN Convention on Contracts for the International Sale of Goods does not apply.

17. Miscellaneous

If a provision is found unenforceable, the rest stays in force and the provision is replaced by one that comes closest to its original intent.

You may not transfer this agreement without our written consent. We may transfer it as part of a merger, acquisition, or sale of the business, and will tell you if that happens.

Your own general terms and conditions do not apply, even if you refer to them.

These terms, together with the DPA, the Privacy policy, and the pricing page, form the entire agreement between us.

18. Contact

Questions about these terms: hello@measurebase.com.