Last updated: 3 September 2026
1.1 These Terms of Service ("Terms") are a legal agreement between Able Digital Ltd, a company registered in England and Wales under company number 13065774, with its registered office at 124 City Road, London, England, EC1V 2NX ("Able", "we", "us"), and the business or organisation that creates an account or otherwise uses the Service ("Customer", "you").
1.2 The "Service" means the Able Customer Data Platform made available at app.ablecdp.com and www.ablecdp.com, including the tracking script, REST API, webhooks, integrations, dashboard, reports, documentation, and any related support or professional services (such as Assisted Setup) that we provide.
1.3 The following documents are incorporated into and form part of these Terms:
1.4 If there is a conflict between these documents, the following order of precedence applies: (a) an Order; (b) the DPA (in respect of personal data processing only); (c) these Terms; (d) the Pricing Page and documentation.
1.5 Business use only. The Service is provided solely for use by businesses and organisations. By accepting these Terms you confirm that you are acting in the course of a business, trade, or profession and not as a consumer. The person accepting these Terms confirms that they have authority to bind the Customer.
1.6 By creating an account, clicking to accept, or using the Service, you agree to these Terms. If you do not agree, do not use the Service.
2.1 You must provide accurate and complete registration information and keep it up to date.
2.2 You are responsible for maintaining the confidentiality of your login credentials, API keys, and tracking identifiers, and for all activity that occurs under your account, including activity by any users you invite. You must notify us promptly at mail@ablecdp.com if you become aware of any unauthorised use of your account.
2.3 All users of an account have access to all websites and data within that account. If you need separate access for different websites, clients, or teams, you should create separate accounts.
2.4 If you are an agency, consultant, or affiliate using the Service on behalf of a client, you are responsible for your client's compliance with these Terms, and you warrant that you have authority to configure tracking and integrations on your client's behalf.
3.1 We may offer a free trial for an evaluation period determined at our discretion, and may extend, shorten, or end a trial at any time. During a trial the Service is provided "as is" for evaluation purposes only and clauses 8.1 and 9.1 do not apply. Data collected during a trial is retained if you convert to a paid subscription and may otherwise be deleted after the trial ends.
4.1 Plans. The features, event quotas, and prices of each plan are set out on the Pricing Page or in your Order. Event volume is counted across all websites and sources connected to your account.
4.2 Billing. Subscriptions are billed in advance, either monthly or annually, according to the plan you select. Fees are quoted in US dollars unless otherwise stated in an Order and are exclusive of VAT and other applicable taxes, which will be added where required. If you are required by law to withhold any tax from a payment, you will increase the payment so that we receive the full amount invoiced.
4.3 Overage. If your usage exceeds the quota included in your plan, additional charges apply at the rates shown on the Pricing Page or in your Order. Overage is calculated per calendar month and billed in arrears, or as otherwise set out in your Order.
4.4 Automatic renewal. Subscriptions renew automatically for successive periods of the same length unless you cancel before the end of the current period (see clause 12).
4.5 Payment. You authorise us (and our payment processor) to charge the payment method on file for all fees due. Invoices not paid within 14 days of the due date may accrue interest at 4% per annum above the Bank of England base rate, and we may suspend the Service under clause 11 until payment is received.
4.6 Price changes. We may change our prices by giving you at least 30 days' written notice. Price changes take effect at the start of your next renewal period. If you do not accept a price change, you may cancel before it takes effect.
4.7 Refunds. Except where required by law or expressly stated in these Terms, fees are non-refundable and there are no refunds or credits for partial subscription periods, unused event quota, or downgrades.
4.8 Assisted Setup and professional services. Assisted Setup, custom integrations, and other professional services are provided on the terms of the applicable Order. Unless the Order states otherwise, professional-service fees are payable in advance and are non-refundable once work has begun. Any premium support period included with Assisted Setup runs from the date setup is completed.
5.1 Your website and tracking implementation. You are responsible for installing the tracking script, configuring integrations, webhooks, and API calls, and for the accuracy of the data you send to us. Although we provide guidance and support, you remain responsible for verifying that tracking is working as you intend.
5.2 Third-party platforms. The Service connects to third-party platforms and services such as Google Analytics, Google Ads, Meta, TikTok, Stripe, Shopify, HubSpot, Salesforce, and Google BigQuery ("Third-Party Platforms"). You are responsible for:
We do not control Third-Party Platforms. They may change or withdraw their APIs, change how they attribute conversions, or reject or discard data at any time, and we are not responsible for any resulting loss of functionality or data.
5.3 Acceptable use. You must not, and must not allow anyone else to:
5.4 Data quality and backups. The Service is an attribution and data-connectivity platform, not a system of record or a backup service. You should keep your own primary records of customers, leads, transactions, and revenue in the systems where they originate (for example, your payment system, e-commerce platform, or CRM). We recommend that you regularly export data that is important to you, for example via the BigQuery integration or the API.
6.1 Definitions. In this clause, "controller", "processor", "personal data", and "processing" have the meanings given in the UK GDPR and, where applicable, the EU GDPR. "Customer Data" means all data that you, your website visitors, your end customers, or connected Third-Party Platforms submit to or generate in the Service on your behalf, including tracking events, identifiers, contact details, and conversion and transaction data.
6.2 Able is a processor of Customer Data. As between you and Able:
6.3 Able is a controller of account data. We are the controller of personal data relating to your own personnel that we collect to operate your account, bill you, provide support, and communicate with you. That processing is described in our Privacy Policy.
6.4 Your compliance obligations as controller. You are solely responsible for determining whether the Service may lawfully be used for your business and your data, and for complying with all laws that apply to you as controller, including the UK GDPR, EU GDPR, PECR and ePrivacy rules on cookies and similar technologies, US state privacy laws, and any sector-specific laws such as HIPAA. This includes establishing a lawful basis, providing privacy notices, obtaining and honouring consents, configuring the Service and your integrations accordingly, handling data subject requests, and ensuring the data you submit to us and to Third-Party Platforms is accurate and lawfully shared.
6.5 No sector-specific agreements by default. Your subscription does not create a HIPAA Business Associate Agreement or any other sector-specific compliance agreement. Such agreements apply only if signed separately by both parties. If your data requires one, you must obtain it from us before submitting that data.
6.6 Data location and sub-processors. Customer Data is stored and processed on infrastructure located in the United Kingdom. Our current sub-processors are listed in the Privacy Policy and the DPA sets out how we notify changes.
6.7 Security. We will maintain appropriate technical and organisational measures to protect Customer Data. You acknowledge that no method of transmission or storage is completely secure and that you are responsible for the security of your own systems, credentials, and website.
6.8 Aggregated data. We may collect and use data derived from the operation of the Service in aggregated and de-identified form (for example, event volumes, integration error rates, and attribution match rates) to operate, secure, benchmark, and improve the Service, provided that such data does not identify you, your customers, or any individual.
7.1 Our rights. We and our licensors own all rights in the Service, including its software, tracking script, documentation, interfaces, and any improvements or derivative works. Subject to these Terms, we grant you a non-exclusive, non-transferable, revocable licence during your subscription to install the tracking script on websites you own or control and to use the Service for your internal business purposes (and, where you are an agency or affiliate, for the purposes of your clients).
7.2 Your rights. You retain all rights in Customer Data. You grant us a worldwide, non-exclusive licence to host, copy, transmit, process, and display Customer Data solely as needed to provide the Service to you, to comply with law, and as otherwise permitted by these Terms and the DPA.
7.3 Feedback. If you provide suggestions or feedback about the Service, we may use them without restriction or obligation to you.
7.4 Trademarks. "Able CDP", "Able Customer Data Platform", and our logos are our trademarks. You may not use them without our prior written consent, except that we may identify you as a customer by name and logo in our marketing materials unless you ask us in writing not to.
8.1 Availability. We will use commercially reasonable efforts to make the Service available and to process events promptly. Unless an uptime commitment is set out in an Order (for example, on a Volume plan with an SLA), we do not guarantee any particular level of availability, latency, or event-processing time, and the remedies in that SLA are your sole remedy for any failure to meet it.
8.2 Planned maintenance. We may suspend the Service for planned maintenance and will try to schedule maintenance outside UK business hours where practicable.
8.3 Support. We provide support by email and through the Service during UK business hours. Priority support and response-time commitments are available only where stated in an Order.
8.4 Changes to the Service. We may modify, add, or remove features of the Service, including integrations, from time to time. We will give reasonable notice of any change that materially reduces the core functionality of your plan, and if you reasonably object you may terminate under clause 12.3.
8.5 Beta features. We may offer features labelled beta, preview, early access, or similar. These are provided for evaluation, may be changed or withdrawn without notice, and are excluded from any service-level or warranty commitments.
9.1 Our warranties. We warrant that (a) we have the right to provide the Service; (b) the Service will perform materially in accordance with its documentation; and (c) we will provide professional services with reasonable skill and care. Your sole remedy for breach of warranty (b) is that we will use reasonable efforts to correct the non-conformity or, if we cannot do so within a reasonable time, you may terminate the affected subscription and receive a pro-rata refund of prepaid fees for the remainder of the term.
9.2 Attribution and data accuracy. Marketing attribution depends on many factors outside our control, including browser privacy features, ad blockers, consent choices, the behaviour of Third-Party Platforms, and the correctness of your implementation. Any match rates, attribution percentages, or similar figures on our website or in our materials are illustrative of typical results and are not warranties. We do not warrant that the Service will attribute every conversion, that attribution will be complete or free of error, or that data sent to Third-Party Platforms will be accepted, matched, or reported by them in any particular way. You are responsible for decisions you make on the basis of data provided by the Service.
9.3 Disclaimer. EXCEPT AS EXPRESSLY SET OUT IN THESE TERMS, AND TO THE FULLEST EXTENT PERMITTED BY LAW, THE SERVICE IS PROVIDED "AS IS" AND WE EXCLUDE ALL OTHER WARRANTIES, CONDITIONS, AND TERMS, WHETHER EXPRESS, IMPLIED, OR STATUTORY, INCLUDING ANY IMPLIED WARRANTIES OF MERCHANTABILITY, SATISFACTORY QUALITY, FITNESS FOR A PARTICULAR PURPOSE, AND NON-INFRINGEMENT, AND ANY WARRANTIES ARISING FROM COURSE OF DEALING OR USAGE OF TRADE. WE DO NOT WARRANT THAT THE SERVICE WILL BE UNINTERRUPTED OR ERROR-FREE.
9.4 Legal compliance is not warranted. We do not warrant that your use of the Service will comply with any law or Third-Party Platform policy applicable to you. Nothing we provide (including documentation, support, or Assisted Setup) constitutes legal advice.
10.1 Liability that cannot be excluded. Nothing in these Terms excludes or limits either party's liability for (a) death or personal injury caused by negligence; (b) fraud or fraudulent misrepresentation; (c) any liability that cannot lawfully be excluded or limited; or (d) your indemnity in clause 13. Nothing in these Terms limits your obligation to pay fees due.
10.2 Excluded losses. SUBJECT TO CLAUSE 10.1, NEITHER PARTY WILL BE LIABLE TO THE OTHER, WHETHER IN CONTRACT, TORT (INCLUDING NEGLIGENCE), BREACH OF STATUTORY DUTY, OR OTHERWISE, FOR ANY:
IN EACH CASE HOWEVER ARISING AND EVEN IF THE PARTY WAS ADVISED OF THE POSSIBILITY OF SUCH LOSS.
10.3 Data loss and unavailability. Subject to clause 10.1, we will not be liable for any loss, corruption, or unavailability of Customer Data, or for any interruption or unavailability of the Service, except to the extent directly caused by our breach of these Terms or the DPA, and then only within the cap in clause 10.4. You acknowledge that the pricing of the Service reflects this allocation of risk and that clause 5.4 sets out your responsibility for maintaining primary records and exports.
10.4 Cap. SUBJECT TO CLAUSE 10.1, EACH PARTY'S TOTAL AGGREGATE LIABILITY ARISING OUT OF OR IN CONNECTION WITH THESE TERMS AND THE SERVICE, WHETHER IN CONTRACT, TORT (INCLUDING NEGLIGENCE), BREACH OF STATUTORY DUTY, OR OTHERWISE, WILL NOT EXCEED THE TOTAL FEES PAID OR PAYABLE BY YOU TO US UNDER THESE TERMS IN THE TWELVE (12) MONTHS IMMEDIATELY BEFORE THE EVENT GIVING RISE TO THE CLAIM (OR, IF THE CLAIM ARISES DURING A FREE TRIAL OR WHERE NO FEES HAVE BEEN PAID, USD 100).
10.5 Time limit for claims. To the extent permitted by law, any claim against us must be brought within twelve (12) months of the date the claimant became aware, or ought reasonably to have become aware, of the facts giving rise to it.
10.6 Reasonableness. The parties agree that the limitations in this clause 10 are reasonable in light of the fees charged, the availability of insurance, the nature of the Service as a data-connectivity and attribution tool rather than a system of record, and your ability to maintain your own records and backups.
11.1 We may suspend your access to all or part of the Service, with notice where practicable, if:
11.2 We will lift a suspension promptly once the cause is resolved. Suspension does not relieve you of your obligation to pay fees for the suspension period unless the suspension was caused by our error.
12.1 Term. These Terms apply from the date you create an account and continue until all subscriptions have expired or been terminated.
12.2 Cancellation by you. You may cancel a subscription at any time from within the Service or by written notice to mail@ablecdp.com. Cancellation takes effect at the end of the current billing period; you will retain access until then and no further renewal fees will be charged. Prepaid fees are not refunded except as provided in clauses 4.6, 8.4, 9.1, and 12.3.
12.3 Termination for breach or insolvency. Either party may terminate these Terms immediately by written notice if the other party (a) commits a material breach that is not remedied within 30 days of notice; or (b) becomes insolvent, enters administration or liquidation, or suffers an equivalent event in any jurisdiction. If you terminate under this clause because of our breach, we will refund any prepaid fees for the period after termination.
12.4 Effect of termination. On termination or expiry: (a) your licence to use the Service and the tracking script ends and you must remove the tracking script from your websites; (b) all fees accrued up to termination become immediately due; and (c) clauses 4, 6.8, 7, 9.3, 10, 12.4, 12.5, 13, 14, 15, and 16 survive.
12.5 Return and deletion of Customer Data. During the Term you may export Customer Data via the Service, the API, or the BigQuery integration. After that period we may delete Customer Data in accordance with the DPA, except where we are required by law to retain it or where it is held in routine backups that are overwritten in the ordinary course (in which case it remains protected by the DPA until deleted).
13.1 By you. You will defend, indemnify, and hold harmless Able and its officers, employees, and contractors from and against all claims, losses, damages, fines, costs, and expenses (including reasonable legal fees) arising out of or relating to (a) Customer Data or your website visitors' or end customers' data, including any claim that its collection, processing, or transfer to a Third-Party Platform breaches applicable law or infringes any right; (b) your breach of clause 5 or clause 6; or (c) any claim by your client (where you act as an agency or affiliate) or by a Third-Party Platform relating to your use of the Service.
13.2 Procedure. We will notify you promptly of any claim, allow you to control the defence and settlement (provided no settlement admits fault on our behalf or imposes obligations on us without our consent), and provide reasonable assistance at your expense.
14.1 Each party will keep confidential all non-public information disclosed by the other in connection with these Terms, use it only for the purposes of these Terms, and disclose it only to personnel and advisers who need to know it and are bound by equivalent obligations. Customer Data is your confidential information; the Service, its pricing beyond the Pricing Page, and our security documentation are ours.
14.2 These obligations do not apply to information that is or becomes public through no fault of the recipient, was already lawfully known to the recipient, is independently developed, or must be disclosed by law or court order (in which case the recipient will give the discloser reasonable notice where lawful to do so). They continue for five years after termination, and indefinitely for personal data and trade secrets.
15.1 Changes to these Terms. We may update these Terms from time to time. We will give at least 30 days' notice of material changes by email or through the Service. Changes take effect at the start of your next renewal period, or on the date stated in the notice if later. If you do not accept a material change, you may cancel before it takes effect. Continued use after the effective date constitutes acceptance.
15.2 Force majeure. Neither party is liable for any failure or delay caused by events beyond its reasonable control, including failure of Third-Party Platforms, internet or hosting providers, power supply, or telecommunications; cyber-attacks; industrial action; government action; epidemic; or natural disaster. This clause does not excuse payment obligations.
15.3 Assignment. You may not assign or transfer these Terms without our prior written consent, not to be unreasonably withheld. We may assign these Terms to an affiliate or to a successor in connection with a merger, acquisition, or sale of assets, and may subcontract our obligations provided we remain responsible for performance.
15.4 Notices. Notices to us must be sent to mail@ablecdp.com. Notices to you will be sent to the email address on your account. Notices are deemed received on the next business day after sending.
15.5 Entire agreement. These Terms (including the documents incorporated by clause 1.3) constitute the entire agreement between the parties regarding their subject matter and supersede all prior agreements, representations, and understandings. Each party confirms it has not relied on any statement not set out in these Terms, but nothing in this clause limits liability for fraud.
15.6 Waiver and severability. No failure or delay in exercising a right is a waiver of it. If any provision of these Terms is held to be invalid or unenforceable, it will be modified to the minimum extent necessary to make it enforceable (or severed if that is not possible) and the remaining provisions will continue in full force.
15.7 Third-party rights. No one other than the parties has any right under the Contracts (Rights of Third Parties) Act 1999 to enforce these Terms.
15.8 Relationship. The parties are independent contractors. Nothing in these Terms creates a partnership, joint venture, agency, or employment relationship.
15.9 Export and sanctions. You must not use the Service in breach of UK, EU, or US export-control or sanctions laws, and you confirm that you are not located in, or owned or controlled by a person located in, a country or on a list subject to such sanctions.
16.1 These Terms and any dispute or claim (including non-contractual disputes or claims) arising out of or in connection with them or their subject matter are governed by the laws of England and Wales.
16.2 The courts of England and Wales have exclusive jurisdiction to settle any such dispute or claim, and each party irrevocably submits to that jurisdiction, except that we may seek injunctive relief or enforce a judgment in any court of competent jurisdiction.
16.3 Before commencing proceedings, the parties will attempt in good faith to resolve any dispute through discussion between senior representatives for at least 30 days from written notice of the dispute.
16.4 To the extent permitted by law, each party waives any right to a jury trial and agrees that disputes will be resolved on an individual basis and not as a class or representative action.
Able Digital Ltd (trading as Able CDP)
Company No: 13065774
Registered Address:
124 City Road, London, England, EC1V 2NX