Terms of Service

Last Updated 6th October 2025.

These Terms of Service (“Terms”) govern access to and use of the Ad Causal platform, website, APIs, and related services (the “Services”) provided by Ad Causal (“Ad Causal”, “we”, “us”, “our”). By creating an account, clicking “accept”, executing an order form, or using the Services, the entity you represent (“Customer”, “you”) agrees to these Terms. If you do not agree, do not use the Services.

1. Definitions

• Order Form: a mutually executed or online-accepted order, quote, or checkout confirming the subscription plan and/or metered usage parameters (including rates, thresholds, caps), scope, benefits, fees, billing cycle, auto-renewal terms, and term. If Customer accesses the Services without a mutually executed Order Form, the applicable plan and usage rates are those shown in checkout or the in-product rate card.
• Usage: billable metered events recorded by Ad Causal's systems (including Stripe Billing Meters) that correspond to an experiment or other chargeable action. Usage for an experiment becomes billable when the experiment completes and its final results are deemed statistically significant (based on the confidence level configured prior to scheduling, currently p < 0.05). Usage may be posted to billing after a reasonable processing delay.
• Statistical Significance: the state in which an experiment's results meet the configured confidence threshold (for example, p < 0.05 or another level set during configuration) as determined by Ad Causal's automated or manual inference process. Only experiments achieving statistical significance generate billable Usage unless otherwise agreed in an Order Form.
• Authorised Users: your personnel, employees, representatives or contractors permitted to access the Services.
• Customer Input Data: data, content, configurations, credentials, and materials you upload or otherwise provide directly to the Services.
• Connected Platform Data: data retrieved from your connected third-party platforms (e.g., Meta, Google, TikTok, Shopify, Amazon) via APIs/integrations using your credentials.
• Customer Data: collectively, Customer Input Data and Connected Platform Data (i.e., raw data originating from Customer or Customer's systems).
• Derived Data: any data, copies, normalisations, feature vectors, embeddings, transformations, enrichments, labels, indexes, logs, telemetry, and other artifacts created, generated, or captured by the Services from or in connection with Customer Data (including operational copies and intermediate files).
• Service-Generated Data: outputs produced by the Services (whether initiated automatically or manually, by Ad Causal, or by a Customer action), including analyses, models, results, metrics, benchmarks, forecasts, recommendations, and reports.
• Aggregated Data: statistics, benchmarks, and other compilations that combine or are derived from Customer Data and/or other data. Aggregated Data may remain attributable to identifiable businesses and is not promised to be anonymised.
• Ad Causal Materials: the Services, software, algorithms, models, data structures, Documentation, UI/UX, know-how, inventions, and all improvements, modifications, and derivative works thereof.
• Documentation: usage guides, tutorials, SDKs, and technical docs we provide.

2. Scope; Access & Account

• Limited Access Licence. Subject to these Terms and an active Order Form, Ad Causal grants Customer a limited, non-exclusive, non-transferable, revocable licence for Authorised Users to access and use the Services solely for Customer's internal business purposes during the subscription term. No ownership rights in the Services or any Ad Causal Materials are transferred to Customer; all rights not expressly granted are reserved by Ad Causal.The Services and Ad Causal Materials are licensed, not sold. No title or other proprietary interest passes to Customer by use, access, download, or otherwise.All Customer access licences to the Services automatically terminate upon expiry or termination of the subscription or these Terms, and may be revoked by Ad Causal at any time as provided herein.
• Reservation of Rights. Except for the limited access licence above, Ad Causal and its licensors retain all right, title, and interest in and to the Services, software, Documentation, algorithms, models, UI/UX, and all other Ad Causal Materials.No implied licences are granted, and no rights arise by estoppel, exhaustion, or otherwise.
• Account Security. Customer is responsible for safeguarding credentials, configuring roles, and all activity under its accounts. Customer will promptly notify Ad Causal of unauthorised access or suspected misuse.
• Third-Party Terms. Use of connected third-party platforms remains subject to their terms. Customer is responsible for obtaining/maintaining any required consents and ensuring compliance.
• Customer confirms the contemplated access and processing arepermitted by each connected platform's terms and instructs Ad Causal accordingly; Ad Causal may decline actions that would breach platform terms.

Customer acquires no ownership interest in any Ad Causal Materials, Derived Data, Service-Generated Data, or Aggregated Data by virtue of using the Services or viewing outputs.

3. Acceptable Use

Customer shall not, and shall not permit any person to, directly or indirectly (including by automated means), do any of the following (each a Prohibited Use):

• Reverse engineer, decompile, disassemble, or otherwise attempt to derive source code or underlying ideas of the Services (except to the extent such restriction is prohibited by applicable law).
• Circumvent or attempt to circumvent any technical or usage controls, authentication, rate limits, quotas, or metering.
• Probe, scan, or test the vulnerability of any system or network, or interfere with, disrupt, or degrade the operation or security of the Services (including DoS/DDoS, load or stress testing) without Ad Causal's prior written consent.
• Scrape, harvest, pre-fetch, cache, bulk export, or otherwise access, copy, or collect data beyond the functionality expressly exposed by the Services or permitted APIs.
• Upload, transmit, or introduce malware, viruses, or harmful code; or use the Services to violate law, privacy, or third-party rights (including platform terms for connected accounts).
• Share, sell, resell, rent, lease, sublicense, timeshare, or otherwise provide access to the Services to any third party except as expressly permitted in an Order Form.
• Use the Services, outputs, or data (including Service-Generated, Derived, or Aggregated Data) to create, train, or improve (directly or indirectly) any competing product or service, or to conduct or publish competitive benchmarking without Ad Causal's prior written consent.
• Remove, obscure, or alter any proprietary notices, or misuse Ad Causal's trademarks or branding.
• Share credentials or fail to maintain reasonable security over accounts; allow access by anyone other than Authorised Users; or exceed capacity/usage allocations.

Any Prohibited Use is a material breach. Ad Causal may monitor usage for compliance and may suspend or terminate access immediately under Section 14, without refund, in addition to any other remedies.

4. Data & IP Rights

• Ownership of Raw Data. As between the parties, Customer retains ownership of Customer Data. Ad Causal does not claim ownership of Customer Data.
• Perpetual Licence to Customer Data. Customer grants Ad Causal a perpetual, irrevocable (to the maximum extent permitted by law), worldwide, royalty-free, transferable, and sublicensable licence to access, ingest, retrieve, copy, store, process, use, transmit, display, modify, and create derivative works from Customer Data to:
  1. provide, operate, maintain, support, secure, and enforce the Services;
  2. run automated syncs, recalculations, experiments, holdouts, pacing/budget/targeting adjustments, benchmarking, and background processing independent of manual instruction;
  3. develop, train, test, and improve methodologies, features, models, algorithms, and new services;
  4. generate, use, and commercialise Derived Data, Service-Generated Data, and Aggregated Data; improve the performance, quality, and outcomes of the Services for Customer and for other customers (including current and future products/services); and
  5. comply with law and resolve disputes.
  This licence survives any suspension, expiration, or termination of these Terms and any Order Form, including for backups, logs, Derived Data, Service-Generated Data, and Aggregated Data.
• Ad Causal Ownership. As between the parties, Ad Causal exclusively owns Derived Data, Service-Generated Data, Aggregated Data, and all Ad Causal Materials, together with all related intellectual property rights.Customer acknowledges there is no joint ownership in any Ad Causal Materials, Derived Data, Service-Generated Data, or Aggregated Data. To the extent Customer or its personnel, contractors, or users ever acquire any right, title, or interest in any of the foregoing by operation of law or otherwise, Customer hereby irrevocably assigns (and agrees to assign) all such right, title, and interest to Ad Causal without further consideration.
• Customer's Limited Licence to Outputs. During the subscription term, Customer receives a limited, non-exclusive, non-transferable, revocable licence to access and internally use Service-Generated Data made available to Customer via the Services solely for Customer's internal business purposes.This licence conveys no ownership or vesting of IP and automatically terminates upon expiry or termination of the subscription or these Terms.
• Credentials & APIs. Customer authorises Ad Causal to use Customer's API keys, tokens, and credentials to access connected services on Customer's behalf and retrieve/modify data to deliver the Services.
• Customer Responsibilities. Customer represents and warrants it has provided all notices and obtained all rights and consents necessary for Ad Causal's receipt and processing of Customer Data (including from connected platforms) as contemplated herein and in the Privacy Policy.
• No Implied Rights; Precedence. Except for the limited licences expressly granted, no other rights (by implication, estoppel, or otherwise) are granted to Customer in the Services and any Ad Causal Materials, Derived Data, Service-Generated Data, or Aggregated Data.

5. Third-Party Services

The Services integrate with third-party platforms. We do not control and are not responsible for those platforms, their availability, or their terms. Changes by third parties may impact the Services. You authorise necessary sharing of Customer Data to and from such platforms to enable the Services.

5A. Campaign Controls & Explicit Authorisation

• Authorisation. Customer expressly authorises Ad Causal and the Services to create, modify, pause, resume, allocate, and/or shift advertising budgets; adjust bids, pacing, targeting (including geographic targeting), placements, creatives, naming, and schedules; enable or disable campaigns, ad sets, and ads; and otherwise act on Customer's connected advertising and ecommerce accounts for the purpose of delivering experiments, holdouts, measurements, and optimisations.
• Automation; No Prior Notice Required. Customer acknowledges and agrees that such actions may be performed automatically by the Services and/or by Ad Causal without prior notice or separate approval, including outside of business hours, to implement experiments, holdouts, pacing/budget/targeting changes, and optimisations.
• Platform Rules. Customer remains responsible for compliance with third-party platform terms and applicable law.
• No Fiduciary Duty. Ad Causal does not owe Customer a fiduciary duty, duty to maximize profits, or duty of best efforts; experimentation and optimisations are performed on an “AS IS” basis.

6. Fees, Billing & Taxes

• Merchant/Processor & Continuing Authority. Purchases may be processed by Polar Software Inc. and/or Stripe, Inc.. Customer grants a continuing, card-not-present authorisation for Ad Causal/Polar/Stripe to automatically charge any stored payment method for subscriptions, Usage, taxes, and authorised fees at cycle end, on thresholds, or invoice due dates, including after cancellation for accrued amounts, Usage that later becomes billable, and final settlement. Ad Causal may split or aggregate charges, and may place reasonable pre-authorisations, holds, or deposits to verify payment method validity or anticipated Usage.
• Saved Payment Methods & Authorised Charges. By saving or providing a payment method (including via checkout, billing settings, or an integration), Customer expressly consents to Ad Causal/Polar/Stripe storing, tokenising, and re-using that method for all authorised purposes under these Terms, including recurring subscription fees, metered Usage, top-ups, deposits, taxes, and any other amount lawfully due. Removal or expiry of a payment method does not affect obligations already incurred.
• Timing & Posting. Subscription fees are billed on or about the first day of each billing period. Usage becomes billable only once the corresponding experiment completes and achieves statistical significance under the configured confidence level (currently p < 0.05) and will be invoiced thereafter or offset against any available credits. Usage may be posted or invoiced after a reasonable processing delay.
• Credits & Application Order. Granted, promotional, or pre-paid credits apply first to eligible Usage under the relevant price or plan. Any Usage beyond available credits will be billed according to the active subscription or Order Form. If none applies, Usage will be charged at USD $600 per experiment (or local-currency equivalent) plus applicable taxes.
• Subscriptions & Auto-Renewal. Subscriptions automatically renew unless cancelled before the renewal date. Scheduling an experiment constitutes an order for the corresponding Usage. Usage is incurred only if and when the experiment completes and becomes billable under these Terms.
• Cancellation & Failed Experiments. Cancelling a scheduled experiment is effective only upon in-product confirmation before the experiment begins. If an experiment fails to complete solely due to Ad Causal's systems, no Usage will be charged. If the experiment completes and reaches statistical significance, the Usage is payable even if the subscription has been cancelled or payment method removed.
• Final Settlement & Post-Cancellation Charges. Customer authorises Ad Causal and its processors to charge any stored or successor payment method for accrued but unbilled subscription fees and billable Usage, including Usage for experiments that complete after cancellation. This authorisation survives cancellation or termination until all amounts are paid in full.
• Usage Verification. Ad Causal's logs, meter records, and statistical determinations are conclusive evidence of Usage and billing triggers, absent manifest error.
• Payment Method Continuity. Customer must maintain at least one valid payment method while any amounts remain outstanding or any experiment is scheduled. Removal or invalidation of a method does not waive accrued obligations. Ad Causal may suspend access until payment is received and may take lawful steps to recover amounts due.
• Taxes. Fees are exclusive of GST/VAT and other applicable taxes unless expressly stated otherwise. Customer is responsible for applicable taxes, duties, and levies.
• No Set-Off; Chargebacks; Disputes. Customer may not set off or withhold undisputed amounts. Chargebacks or reversals do not extinguish valid obligations, and Customer is liable for associated processor fees. Any fee or Usage dispute must be submitted in writing within 30 days of the charge or invoice date, failing which the charge is deemed accepted.
• Delinquency, Interest & Recovery Costs. Overdue amounts accrue interest at the lesser of 1.5% per month or the maximum rate permitted by law. Ad Causal may suspend or terminate access for non-payment and may recover all reasonable costs of enforcement, including collection agency fees, court costs, and attorneys' fees. Customer acknowledges that these remedies are cumulative and survive termination.
• Acceleration. Upon suspension, termination, or material breach, all unpaid subscription fees and accrued but unbilled Usage become immediately due and payable in full.

7. Service Changes; Beta; Availability

• We may modify features or components of the Services. Material negative changes will be communicated with reasonable notice when practicable.
• Beta/preview features are provided “as is”, may be discontinued, and may not be supported.
• Unless an SLA is explicitly agreed in an Order Form, no uptime commitment is provided.

7A. No Professional Advice; No Reliance

The Services and any outputs (including recommendations, models, or reports) are for informational purposes only and do not constitute legal, financial, accounting, or marketing advice. Customer is solely responsible for decisions made in reliance on the Services and outputs.

8. Feedback

If Customer provides suggestions or feedback, Customer grants Ad Causal a perpetual, irrevocable, worldwide, royalty-free licence to use and exploit such feedback without restriction.

9. Confidentiality

Each party may receive non-public information marked or reasonably understood as confidential (“Confidential Information”). The receiving party will use at least reasonable care and only use it to perform under these Terms. Exclusions: information that is public, independently developed, or rightfully received from a third party. Disclosures required by law are permitted with prompt notice (where lawful). Customer Data is Customer's Confidential Information; non-public details of the Services are Ad Causal's Confidential Information.

10. Security

We implement reasonable technical and organisational safeguards. No system is 100% secure, and we do not warrant absolute security. You are responsible for secure configuration of your accounts, users, and integrations.

11. Warranties & Disclaimers

• Authority. Each party has authority to enter into these Terms.
• Customer Compliance. Customer's provision and use of Customer Data (including via connected platforms) and use of the Services comply with law and third-party terms.
• Experimentation Disclaimer. Customer acknowledges that geo experiments, holdouts, budget/pacing adjustments, and related methodologies may reduce or pause advertising in certain regions or channels and may affect revenue, profitability, or performance, including producing inconclusive results.
• AS IS / AS AVAILABLE. EXCEPT AS EXPRESSLY STATED, THE SERVICES, DOCUMENTATION, AND OUTPUTS ARE PROVIDED “AS IS” AND “AS AVAILABLE” WITHOUT WARRANTIES OF ANY KIND (INCLUDING MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, NON-INFRINGEMENT, ACCURACY, OR RESULTS).

11A. Experimentation Risks; Waiver & Assumption of Risk

• Assumption of Risk. Customer assumes all risks arising from experiments, holdouts, geo split testing, pacing/budget changes, and any automated or manual adjustments performed by or through the Services.
• Waiver. To the maximum extent permitted by law, Customer waives any claims against Ad Causal (and its affiliates/personnel) for losses, lost sales, lost revenue, lost profits, opportunity costs, goodwill impacts, or other damages arising from or related to experiments, holdouts, pauses or enable/disable actions, budget/placement/targeting changes, automated or manual adjustments, statistically insignificant or inconclusive results, or decisions Customer makes based on outputs or recommendations, even if Ad Causal was advised of the possibility of such damages.
• Customer Control. Customer remains solely responsible for campaign settings, targeting, budgets, approvals, and compliance with platform rules.

12. Indemnities

• By Ad Causal. We will defend and indemnify Customer against third-party claims alleging that the Services, as provided by Ad Causal, directly infringe a patent, copyright, or trade mark, except to the extent arising from (i) combinations not supplied by us; (ii) Customer Data or instructions; (iii) use contrary to Documentation/Terms; or (iv) use after notice of alleged infringement. Our remedies may include procuring rights, modifying/replacing the Services, or terminating affected features with a pro-rata refund of prepaid unused fees.
• By Customer. Customer will defend and indemnify Ad Causal and its affiliates against claims, damages, liabilities, costs, and expenses (including reasonable legal fees) arising out of or relating to: (i) Customer Data (including data from connected platforms) and its contemplated use; (ii) Customer's use of the Services; (iii) experimentation/holdouts, budget or pacing changes, or campaign outcomes; (iv) breach of law or third-party terms; or (v) breach of these Terms.

13. Liability

• Exclusion of Damages. TO THE MAXIMUM EXTENT PERMITTED BY LAW, NEITHER PARTY IS LIABLE FOR INDIRECT, SPECIAL, INCIDENTAL, CONSEQUENTIAL, EXEMPLARY, OR PUNITIVE DAMAGES; LOSS OF PROFITS, REVENUE, GOODWILL, OR ANTICIPATED SAVINGS; BUSINESS INTERRUPTION; OR LOSS/INACCURACY/UNAVAILABILITY OF DATA, EVEN IF ADVISED OF THE POSSIBILITY. Without limitation, Ad Causal has no liability for any lost revenue, profit or performance due to geo holdouts, budget/placement/targeting changes, campaign enable/disable actions, or inconclusive experiment results.
• Cap. EXCEPT FOR (A) CUSTOMER'S PAYMENT OBLIGATIONS; (B) CUSTOMER'S INDEMNITY OBLIGATIONS; AND (C) CUSTOMER'S BREACH OF SECTION 3 (ACCEPTABLE USE) OR SECTION 9 (CONFIDENTIALITY), EACH PARTY'S AGGREGATE LIABILITY UNDER THESE TERMS IS LIMITED TO THE AMOUNTS PAID OR PAYABLE BY CUSTOMER FOR THE SERVICES IN THE TWELVE (12) MONTHS PRECEDING THE EVENT GIVING RISE TO LIABILITY.
• Third-Party Platforms. Ad Causal has no liability for any change, outage, policy enforcement, data loss, or behaviour of connected platforms (e.g., Meta, Google, TikTok, Shopify, Amazon) affecting the Services, Customer campaigns, or results.
• Nothing in this Section excludes or limits liability to the extent such exclusion or limitation is not permitted by law; in such case, this Section applies to the maximum extent permitted.

14. Term; Suspension; Termination

• Term. The subscription term is stated in the Order Form and auto-renews unless cancelled.
• Suspension. We may suspend access for security or legal risk, material breach, non-payment after 7 days' notice, misuse, or risk thresholds.
• Termination for Cause. Either party may terminate for material breach not cured within 30 days' written notice (7 days for non-payment).
• Termination for Convenience by Ad Causal. Ad Causal may terminate the Services or any Order Form for any reason upon notice. If not due to Customer breach, we will provide a pro-rata refund of prepaid fees for the unused portion of the then-current subscription term (usage fees excluded).
• Effect. Upon termination/expiry, access ceases. Upon written request within 30 days, we will export available Customer Data in a reasonable industry format; thereafter we may delete it, except we may retain backups, logs, and any Derived Data, Service-Generated Data, and Aggregated Data, and any data required by law or for legitimate business purposes (e.g., audit, dispute resolution).

15. Publicity

We may identify Customer as a customer (name and logo) in lists and marketing materials. We will respect any reasonable trademark usage guidelines you provide and cease such use upon reasonable written request.

16. Export & Sanctions Compliance

You represent you are not subject to sanctions or on restricted lists and will not use the Services in prohibited jurisdictions or for prohibited end uses under applicable export/sanctions laws.

17. Modifications

We may update these Terms prospectively. Material changes that reduce your rights will be notified in advance where practicable and take effect on renewal or 30 days after notice for month-to-month plans. Continued use after the effective date constitutes acceptance.

18. Governing Law; Disputes

• These Terms are governed by the laws of Western Australia. The parties submit to the exclusive jurisdiction of the courts of Western Australia, Australia.
• Before litigation, senior representatives will attempt good-faith resolution for at least 30 days following written notice of dispute.

18A. Class Action Waiver; Jury Waiver

TO THE FULLEST EXTENT PERMITTED BY LAW, EACH PARTY AGREES THAT ANY CLAIMS WILL BE BROUGHT ONLY IN ITS INDIVIDUAL CAPACITY AND NOT AS A PLAINTIFF OR CLASS MEMBER IN ANY PURPORTED CLASS, COLLECTIVE, CONSOLIDATED, REPRESENTATIVE, OR MASS ACTION. TO THE EXTENT A JURY TRIAL WOULD OTHERWISE BE AVAILABLE, THE PARTIES WAIVE ANY RIGHT TO A JURY TRIAL.

19. Miscellaneous

• Entire Agreement. These Terms, the Privacy Policy, and any Order Form comprise the entire agreement and supersede prior agreements on the subject.
• Severability; Read-Down & Reformation. If any provision (or part of a provision) of these Terms is held invalid, illegal, or unenforceable, the parties intend and agree that (a) it will be enforced to the maximum extent permitted by law; (b) the court or tribunal shall modify (“read down”) the offending provision to the minimum extent necessary to make it valid and enforceable while preserving its original intent; and (c) if such modification is not permitted, only the offending provision or part will be severed and the remainder will continue in full force and effect. The validity and enforceability of the remaining provisions will not be affected in any other jurisdiction or for any other claim.
• Maximum Lawful Application. Each disclaimer, exclusion, limitation of liability, and indemnity in these Terms applies to the fullest extent permitted by law and is intended to be severable and independently enforceable, even if any remedy fails of its essential purpose.
• Assignment. You may not assign without our written consent; we may assign to an affiliate or in connection with a merger, acquisition, or sale of assets.
• Force Majeure. Neither party is liable for delays/failures due to events beyond reasonable control (excluding payment obligations).
• No Waiver. Failure to enforce is not a waiver.
• Equitable Relief. A breach or threatened breach of Sections 2, 3, 4, 8, or 9 may cause irreparable harm for which monetary damages are inadequate; Ad Causal may seek injunctive or equitable relief without posting a bond.
• Notices. Legal notices to Ad Causal: support@adcausal.com. Registered business address will be provided upon request. Notices to Customer: account email or Order Form address.

20. Survival

The following survive any suspension, expiration, or termination of these Terms or any Order Form: Sections 1 (Definitions), 3 (Acceptable Use), 4 (Data & IP Rights) - including the perpetual licence to Customer Data and Ad Causal's ownership of Ad Causal Materials, Derived Data, Service-Generated Data, and Aggregated Data - 5 (Third-Party Services), 5A (Campaign Controls & Explicit Authorisation), 6 (Fees, Billing & Taxes) for amounts accrued and unpaid (including interest, costs, and acceleration), 8 (Feedback), 9 (Confidentiality), 10 (Security), 11 (Warranties & Disclaimers), 11A (Experimentation Risks; Waiver & Assumption of Risk), 12 (Indemnities), 13 (Liability), 14 (Term; Suspension; Termination), 15 (Publicity), 18 (Governing Law; Disputes), 18A (Class Action Waiver; Jury Waiver), 19 (Miscellaneous), and 20 (Survival).

By using the Services, you acknowledge that you have read, understood, and agree to these Terms of Service.