Terms of Service

Version 1.11, effective October 7, 2026. Prior versions available on request.

1. The agreement

These terms are a contract between HonestTag Inc, a Delaware corporation ("HonestTag," "we," or "us"), the provider of the HonestTag app and honesttag.com, and the business that installs or uses the HonestTag app or honesttag.com (the "merchant" or "you"). By installing the app, creating an account, or accepting a Shopify subscription, you agree to these terms. If you act for a company, you represent that you have authority to bind it. HonestTag is a business service and is not offered for personal or household use. These terms also apply to a business that creates a free HonestTag agency account (an "agency"); section 19 says what applies to it.

2. The service

HonestTag provides first-party ad-conversion measurement for Shopify stores: it captures advertising click identifiers, matches them to orders, classifies new-customer and returning purchases, and reports matched conversions to the advertising destinations you connect. HonestTag delivers to Google Ads, Meta, Klaviyo, Microsoft Advertising, TikTok, Google Analytics 4, Pinterest, Snapchat, Reddit and OpenAI Ads. TikTok delivery is server-side purchase delivery through TikTok Events API; reporting and spend reads use the merchant's connected TikTok account where supported. Pinterest delivery is server-side checkout events through the Pinterest Conversions API, using a conversion access token you generate in Pinterest Ads Manager; HonestTag does not read Pinterest spend. Snapchat delivery is server-side purchase events through Snap's Conversions API, using a Conversions API token you generate in Snap Ads Manager; HonestTag does not read Snapchat spend. Reddit delivery is server-side purchase events through the Reddit Conversions API, using a conversion access token you generate in Reddit Ads Manager; HonestTag does not read Reddit spend. Other destinations are in development and are not available to merchants; this list is updated when one becomes available. Your Setup tab shows which destinations are available to your store, and how many you can use at once depends on your plan. When an order is refunded or canceled, HonestTag records the change and uses whatever correction the connected platform makes available. Google Ads and Microsoft Advertising accept a retraction or restatement. Google Analytics 4 receives a refund event, and Klaviyo receives a Refunded Order event. HonestTag does not send Meta, TikTok, OpenAI Ads, Pinterest, Snapchat or Reddit a refund or retraction event; the refund is recorded in order proof instead. The product's order proof shows the result for each connected destination. Features vary by plan as shown on the pricing page.

Early access: until HonestTag is generally available, the service is an early-access product. It may contain defects, change, or be unavailable while we finish it. We support early-access merchants and give the notice described in sections 2 and 15 for material changes. This paragraph does not create an uptime, error-free-operation, or feature-continuity guarantee.

The service will evolve. We may add, change, or retire features as we improve HonestTag. If a change materially reduces what your paid plan does, we will give you advance notice before it takes effect, and you can cancel under section 14 if you disagree.

3. Your account and responsibilities

4. Plans, billing, and the no-overage promise

5. The free Mirror

The free plan (the "Mirror") is a read-only diagnosis and is genuinely free, forever, for any store size; using it never requires a payment. It shows what your connected ad platforms report next to what your Shopify orders record, and the gap between them, over a 14-day rolling window. It never writes to any ad platform on the free plan: it does not deliver conversions to any destination, and it does not include full reporting, history beyond its rolling window, or per-order proof records. It has no pageview limit and is subject to fair use. Delivery and full reporting require a paid plan (or its trial), as published on the pricing page. The right to change prices in section 4 does not apply to the Mirror's $0 price.

6. Acceptable use

You may not: use the service to violate law or the platform policies of Shopify, Google, Meta, or other configured destinations; send us data you have no right to process; attempt to breach tenant isolation or probe other stores' data; resell the service without an agreement with us; or use the service to track individuals for purposes unrelated to measuring your own store's advertising.

7. Customer data and privacy roles

As between the parties, the merchant controls its customer data and determines why and how shopper personal data is processed. For that shopper personal data, the merchant is the controller or business and HonestTag is its processor, service provider, or contractor. HonestTag processes customer data only to provide, secure, and support the service on the merchant's documented instructions, which include the merchant's configuration and use of the service and its connected destinations.

A Data Processing Addendum containing the restrictions required for processor, service-provider, and contractor status, international-transfer terms, and the subprocessor process is in final preparation. Once published at a stable URL it will be incorporated into these terms whenever HonestTag processes personal data for the merchant, and it will control over these terms on personal-data processing. Until then, HonestTag processes shopper personal data only as described in this section and the privacy policy, and will not onboard a merchant whose processing legally requires an executed processor contract before that contract is in place.

The merchant is responsible for its shopper-facing notices, legal basis, consent or opt-out choices, configuration of Shopify Customer Privacy and connected destinations, and responding to shopper requests. HonestTag is responsible for complying with law applicable to HonestTag's own role and for operating the technical controls it describes accurately. Those controls support the merchant's compliance but are not legal advice and do not replace a compliant merchant configuration.

The merchant retains its rights in customer data. The merchant gives HonestTag the limited right and instruction to host, copy, transmit, and otherwise process customer data only as needed to provide, secure, and support the service, comply with law, and perform any executed DPA. Deletion and return are governed by the retention schedule stated in the privacy policy.

8. Third-party platforms

HonestTag depends on Shopify and on the advertising platforms you connect. Their APIs, policies, and attribution behavior are theirs, not ours. A platform may change or revoke its API, policies, or access. HonestTag may modify, suspend, or discontinue the affected integration in response. If that materially reduces a paid plan, the notice and cancellation terms in sections 2 and 15 apply. HonestTag does not promise uninterrupted feature parity with a third-party platform. Your use of each platform remains governed by your agreement with that platform.

The platforms also decide what to do with what we deliver. An ad platform may accept, reject, deduplicate, discard, or reprocess conversions we send it, on its own rules and timetable, and its reports may never exactly match ours. Our job is to deliver what your store's evidence supports; we do not and cannot guarantee that any platform will accept, credit, or act on a delivered conversion.

9. Availability, outages, and events beyond our control

HonestTag runs on third-party cloud infrastructure (currently Cloudflare's global network) and depends on Shopify and on the platforms you connect. We chose this infrastructure for its reliability, but we do not operate it, and it can fail. We provide the service without an uptime guarantee or service-level agreement unless one is separately agreed in writing. When an outage happens, we work to restore service promptly and honestly.

Measurement is a real-time activity, and we will not pretend otherwise: if the service is unavailable (because of our infrastructure providers, Shopify, a connected platform, or maintenance), clicks and visits that occur during the outage may never be recorded, and gaps of that kind cannot be reconstructed after the fact. Order and revenue data generally reconciles from Shopify once service is restored, where Shopify's systems allow. When HonestTag's monitoring detects degraded or stale inputs, the product aims to label the affected view and may withhold metrics that depend on missing data. Monitoring cannot detect every gap immediately, so contact support when your store evidence and the product disagree.

You remain responsible for your advertising decisions, including during and after an outage. Do not treat any dashboard, ours included, as the sole basis for irreversible spending decisions while an incident is ongoing.

Neither party is liable for delay or failure to perform (other than payment obligations) caused by events beyond its reasonable control, including internet or cloud-infrastructure outages, DNS failures, denial-of-service attacks, hosting or platform API failures or shutdowns, labor disputes, government action, war, or natural disasters. Our total liability in all cases remains as described in section 12.

10. Intellectual property

We own the service, its software, and its branding. You get a non-exclusive, non-transferable right to use the service for your own stores while these terms are in effect. You own your data. If you send us feedback, we may use it without obligation.

11. Honest disclaimers

Attribution is measurement, not magic. HonestTag reports what the evidence supports, and we show you that evidence, but no attribution system observes every journey. Attribution numbers are best-effort measurement, and we do not guarantee any particular advertising outcome, ROAS, or revenue result, or that any ad platform will accept or credit the conversions we deliver (section 8). Except as expressly stated, the service is provided "as is" and we disclaim implied warranties of merchantability, fitness for a particular purpose, and non-infringement to the extent the law allows.

12. Limitation of liability

To the maximum extent law permits, neither party is liable for indirect, incidental, special, consequential, exemplary, or punitive damages, or for lost profits or revenue, arising from the service. Except for payment obligations, indemnity obligations under section 13, and liability that law does not allow a party to limit, HonestTag's total aggregate liability arising out of or relating to the service or these terms, under any theory, will not exceed the greater of (a) $100 or (b) the fees paid or payable by the merchant for HonestTag through Shopify during the 12 months before the event giving rise to the claim. These limits apply in the aggregate, not separately to each claim, and do not reduce any express refund HonestTag owes under these terms.

13. Indemnification

You will defend and indemnify us against a third-party claim to the extent caused by your store's own products, your marketing practices, an unlawful processing instruction, your failure to provide a notice or choice you are legally required to provide, or your material breach of section 3 or 6. You have no obligation to the extent the claim is caused by HonestTag's breach of these terms, negligence, or willful misconduct. We will defend and indemnify you against third-party claims that the service, as provided by us and used as documented, infringes their intellectual property.

How indemnity works. The party seeking indemnity must give prompt written notice of the claim, reasonable cooperation at the indemnifying party's expense, and control of the defense and settlement. Late notice reduces the obligation only to the extent the delay materially prejudices the defense. The indemnifying party may not settle a claim in a way that admits fault by, imposes a payment on, or requires non-monetary action from the protected party without that party's written consent, not to be unreasonably withheld.

HonestTag's IP indemnity does not apply to the extent a claim results from merchant data, a merchant or third-party modification, a combination not supplied or approved by HonestTag, use outside the documentation, or continued use after HonestTag provides a non-infringing replacement. If an IP claim is likely, HonestTag may obtain the right to continue the affected feature, modify or replace it without materially reducing the paid service, or end the affected feature and refund prepaid fees for the unused period.

14. Termination

You may stop using HonestTag at any time by uninstalling. Uninstalling cancels future recurring charges but does not refund an already-billed cycle except where these terms say otherwise or law requires. Normal retention and deletion continue under the privacy policy.

You may also cancel a paid plan without uninstalling, from the Billing page inside the app. The cancellation takes effect when you click it, with no approval screen, and you can cancel regardless of your store's recent usage. We ask Shopify to cancel your subscription so it does not renew. We do not ask Shopify for a prorated credit, so canceling does not refund a cycle you have already been billed for. If you had a plan offer you had not yet approved, we ask Shopify to cancel that too. If we can confirm when your current paid period ends, from our records or by asking Shopify when you cancel, your plan's features keep running until that period ends and then your store moves to the free Mirror. If we cannot, your store moves to the free Mirror right away. The app tells you which one applies. You can choose a new paid plan during the last 3 days of that period or at any time after it ends. If Shopify does not accept the cancellation, the app says so, and your plan and billing stay as they were. Canceling does not uninstall the app or delete your data, and normal retention and deletion continue under the privacy policy.

Either party may terminate for a material breach that is not cured within 15 days after written notice, unless the breach cannot reasonably be cured. We may immediately suspend only the part of the service reasonably necessary to address a security risk, unlawful use, nonpayment after the disclosed grace period, a platform requirement, or a threat to another store. We will explain the suspension and how to cure it unless law, a platform rule, or a legitimate security need prevents that disclosure. Nonpayment is never handled by deletion: an unpaid store's delivery pauses and full reporting locks as described in section 4, the free Mirror remains available, and a billing pause does not itself trigger deletion; ordinary retention windows in the privacy policy continue to run.

We may discontinue the service for reasons other than your breach on at least 30 days' notice. If we end a prepaid paid service without cause, we will refund the unused prepaid period. Sections that by their nature should survive (including confidentiality, data protection, accrued payment, disclaimers, liability, indemnity, and disputes) survive termination.

15. Changes to these terms

We may update these terms. We will give at least 30 days' advance notice by email and in-product notice before a change that materially reduces your rights or increases your obligations. A change required by law, security, or a platform may take effect sooner, but we will explain it as soon as reasonably possible. Changes are not retroactive. The notice will identify the effective date and provide the revised text and a prior-version link. Continued use after that date is acceptance; if you reject a materially adverse change, you may stop using the service before the change takes effect. A price charge still requires the Shopify approval described in section 4.

16. Governing law and disputes

These terms are governed by the laws of the State of Florida, USA, without regard to conflict-of-law rules. Before filing anything, email us. Most problems are fixable in one thread, and we commit to trying that first for 30 days.

If we can't fix it informally, you and HonestTag agree to resolve any dispute through binding individual arbitration administered by the American Arbitration Association under its Commercial Arbitration Rules, rather than in court, and both parties waive the right to a jury trial and to participate in a class action. Either party may instead bring an individual claim in small-claims court where jurisdiction allows. Arbitration takes place in Florida or by videoconference. Claims are subject to the limitation periods provided by applicable law.

For a dispute that is not subject to arbitration, and for a court proceeding to compel arbitration or enforce an award, each party consents to the exclusive jurisdiction of the state and federal courts located in Palm Beach County, Florida, except that either party may seek urgent relief in any court with jurisdiction to prevent unauthorized access to the service or misuse of its confidential information or intellectual property.

17. Feedback you send us

If you send us ideas, feature requests, or other feedback, we may use it to improve the service without restriction or payment, and you grant us a perpetual, worldwide, royalty-free license to do so. We will never name you or your store publicly in connection with feedback without your permission, and your store's data is never "feedback."

18. The fine print

Confidentiality. Each party may receive non-public business, technical, security, or commercial information from the other. The receiving party will use it only to perform or receive the service, protect it with reasonable care, and disclose it only to people and providers who need it and are bound to protect it. This does not cover information the recipient can show was already lawfully known, becomes public without breach, is received lawfully without a duty, or is independently developed. A legally required disclosure is allowed after reasonable advance notice when law permits. Your customer data is your confidential information; HonestTag's non-public software and security information are HonestTag's confidential information.

Trade controls. Each party will comply with export-control and sanctions laws that apply to its performance. You may not use or provide the service for a prohibited person or use, and you represent that you are not a sanctioned person or owned or controlled by one. HonestTag may suspend only as reasonably necessary to comply with those laws. This section does not restrict ordinary lawful cross-border use.

Notices. HonestTag may send operational and contract notices to the email associated with your Shopify installation and, where appropriate, through the app. Legal notices to HonestTag must be sent to support@honesttag.com and to HonestTag Inc, 8 The Green, Ste B, Dover, DE 19901. A notice is effective when delivered, except that an email is not effective if the sender receives a delivery-failure notice. Each party must keep its notice information current.

Severability. If any provision of these terms is found unenforceable, it is severed and the rest stand. No waiver. Our not enforcing a provision today is not a waiver of it tomorrow. Assignment. You may not assign these terms without our written consent; we may assign them in connection with a merger, acquisition, or sale of assets, with notice to you. Entire agreement and order of precedence. These terms, the Shopify approval screen or applicable order, and any executed DPA are the agreement for the service. If they conflict, an executed DPA controls personal-data processing, the Shopify approval screen controls the approved price and initial trial, an expressly signed order controls its stated commercial terms, and these terms otherwise control. The privacy policy describes HonestTag's processing practices and does not create an unstated service level or performance warranty. The agreement supersedes prior discussions about the same subject. Survival. Sections on data, disclaimers, liability, indemnification, disputes, and this section survive termination. Billing errors. If a price or invoice is displayed or charged in error, we may correct it; we will notify you of the correction and refund any overcharge; an obvious error does not create an entitlement. No third-party beneficiaries. These terms are for you and us alone.

19. Agency accounts

A business that manages advertising or analytics for Shopify stores may create a free HonestTag agency account. The person who creates it represents that they act for that business and may bind it, and becomes the account's owner. The owner may invite and remove people who work for the agency and is responsible for who is in the account.

An agency sees only stores whose account owner has approved it inside HonestTag in Shopify admin, and only the read-only reports described in our privacy policy (section B2, "Agency access"). The agency may use those reports only to serve that store and must keep them confidential to that store. It may not share them, use them for any other purpose, try to reach a store or data it was not approved for, or resell HonestTag. Section 6 applies to agencies too.

A store that approves an agency instructs us to show that agency its reports, and is responsible for choosing the agency and for its own agreement with it. Access ends when anyone who can open HonestTag in the store revokes it, when the store uninstalls HonestTag, or when the agency removes the store or closes its account. We answer an agency's support questions about a store only while that store's approval stands, within that store's plan's reply time.

The agency account is free; each store pays for its own plan, and approving an agency does not create or move a partner referral. The agency's owner can close the account at any time from its Team page. We may suspend or close an agency account that breaks these terms; a suspension for a security risk or a threat to a store can be immediate. Sections 8, 9, 11, 12, 16 and 18 apply to an agency as they do to a merchant.

20. Contact

Questions about these terms: support@honesttag.com.