Terms of Service

01 About VenueSignal

VenueSignal helps hospitality businesses improve conversion tracking and marketing attribution. Our services may include:

• Google Tag Manager setup
• Google Analytics 4 conversion setup
• Meta Pixel and Meta Events Manager setup
• TikTok and other advertising platform event setup, where agreed
• Web tracking implementation
• Server-side tracking implementation, where supported
• Booking and reservation conversion tracking
• Tracking audits
• Technical handover and basic implementation guidance

VenueSignal provides tracking and measurement infrastructure. We do not guarantee advertising performance, revenue growth, platform approval, or specific campaign results.

02 Who our services are for

Our services are intended for hospitality businesses, including restaurants, bars, hotels, nightlife venues, hospitality groups, and other venue-based businesses using online booking or reservation systems.

You must have authority to act on behalf of the business you submit information for or instruct us to work with.

03 Signal Audit requests

You can request a Signal Audit through our website. A Signal Audit request does not create a binding obligation for either party. It allows us to review your current tracking needs and decide whether we can help.

After reviewing your request, we may contact you to ask for more information, suggest a service, or provide a quote. We are not required to accept every audit request or client project.

04 Services and pricing

VenueSignal currently offers two main types of tracking service.

Web Tracking using GTM

Web Tracking using Google Tag Manager is a one-time setup. Indicative pricing: $500 / AED 2,000 / £400.

This setup may include configuration of tools such as Google Tag Manager, Google Analytics 4, Meta Pixel, and relevant conversion events.

Web tracking depends on browser-based technologies. Because of cookies, iOS restrictions, browser privacy controls, ad blockers, consent settings, and platform limitations, there may be a visibility gap of approximately 20% to 30%. This means browser-based web tracking may not capture every booking or conversion.

Server-Side Tracking

Server-side tracking is available where your booking or reservation platform supports the required data flow. Indicative pricing: $130 / AED 500 / £100 per month.

Server-side tracking is generally more accurate than browser-based tracking and may capture a higher share of bookings, depending on your booking platform, implementation quality, available data, consent setup, advertising platforms, and technical limitations.

Server-side tracking usually takes longer to set up than web tracking because it may require platform review, webhook configuration, data mapping, testing, and validation. All pricing is subject to confirmation in a written quote or invoice.

05 Manual invoicing and payment

Payments are handled manually by invoice. Payment terms will be shown on the relevant invoice or agreed in writing. Unless otherwise stated:

• Work may not begin until payment has been received or payment terms have been agreed
• One-time setup fees are payable before or at the start of the project
• Monthly retainers are payable monthly in advance
• Late payment may delay delivery, support, or ongoing service
• You are responsible for any applicable taxes, bank charges, currency conversion charges, or transfer fees

06 Refunds and cancellations

One-time setup fees

One-time setup fees are non-refundable once work has begun. This is because the service involves technical review, configuration, implementation, and time-based work.

Monthly retainers

Monthly retainers may be cancelled with 30 days’ written notice, unless a different cancellation period is agreed in writing. Cancellation does not affect fees already due for work completed or services already provided.

No guaranteed reporting match

Advertising and analytics platforms use different attribution windows, matching methods, modelling, consent rules, and reporting logic. For this reason, VenueSignal does not guarantee that numbers in Google Analytics, Meta, Google Ads, TikTok, your booking platform, and your internal reports will match exactly. Our goal is to improve tracking reliability and attribution visibility, not to make every platform report identical numbers.

07 What we need from you

To provide our services, we may need access to or information from Google Tag Manager, Google Analytics 4, Meta Events Manager or Pixel, Google Ads, TikTok Ads or Pixel, your booking or reservation platform, your website CMS or developer, your cookie consent setup, and your domain, hosting, or server-side tracking tools, where relevant.

You agree to provide accurate information and timely access where needed. You are responsible for ensuring that you have the right to give us access to the relevant accounts, platforms, websites, data, and systems. Delays in providing access, approvals, platform IDs, developer support, or testing information may delay the project.

08 Client responsibilities

You are responsible for:

• Your own website
• Your own advertising accounts
• Your own analytics accounts
• Your own booking or reservation platform
• Your own customer data
• Your privacy policy and cookie consent setup
• Your legal basis for collecting and using customer data
• Ensuring your use of tracking complies with applicable laws and platform terms
• Ensuring you have permission to use any data you ask us to configure or transmit

VenueSignal is not responsible for legal compliance failures caused by your website, customer data practices, booking platform, cookie banner, advertising accounts, or internal processes. You should seek independent legal advice if you are unsure whether your tracking setup, privacy policy, or cookie consent process is compliant.

09 Data handling

VenueSignal does not intentionally store client customer booking data in its own customer database. Where server-side tracking is configured, booking or conversion data may pass through a technical tracking flow so that events can be sent to analytics or advertising platforms.

Where personal identifiers such as email addresses or phone numbers are used for matching, they are hashed before being passed to relevant platforms. You remain responsible for the customer data collected through your business, booking platform, website, and advertising accounts. Further details are set out in our Privacy Policy.

10 Accuracy and limitations of tracking

We aim to configure tracking carefully and test it before handover. However, tracking accuracy can be affected by many factors outside our control, including:

• Browser restrictions
• iOS privacy changes
• Cookie consent choices
• Ad blockers
• Platform outages or changes
• Booking platform limitations
• Website code changes
• Tag Manager changes made by your team or another agency
• Incorrect platform IDs or permissions
• Changes to advertising platform policies
• User behaviour across multiple devices or browsers

We do not guarantee that tracking will capture 100% of all possible events in every circumstance. Where we refer to estimated visibility gaps or capture rates, these are indicative and may vary depending on your setup.

11 Delivery timelines

Project timelines depend on the scope of work, platform access, booking system compatibility, client responsiveness, and testing requirements. Any timeline we provide is an estimate unless expressly agreed as a fixed deadline in writing. VenueSignal is not responsible for delays caused by late access to accounts or systems, missing or incorrect information, third-party platform limitations, booking system restrictions, client-side website or developer delays, or advertising platform review or approval delays.

12 Warranty and support

Where agreed, we may provide a limited warranty period after handover to fix tracking issues caused by our implementation. Unless otherwise agreed in writing, this does not cover issues caused by:

• Changes made by you, your team, your developer, or another agency
• Website redesigns or migrations
• Tag Manager edits after handover
• Platform changes by Google, Meta, TikTok, booking platforms, or other third parties
• Changes to your cookie consent setup
• Incorrect account permissions or deleted access
• New requirements outside the original agreed scope

Ongoing support may require a separate retainer or new quote.

13 Third-party platforms

Our services depend on third-party platforms such as Google, Meta, TikTok, booking systems, website platforms, hosting providers, and analytics tools. We do not control these third-party platforms. We are not responsible for their availability, accuracy, policies, approvals, outages, reporting changes, data processing practices, or technical limitations. You are responsible for complying with the terms and policies of any third-party platforms you use.

14 Intellectual property

Unless otherwise agreed in writing:

• VenueSignal retains ownership of its own processes, methods, templates, know-how, documentation, scripts, and implementation approach
• You retain ownership of your website, accounts, data, brand assets, and business information
• Once paid for, you may use the tracking setup we configure for your own business operations
• You may not resell, copy, package, or present VenueSignal’s methods, documentation, or implementation materials as your own service without written permission

15 Confidentiality

Each party may receive confidential information from the other. Confidential information may include business information, account access, platform setup, technical configuration, customer data, pricing, strategy, and non-public operational details. Each party agrees to keep confidential information secure and not disclose it to third parties except where necessary to provide the service, comply with law, or with the other party’s permission.

16 Limitation of liability

To the fullest extent permitted by law, VenueSignal will not be liable for:

• Loss of profit
• Loss of revenue
• Loss of sales
• Loss of business opportunity
• Loss of goodwill
• Loss of data caused by third-party systems
• Indirect, special, or consequential loss
• Advertising platform underreporting or overreporting
• Decisions made based on analytics or advertising reports
• Failures caused by third-party platforms, client-side changes, or lack of access

Our total liability for any claim relating to a service will not exceed the amount you paid to us for that specific service in the three months before the claim arose. Nothing in these terms limits liability for fraud, fraudulent misrepresentation, death or personal injury caused by negligence, or any liability that cannot legally be limited.

17 Website use

You agree not to misuse our website. You must not attempt to hack, disrupt, or damage the website; submit false, misleading, unlawful, or harmful information; use the website to transmit spam or malicious code; copy or scrape the website in a way that harms our service; or use our content, branding, or materials without permission. We may update, suspend, or remove parts of the website at any time.

18 Changes to these terms

We may update these Terms of Service from time to time. The latest version will be published on our website with the updated date at the top of the page. If you are an active client, the terms that apply to your project are the terms in place when you accepted the quote or invoice, unless we both agree otherwise in writing.

19 Governing law and disputes

These Terms of Service are governed by the laws of England and Wales. The courts of England and Wales will have exclusive jurisdiction over any dispute or claim arising from or relating to these terms, our website, or our services.

20 Contact

If you have any questions about these Terms of Service, contact us at:

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