Terms of Service

Basepop — operated by PMH Digital Consulting
CVR: 43409948
Contact: hello@basepop.app
Last updated: 24 May 2026
Effective date: 24 May 2026

2. Who We Are

The Service is operated by:

PMH Digital Consulting
CVR: 43409948
Denmark
Email: hello@basepop.app

PMH Digital Consulting is a Danish company and the legal entity responsible for operating the Basepop platform.

3. Description of Services

Basepop is a business intelligence and analytics platform that connects to third-party data sources — including but not limited to Shopify, Meta (Facebook/Instagram) Ads, Google Ads, Google Search Console, TikTok Ads, and Klaviyo — to provide the following features:

• Dashboards: Visualisation of aggregated business and marketing metrics.

• Goals and Forecasting: Setting performance goals and generating statistical forecasts.

• Performance Score: An aggregate performance indicator derived from goal attainment.

• Anomaly Detection: AI-driven and rule-based alerts when metrics deviate from expected patterns.

• AI Chat: A conversational interface for querying and interpreting your data.

• AI Agents: Automated data analysis workflows triggered manually, on schedule, or by anomaly events.

• Custom Metrics and Dimensions: User-defined formulas and classification rules applied to integrated data.

• Actions and Impact: Extraction and clustering of change log events from connected data sources, with AI-generated descriptions and statistical impact analysis.

• Agency Dashboard: An aggregated view across multiple client workspaces for agency users.

The specific features available to you depend on your subscription plan. We reserve the right to modify, add, or remove features at any time, subject to Section 15.

4. Eligibility and Account Registration

4.1 Eligibility

You must be at least 18 years of age and legally capable of entering into binding contracts under applicable law to use the Service. The Service is intended for business use only. By registering, you represent that you are using the Service for commercial or professional purposes, not as a consumer in a private capacity.

4.2 Account Creation

To access the Service, you must create an account by providing accurate, complete, and current information. You are responsible for maintaining the accuracy of this information and for updating it as necessary.

4.3 Account Security

You are solely responsible for:

• Maintaining the confidentiality of your login credentials.

• All activity that occurs under your account.

• Immediately notifying us at hello@basepop.app if you suspect any unauthorised use of your account.

We are not liable for any loss or damage arising from your failure to protect your account credentials.

4.4 One Account per Workspace

Each workspace in Basepop corresponds to a single legal entity or brand. Creating multiple workspaces to circumvent subscription plan limits or platform API quotas is prohibited.

5. User Roles

5.1 Company Users

Company users are employees or contractors of a business that connects its own data sources to Basepop. Company users access Basepop to analyse the performance of their own organisation.

5.2 Agency Users

Agency users are employed by or contracted to a digital marketing agency. Agency users may:

• Access Basepop workspaces on behalf of their clients ("Client Workspaces"), with authorisation from those clients.

• Access an aggregated agency-level view of all managed client workspaces.

5.3 Agency Responsibility

If you are an agency user accessing a Client Workspace, you represent and warrant that:

• You have obtained all necessary authorisations from the relevant client to access their data and manage their connected integrations.

• You will use client data exclusively to provide services to that client.

• You will not commingle client data across workspaces or use one client's data to benefit another.

• You will ensure that any client workspace you manage complies with these Terms.

Agencies are jointly responsible with their clients for compliance with these Terms and applicable law with respect to Client Workspaces they manage.

6. Subscription Plans and Payment

6.1 Subscription

Access to the Service requires a paid subscription, the details of which (pricing, included features, usage limits) are described on our pricing page at basepop.app/pricing. All prices are quoted exclusive of VAT (ekskl. moms), as is standard for B2B transactions in Denmark under the Danish Value Added Tax Act (Momsloven). Applicable VAT will be added at checkout where required by law.

6.2 Billing

Subscriptions are billed in advance on a monthly or annual basis depending on your chosen plan. Payment is processed through our payment provider. By providing payment details, you authorise us (or our payment provider) to charge your payment method on a recurring basis for the applicable subscription fees.

6.3 Failed Payments

If a payment fails, we will notify you and attempt to retry the charge. If payment remains outstanding after a reasonable period, we reserve the right to suspend or terminate access to the Service.

6.4 Refunds

Subscription fees are non-refundable except as required by applicable law. If you terminate your subscription mid-period, you retain access until the end of the current billing period and no partial refund is issued.

6.5 Price Changes

We reserve the right to change our pricing. We will provide at least 30 days' written notice before any price change takes effect for existing subscribers.

7. Free Trials and Promotional Offers

We may offer a free trial period at our discretion. Unless you cancel before the end of the trial period, your account will automatically convert to a paid subscription and your payment method will be charged. The terms of any free trial or promotional offer will be stated clearly at the time the offer is made.

8. Third-Party Platform Integrations

This section is critical. By connecting a third-party platform to Basepop, you grant us specific authorisations and agree to the conditions set out below. Platform integrations are the core mechanism of the Service, and your ability to use Basepop is contingent on your compliance with the terms of each connected platform.

8.1 General Principles for All Integrations

By connecting any third-party platform, you:

1. Authorise Basepop to access your data on that platform using OAuth or another authorisation mechanism provided by the platform. This access is limited to the permissions you explicitly grant during the connection flow.

2. Represent that you have the right to grant such access, including any required consents from end users of your connected platforms.

3. Acknowledge that Basepop accesses your data solely to provide the Service — specifically to ingest, process, transform, store, and display that data within your Basepop workspace. We do not use your third-party platform data for any other purpose.

4. Acknowledge that Basepop does not sell your third-party platform data to any third party under any circumstances.

5. Acknowledge that Basepop does not use your third-party platform data to train machine learning models intended for use outside of your workspace.

6. Retain full ownership of your data. Basepop's access is a licence to process your data as described in these Terms, not a transfer of ownership.

7. Agree to comply with the terms of service and developer policies of each connected platform, including but not limited to the policies listed below.

We process third-party platform data strictly in accordance with each platform's developer policies and the permissions you grant. Revoking access on a third-party platform will prevent further data ingestion from that platform but will not automatically delete data already stored in Basepop (see Section 20).

8.2 Shopify

When you connect a Shopify store to Basepop:

• Basepop operates as a Shopify Partner app and complies with the Shopify API License and Terms of Use and the Shopify Partner Program Agreement.

• You authorise Basepop to access your Shopify store data, including but not limited to: orders, products, variants, customers (in aggregate/anonymised form for analytics purposes), collections, and store metadata, using the scopes you approve during the OAuth installation flow.

• Basepop accesses Shopify data exclusively to provide analytics, reporting, and AI-powered insights within your Basepop workspace.

• Basepop does not modify, create, or delete any data in your Shopify store unless an explicit write capability is described and you explicitly authorise it for a specific feature.

• Basepop does not store personally identifiable information (PII) about your Shopify customers beyond what is strictly necessary for analytics aggregation, and such data is handled in accordance with our Privacy Policy and GDPR.

• Data Deletion: Basepop provides a data deletion mechanism as required by Shopify's policies. You may request deletion of all Shopify-sourced data from your Basepop workspace at any time via hello@basepop.app or through the workspace settings in the platform. Requests will be fulfilled within 30 days.

• You represent that your use of Shopify data through Basepop complies with Shopify's terms and any applicable Shopify merchant agreements.

8.3 Meta (Facebook and Instagram)

When you connect a Meta Ads account to Basepop:

• Basepop operates as a Meta Business Partner app and complies with the Meta Platform Terms, the Meta Business Tools Terms, and the Meta Ads API Terms of Service.

• You authorise Basepop to access your Meta Ads data, including but not limited to: campaigns, ad sets, ads, ad performance metrics (impressions, clicks, spend, reach, conversions), and account-level settings, using the permissions you approve during the OAuth connection flow.

• Basepop accesses Meta data exclusively to provide analytics and reporting within your Basepop workspace. This data is not used for targeting, profiling, or advertising purposes, and is not shared with any advertising network.

• Basepop does not access data from Meta users (i.e., the end users who see your ads) except in the aggregate, anonymised form in which Meta exposes it through the Ads API.

• Data Deletion Callback: Basepop implements a data deletion callback endpoint as required by Meta's platform policies. When a Meta user requests deletion of their data associated with your application through Meta's platform, Basepop will process that request and delete the relevant data within the timeframe required by Meta's policies.

• You represent that your use of Meta data through Basepop complies with Meta's terms and that you have the authority to grant Basepop access to the Meta Business accounts you connect.

• You acknowledge that Meta's platform policies prohibit certain uses of their data, and you agree not to attempt to use Basepop to circumvent those restrictions.

8.4 Google (Google Ads, Google Search Console, Google Analytics)

When you connect any Google service to Basepop:

• Basepop operates as a Google API Services application and complies with the Google API Services User Data Policy, including the Limited Use requirements.

• Limited Use: Basepop's use of data received from Google APIs is limited to providing and improving the features described in these Terms. Basepop does not use Google user data for serving advertisements, does not allow humans to read your Google data except (a) with your affirmative consent, (b) as necessary for security purposes, (c) to comply with applicable law, or (d) in aggregated, non-identifiable form for internal product improvement.

• You authorise Basepop to access the specific Google accounts and properties you select during the OAuth connection flow, using only the permission scopes you approve.

• Basepop uses Google data exclusively to provide analytics within your Basepop workspace.

• Basepop complies with all applicable Google API Terms of Service, including the Google Ads API Terms of Service and Google Search Console API Terms of Service.

• You may revoke Basepop's access to your Google accounts at any time through your Google account's security settings or within your Basepop workspace settings.

8.5 TikTok Ads

When you connect a TikTok Ads account:

• Basepop complies with the TikTok for Business API Terms of Service and applicable TikTok developer policies.

• Data accessed is limited to advertising performance data (campaign metrics, spend, impressions, clicks, conversions) and is used exclusively for analytics within your Basepop workspace.

8.6 Other Third-Party Platforms

For any additional platforms connected to Basepop (including but not limited to Klaviyo, Mailchimp, Ahrefs, Google Sheets, Snapchat Ads, Pinterest, and future integrations):

• Basepop will publish specific integration terms as new connectors are made available.

• The general principles in Section 8.1 apply to all integrations at all times.

• You are responsible for ensuring that your use of each integration complies with the relevant platform's terms.

8.7 Third-Party Platform Changes

Third-party platforms may change their APIs, data availability, or developer policies at any time and without notice to us. Basepop is not liable for any disruption to the Service caused by changes made by third-party platforms. We will make reasonable efforts to maintain integrations but cannot guarantee uninterrupted access to any specific data source.

8.8 No Affiliation

Basepop is an independent service and is not affiliated with, endorsed by, or sponsored by Shopify Inc., Meta Platforms Inc., Google LLC, TikTok Ltd., or any other third-party platform. All third-party platform names, logos, and trademarks are the property of their respective owners.

9. Data Collection, Use, and Processing

9.1 Types of Data We Process

In providing the Service, we process the following categories of data:

• Account Data: Name, email address, company name, billing information.

• Usage Data: Feature usage, session data, browser/device information, logs.

• Third-Party Platform Data: Data ingested from connected integrations as described in Section 8.

• User-Generated Data: Dashboard configurations, custom metrics, goals, agent instructions.

9.2 How We Use Your Data

We use your data exclusively to:

• Provide, operate, and improve the Service.

• Send transactional communications (account alerts, billing, service notices).

• Provide customer support.

• Comply with legal obligations.

• Detect and prevent fraud, abuse, or security incidents.

We do not sell your data. We do not use your data for behavioural advertising. We do not share your data with third parties except as described in our Privacy Policy (e.g., infrastructure providers, payment processors) or as required by law.

9.3 Data Storage and Location

Your data is stored on infrastructure located in the European Union (Frankfurt, Germany). We use industry-standard encryption in transit and at rest. Our infrastructure providers include Supabase, ClickHouse Cloud, and Vercel, all of which operate under appropriate data processing agreements with us.

9.4 Data Retention

We retain your data for as long as your account is active and as necessary to provide the Service. On termination, data is retained for up to 30 days to facilitate export, after which it is deleted. Some data may be retained longer where required by applicable law (e.g., financial records under Danish bookkeeping law).

10. Data Processing Agreement (GDPR)

10.1 Applicability

If you are established in the European Economic Area (EEA) or process personal data of EEA residents through the Service, the General Data Protection Regulation (EU) 2016/679 ("GDPR") applies to our relationship. As a Danish company, Basepop treats GDPR compliance as a foundational obligation.

10.2 Roles

For personal data you provide directly to Basepop (account data, user details): you are the data controller and Basepop is the data processor. The same applies to personal data contained within your third-party platform data (e.g., customer records in Shopify).

10.3 Data Processing Terms

By using the Service, you agree to the following data processing terms, which form our Data Processing Agreement ("DPA"):

a) Purpose Limitation

Basepop processes personal data only on your documented instructions and only for the purposes described in these Terms. We will not process personal data for any other purpose without your instruction, except where required by EU or member state law.

b) Confidentiality

Basepop ensures that personnel authorised to process personal data have committed themselves to confidentiality.

c) Security

Basepop implements appropriate technical and organisational measures to protect personal data, including encryption in transit and at rest, access controls, logging, and regular security reviews.

d) Sub-processors

Basepop uses sub-processors to provide the Service (including cloud infrastructure and monitoring tools). A current list of sub-processors is available at basepop.app/sub-processors or upon request. We will provide reasonable notice before adding new sub-processors that process personal data.

e) Data Subject Rights

Basepop will assist you in fulfilling data subject requests (access, rectification, erasure, portability, objection) to the extent technically feasible, given the nature of the processing.

f) Data Breach Notification

Basepop will notify you without undue delay — and in any case within 72 hours of becoming aware — of any personal data breach that affects your data, to allow you to meet your notification obligations under GDPR Article 33/34.

g) Deletion

Upon termination of the Service or upon request, Basepop will delete or return all personal data in accordance with Section 20, unless retention is required by law.

h) Audit Rights

Basepop will make available to you all information reasonably necessary to demonstrate compliance with GDPR Article 28 and will allow for and contribute to audits or inspections conducted by you or a mandated auditor, subject to reasonable notice and confidentiality obligations.

10.4 Your Obligations as Controller

You are responsible for ensuring that:

• You have a lawful basis for processing personal data you share with or through Basepop.

• You have provided appropriate privacy notices to your end users and customers.

• You comply with GDPR and any applicable national data protection laws.

11. Intellectual Property

11.1 Basepop's IP

All rights, title, and interest in and to the Service, including the software, algorithms, models, user interface, design, documentation, branding, and all content created by Basepop, are and remain the exclusive property of PMH Digital Consulting. Nothing in these Terms transfers any intellectual property rights to you.

11.2 Your IP and Licence to Basepop

You retain all intellectual property rights in your organisation's data and your custom dashboard configurations, custom metrics, custom dimensions, and agent instructions. You grant Basepop a limited, non-exclusive, worldwide, royalty-free licence to host, store, process, display, and transmit your data and configurations solely to the extent necessary to provide the Service to you.

11.3 Feedback

If you provide feedback, suggestions, or ideas about the Service ("Feedback"), you grant Basepop a perpetual, irrevocable, royalty-free licence to use that Feedback without restriction and without any obligation to compensate you. You waive any moral rights in such Feedback.

12. User-Generated Content and Custom Configurations

You are solely responsible for all custom metrics, custom dimensions, dashboard configurations, goals, agent instructions, and any other content or configurations you create within the Service ("User Content"). You represent and warrant that your User Content does not violate any applicable law, infringe any third-party intellectual property or privacy rights, or contain false or misleading information intended to deceive. Basepop does not review User Content for accuracy or legality and is not responsible for any errors, omissions, or consequences arising from User Content.

13. Acceptable Use Policy

You agree not to use the Service to:

1. Violate any applicable local, national, or international law or regulation.

2. Access data from third-party platforms that you do not have authorisation to access.

3. Attempt to circumvent or reverse-engineer any API rate limits, access controls, or authentication mechanisms of third-party platforms.

4. Scrape, harvest, or collect data from the Service in a manner that violates these Terms or burdens our infrastructure.

5. Introduce malicious code, viruses, or any technology that could harm the Service or other users.

6. Attempt to gain unauthorised access to any part of the Service, other user accounts, or our infrastructure.

7. Process data relating to individuals without a lawful basis under GDPR.

8. Resell, sublicense, or otherwise commercialise the Service or access to it without our prior written consent, except that agencies may provide the Service as part of their client services within the scope of their subscription.

9. Use the Service in a way that violates the developer policies or terms of service of any connected third-party platform.

10. Attempt to use the AI features to generate misleading, harmful, or fraudulent outputs and present them as accurate analytics.

Violation of this Acceptable Use Policy may result in immediate suspension or termination of your account without refund.

14. Confidentiality

Each party may receive confidential information from the other ("Confidential Information"). Each party agrees to use the other's Confidential Information only for purposes of these Terms, protect it with at least the same degree of care used to protect its own confidential information (and no less than reasonable care), and not disclose it to any third party without prior written consent, except to employees or contractors with a need to know who are bound by equivalent confidentiality obligations. These obligations do not apply to information that is publicly known, independently developed, or required to be disclosed by law.

15. Service Availability and Modifications

15.1 Availability

We aim to provide a reliable, high-availability Service, but we do not guarantee 100% uptime. Scheduled maintenance will be communicated in advance where reasonably possible. We are not liable for downtime caused by circumstances outside our reasonable control, including third-party platform outages, internet infrastructure failures, or force majeure events.

15.2 Modifications

We reserve the right to modify, update, or discontinue any part of the Service at any time. For material changes that reduce functionality you are actively using, we will provide at least 14 days' notice. For minor changes, updates, or improvements, no prior notice is required.

16. Disclaimers

16.1 No Warranty

THE SERVICE IS PROVIDED "AS IS" AND "AS AVAILABLE" WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, ACCURACY, OR NON-INFRINGEMENT.

16.2 Data Accuracy

Basepop aggregates and processes data from third-party platforms. We do not guarantee the accuracy, completeness, or timeliness of any data presented in the Service. Data discrepancies may arise from third-party API changes, processing delays, or data transformation. You should not make material business decisions based solely on data presented in Basepop without independent verification.

16.3 AI Features

AI-generated insights, forecasts, anomaly detections, and agent outputs are probabilistic and may be inaccurate. They are provided as decision-support tools only, not as definitive analysis. Basepop is not responsible for any decisions made based on AI outputs.

16.4 Third-Party Platforms

Basepop is not responsible for the availability, accuracy, or behaviour of any third-party platform. Changes to third-party APIs or policies may disrupt integrations without notice.

17. Limitation of Liability

17.1 Exclusion of Consequential Damages

TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW, IN NO EVENT WILL BASEPOP, ITS OFFICERS, DIRECTORS, EMPLOYEES, OR CONTRACTORS BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES — INCLUDING LOSS OF PROFITS, LOSS OF REVENUE, LOSS OF DATA, LOSS OF BUSINESS OPPORTUNITY, OR BUSINESS INTERRUPTION — ARISING OUT OF OR IN CONNECTION WITH THE SERVICE, EVEN IF WE HAVE BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES.

17.2 Cap on Liability

TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW, BASEPOP'S TOTAL AGGREGATE LIABILITY TO YOU FOR ANY CLAIMS ARISING OUT OF OR RELATED TO THESE TERMS OR THE SERVICE IS LIMITED TO THE TOTAL AMOUNT YOU PAID TO BASEPOP IN THE 12 MONTHS IMMEDIATELY PRECEDING THE EVENT GIVING RISE TO THE CLAIM.

17.3 Essential Basis

YOU ACKNOWLEDGE THAT THE LIMITATIONS OF LIABILITY IN THIS SECTION REFLECT A REASONABLE ALLOCATION OF RISK AND ARE AN ESSENTIAL ELEMENT OF THE BASIS OF THE BARGAIN BETWEEN YOU AND BASEPOP. BASEPOP WOULD NOT PROVIDE THE SERVICE ON THESE TERMS WITHOUT THESE LIMITATIONS.

17.4 Mandatory Rights

Nothing in these Terms limits liability that cannot be excluded or limited under applicable law, including liability for death or personal injury caused by negligence, fraud, or fraudulent misrepresentation.

18. Indemnification

You agree to indemnify, defend, and hold harmless PMH Digital Consulting and its officers, directors, employees, contractors, and agents from and against any claims, liabilities, damages, losses, costs, and expenses (including reasonable legal fees) arising out of or relating to:

1. Your use of the Service in violation of these Terms.

2. Your violation of any applicable law or regulation.

3. Your violation of the terms of service or developer policies of any third-party platform.

4. Your User Content.

5. Any claim that your use of data through Basepop infringes a third party's rights.

6. Any agency client's use of a Client Workspace that you manage.

19. Termination

19.1 Termination by You

You may terminate your subscription at any time through your account settings or by contacting hello@basepop.app. Termination takes effect at the end of the current billing period. No refunds are issued for the remaining period.

19.2 Termination by Basepop

We reserve the right to suspend or terminate your account immediately and without prior notice if you breach these Terms, fail to make payment after reasonable notice, we are required to do so by law or by a third-party platform policy, or we reasonably believe your account is being used for fraudulent or harmful activity. We will provide notice of termination where legally required and where doing so would not compromise security or legal compliance.

19.3 Effect of Termination

Upon termination for any reason, your access to the Service ceases and your right to use any data stored in Basepop ceases, subject to Section 20. All provisions of these Terms that by their nature should survive termination will survive, including Sections 9, 10, 11, 14, 16, 17, 18, 20, and 21.

20. Data Deletion and Export upon Termination

20.1 Data Export

Following termination, you may request an export of your data within 30 days by contacting hello@basepop.app. We will provide your data in a standard machine-readable format where technically feasible.

20.2 Data Deletion

After the 30-day export window, or upon your earlier request, we will delete your data from our systems, including data ingested from third-party platform integrations. Deletion will be completed within 30 days of the request. Note that some operational and financial records may be retained for up to 5 years as required under Danish bookkeeping law (Bogføringsloven), and anonymised, aggregated data that cannot reasonably be linked back to your organisation may be retained.

20.3 Confirmation

We will provide written confirmation of data deletion upon completion.

21. Governing Law and Dispute Resolution

21.1 Governing Law

These Terms are governed by and construed in accordance with the laws of the Kingdom of Denmark, without regard to its conflict of law provisions. The United Nations Convention on Contracts for the International Sale of Goods (CISG) is expressly excluded.

21.2 Jurisdiction

Any dispute arising out of or in connection with these Terms or the Service that cannot be resolved amicably shall be subject to the exclusive jurisdiction of the Copenhagen City Court (Københavns Byret) as the court of first instance, unless mandatory applicable law requires a different forum.

21.3 Informal Resolution

Before initiating formal legal proceedings, you agree to contact us at hello@basepop.app and attempt in good faith to resolve the dispute informally for a period of 30 days from written notice, unless either party agrees to extend it.

22. Changes to These Terms

We reserve the right to modify these Terms at any time. When we make material changes, we will notify you by email at least 14 days before the changes take effect and display a prominent notice within the Service. Your continued use of the Service after the effective date of updated Terms constitutes your acceptance of the changes. If you do not agree to the updated Terms, you must stop using the Service before the changes take effect. For non-material changes (clarifications, corrections, or changes required by law), we may update these Terms immediately.

23. Contact Information

For any questions, concerns, or notices regarding these Terms:

PMH Digital Consulting
CVR: 43409948
Email: hello@basepop.app
Website: basepop.app

For data protection inquiries specifically, please email hello@basepop.app with the subject line "Data Protection Inquiry".

These Terms of Service were last updated on 24 May 2026 and supersede all previous versions.