Terms and Conditions

Last updated: July 14, 2026

FreeCROTool is owned and operated by NW IT SERVICES (UK) LIMITED, a company registered in England and Wales. References to "FreeCROTool", "we", "us" and "our" in these terms mean NW IT SERVICES (UK) LIMITED trading as FreeCROTool. Any agreement arising from your use of the service is between you and NW IT SERVICES (UK) LIMITED only.

1. What FreeCROTool Does

FreeCROTool helps you run website experiments, A/B tests, and conversion rate optimisation (CRO) activities. The tool is designed for learning, improvement, and experimentation. While we aim to make CRO accessible, the platform is not a replacement for professional legal, business, technical, or compliance advice.

2. Acceptance of Terms

By accessing or using FreeCROTool, you agree to be bound by these Terms and Conditions. If you do not agree with any part of these terms, you must not use the service.

Before using the interface, you acknowledge that FreeCROTool is used to make changes to your website for testing and optimisation. Those changes are under your control and are made at your own risk. We work to keep the tool practical and reliable, but website changes can sometimes behave unexpectedly, affect layout or functionality, or need to be reverted.

3. Use at Your Own Risk

FreeCROTool is provided for experimentation and optimisation purposes. You acknowledge that using the service, including adding FreeCROTool scripts or tags to your website, is done at your own risk.

Software may contain bugs, errors, or incompatibilities. Although we work hard to make FreeCROTool safe and reliable, we cannot guarantee that it will always work perfectly, be error-free, or be suitable for every website or use case.

4. Website Changes, Testing and Backups

FreeCROTool works by serving JavaScript that may modify the appearance, content, or behaviour of your website in a visitor's browser. You are responsible for reviewing, testing, and approving any experiment before publishing it to your live website.

Where possible, experiments should be tested in a staging, preview, or development environment before being published to a live website.

You are responsible for maintaining suitable backups of your website, content, configuration, and any other important data, and for ensuring that you can restore your website if an issue occurs.

5. Free Tier and Usage Thresholds

FreeCROTool may offer a free tier subject to usage limits, including but not limited to monthly tag impressions, projects, active experiments, storage, bandwidth, API usage, or other platform resources. We may change these limits from time to time by updating our pricing or documentation.

To help you manage your usage and avoid unexpected interruption of the service, we may send service-related emails or notifications when your account approaches its applicable usage limits. These notifications may, for example, be sent when your usage reaches approximately 85%, 95%, and 100% of your monthly allowance.

By creating an account and using FreeCROTool, you agree that we may send these operational and account-related communications. These notifications are considered part of the service and are not marketing communications.

Our measurements of platform usage are determined by FreeCROTool's own systems and records, which shall be used to assess usage against applicable plan limits.

If your usage substantially exceeds the limits of the free tier, or places an unreasonable operational or financial burden on the platform, we reserve the right to contact you to discuss an appropriate paid subscription, managed service, or another reasonable commercial arrangement before continuing to provide the same level of service.

Where no agreement can be reached, we reserve the right to suspend, limit, or terminate access to the free tier, reduce available resources, or temporarily disable further data collection until usage returns within the applicable limits or a suitable plan has been agreed.

6. Managed & Consultation Services

We may offer managed consultation services, where a FreeCROTool consultant can help design, build, QA, and monitor tests as part of a hands-on service. If you use this service, we’ll work with you to agree changes, seek your signoff before anything goes live, and monitor your site together after launch.

We do everything we reasonably can to minimise errors or disruption, but we cannot guarantee perfection. You remain responsible for reviewing and approving changes, monitoring your website, maintaining backups, and confirming that experiments are suitable for your business.

Although we may recommend, design, build, configure, implement, quality-assure, monitor, or help manage an experiment, no experiment will be treated as approved for publication unless you have approved it. You remain responsible for the final decision to publish or continue an experiment and for checking that its content, claims, prices, offers, functionality, and legal compliance are suitable for your business.

7. No Guarantees or Warranties

We work hard to make FreeCROTool reliable and helpful, but the service is provided on an "as is" and "as available" basis. We do not guarantee that FreeCROTool will be uninterrupted, error-free, secure, compatible with every website, or meet every need.

Results will vary. We do not guarantee any increase in conversions, revenue, enquiries, signups, search rankings, traffic, or business performance.

We do not guarantee compatibility with third-party services such as Google Analytics, Google Tag Manager, Cloudflare, content management systems, ecommerce platforms, hosting providers, or browser extensions.

We do not guarantee any particular service level, uptime, response time, availability, data-retention period, or recovery time.

Features described as beta, preview, early access, experimental, or similar may be changed, restricted, suspended, or withdrawn at any time and are provided without any additional warranty or service commitment.

FreeCROTool does not guarantee that any recommendation, experiment, optimisation opportunity, or suggested change will improve search rankings, click-through rates, conversions, engagement, revenue, or any other performance metric.

8. SEO, Analytics, Search Console and Automated Insights

FreeCROTool may connect to or receive data from third-party services such as Google Analytics, Google Search Console, Google Tag Manager, and other analytics, advertising, search, or marketing platforms. Any reports, dashboards, alerts, scores, recommendations, suggested experiments, identified opportunities, or other insights presented by FreeCROTool are based on the data made available by those third-party services together with FreeCROTool's own algorithms, rules, statistical methods, heuristics, and automated analysis.

These insights are provided for informational and decision-support purposes only. They do not constitute professional SEO, marketing, business, legal, financial, or technical advice and must not be treated as a guarantee that a particular action, website change, experiment, or strategy will produce a positive result.

Data obtained from Google Analytics, Google Search Console, or other third-party platforms may be incomplete, delayed, sampled, estimated, aggregated, inaccurate, unavailable, or affected by tracking configuration, consent choices, attribution rules, platform changes, or other factors outside our control. We do not guarantee the accuracy, completeness, timeliness, or suitability of that data or of any conclusion, recommendation, or opportunity derived from it.

You are responsible for reviewing and rationalising all information presented by FreeCROTool and for applying your own knowledge, experience, and best judgement before acting on it. You must independently assess whether any suggested SEO change, content change, experiment, test, or optimisation activity is suitable for your website, users, objectives, and circumstances.

FreeCROTool should be used as an aid to decision making and not as the sole basis for deciding where to focus SEO activity, which pages to change or test, or whether to implement, continue, pause, or stop an experiment. Where appropriate, you should seek independent professional advice before making significant technical, marketing, commercial, or website changes.

Some features may use artificial intelligence or other automated decision-support systems to generate summaries, classifications, explanations, suggestions, or recommendations. Automated or AI-generated output may be incomplete, inaccurate, misleading, or unsuitable for your circumstances and must be independently reviewed before use or implementation.

9. Tag Performance & Site Speed

We know how important site speed is. Our tags and scripts are built to be as lightweight and reliable as possible, but every website is different.

Although we make reasonable efforts to minimise performance impact, installation of FreeCROTool scripts may affect website behaviour, appearance, functionality, loading speed, tracking, or performance in unexpected circumstances. You are responsible for testing the service on your website before relying on it in production.

10. Availability, Maintenance and Third-Party Services

We do not guarantee uninterrupted availability of FreeCROTool. The service may be unavailable from time to time due to maintenance, updates, outages, technical issues, or third-party services outside our control.

FreeCROTool may depend on third-party providers for hosting, analytics, authentication, storage, delivery, or other services. We are not responsible for outages, errors, changes, or losses caused by third-party providers.

11. Compliance with Laws and Third-Party Terms

You agree to use FreeCROTool in compliance with all applicable laws, regulations, privacy rules, cookie consent requirements, and third-party terms, including but not limited to Google’s terms of service and API policies.

You are responsible for making sure your use of FreeCROTool, including any tracking, cookies, analytics, scripts, experiments, or website changes, is lawful and appropriate for your website and users.

You are solely responsible for the content of experiments, variants, messages, popups, banners, offers, prices, claims, images, links, and other material that you create, approve, or publish using FreeCROTool.

12. Cookies, Local Storage and Consent

FreeCROTool uses cookies, local storage, and similar browser technologies to provide and operate the service. These technologies may be used on the FreeCROTool website, within the visual editor, when you access your projects, and on customer websites where the FreeCROTool tag has been installed.

Functional cookies and local storage may be used for authentication, maintaining secure sessions, remembering selected projects, tests, variants, user preferences, caching data to improve performance and reduce bandwidth usage, and other functionality necessary for the operation of the platform.

When the FreeCROTool tag is installed on your website, you are responsible for ensuring that it is only initialised where required by applicable privacy and cookie laws. Where visitor consent is required before experimentation or non-essential storage is used, you must obtain that consent before loading or initialising FreeCROTool. We may provide technical functionality, documentation, or guidance to help with consent integration, but this is not legal advice and responsibility for determining whether consent is required and for achieving compliance remains with you.

13. Security and Privacy

We care about your privacy and take reasonable steps to keep your information safe. However, no system is completely secure, and we cannot guarantee that unauthorised access, data loss, or security issues will never occur.

You are responsible for using the service carefully, protecting your account access, and ensuring that any data you process through FreeCROTool is appropriate and lawful.

We may use Cloudflare Web Analytics and related real user monitoring (RUM) features to understand website performance, reliability, and loading behaviour. Where appropriate, Cloudflare should be treated as a data processor for these purposes.

If you give analytics consent, we may also use Google Analytics, including GA4, to measure website performance, visitor behaviour, and the effectiveness of FreeCROTool pages and experiments. We will continue to obtain the required consent before loading Google Analytics where consent is needed.

14. Intellectual Property

All content, trademarks, software, branding, and intellectual property on FreeCROTool remain the property of their respective owners. You must not copy, reproduce, modify, resell, or reuse any part of the service without permission, except as allowed by these terms.

15. Indemnification

You agree to indemnify and hold harmless FreeCROTool, a service operated by NW IT SERVICES (UK) LIMITED, together with its directors, officers, employees, consultants, contractors and representatives from any claims, damages, losses, costs, or expenses arising from your use of the tool or services, your website, your experiments, your breach of these terms, or your breach of any law or third-party terms.

16. Limitation of Liability

To the fullest extent permitted by applicable law, NW IT SERVICES (UK) LIMITED, FreeCROTool, and their directors, officers, employees, contractors, consultants, and representatives shall not be liable for any indirect, incidental, consequential, special, exemplary, or punitive losses, including loss of profits, revenue, business, contracts, opportunity, anticipated savings, goodwill, reputation, data, databases, customer information, analytics, experiments, reports, configurations, traffic, rankings, or website performance.

To the fullest extent permitted by applicable law, our total aggregate liability arising out of or in connection with the service, managed services, these terms, or any related claim shall not exceed the total amount paid by you to NW IT SERVICES (UK) LIMITED for FreeCROTool during the 12 months immediately preceding the event giving rise to the claim.

If you use only a free plan and have paid no fees during that 12-month period, our maximum aggregate liability shall be £0, except where liability cannot lawfully be excluded or limited.

No director, shareholder, officer, employee, contractor, consultant, or representative of NW IT SERVICES (UK) LIMITED shall have personal liability to you arising out of or in connection with these terms, FreeCROTool, any managed or consultation service, or your use of the service, except where such liability cannot lawfully be excluded.

Nothing in these terms excludes or limits liability for death or personal injury caused by negligence, fraud or fraudulent misrepresentation, or any other liability that cannot lawfully be excluded or limited.

17. Events Outside Our Control

We shall not be responsible or liable for delay, interruption, failure, corruption, loss, or inability to provide the service caused by events beyond our reasonable control, including internet or telecommunications failure, power failure, cyberattack, denial-of-service attack, hosting or cloud-provider outage, third-party platform failure, industrial action, fire, flood, severe weather, epidemic, pandemic, governmental action, changes in law, or failure of suppliers or subcontractors.

18. Changes to Terms

We may update these terms from time to time. If we do, we’ll post the updated version on this page. By continuing to use FreeCROTool after changes are posted, you agree to the latest version.

19. Termination

We reserve the right to suspend or end your access to FreeCROTool if needed, for example if you break these terms, misuse the service, create risk for other users, or use the service in a harmful, unlawful, or abusive way.

20. Severability

If any part of these terms is found to be invalid or unenforceable, the rest of the terms will continue to apply.

21. Governing Law

These terms are governed by the laws of England and Wales.

22. Contact

FreeCROTool is operated by NW IT SERVICES (UK) LIMITED.

If you have any questions or want to talk about these terms, please contact us. We’re always happy to help.