Terms of Service
Last updated 18 September 2026
These terms cover this website only. Advertising services are provided under a separate written agreement signed by both parties. Nothing on this site, and no reply to an enquiry, creates that agreement or commits either of us to anything.
Who you are dealing with
This website is operated by MERCURY PLUS LTD, registered in England and Wales under number 17391914, registered office 71–75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom. Our operating office is at 2 Przeworska, apt 139, 04-382 Warsaw, Poland. In these terms, "we" and "us" mean that company.
By using this site you accept these terms. If you do not, please stop using it.
No guarantee of advertising results
Everything on this site describing our approach is a description of method, not a promise of outcome. Advertising performance depends on your product, pricing, margins, market, creative, operations and factors neither party controls, including platform policy changes.
We do not guarantee any specific return on ad spend, revenue figure, customer acquisition cost, or growth rate, and nothing on this site should be read as such a guarantee.
Illustrative figures
Where this site shows a worked example, it is labelled as illustrative and is exactly that: a demonstration of how the method reasons, constructed to be internally consistent. It is not the outcome of any client engagement and must not be relied on as an indication of results you would achieve.
Where we publish an actual client result, it will be identified as such and will state its measurement basis, date range, starting position and what was changed.
The gap calculator
The calculator is an educational tool. It performs simple arithmetic on figures you type in and shows the result in your browser; nothing you enter is transmitted to us or stored anywhere.
It uses deliberately simplified definitions and ignores variables that matter in practice — returns, discounts, shipping, payment fees, subscription revenue, seasonality and the difference between new and returning customers. It is not financial, accounting, investment or tax advice, and it is not a substitute for advice from a qualified professional who knows your business. Decisions you take on the basis of its output are yours.
Using this site
You agree not to:
- Attempt to gain unauthorised access to the site or any system connected to it
- Interfere with its operation, or introduce anything malicious
- Scrape or copy substantial parts of it for a competing commercial purpose
- Submit false details, or submit anyone else's personal data through the form
- Use the enquiry form to send unsolicited advertising
Intellectual property
The text, design, code, calculator logic and brand marks on this site belong to MERCURY PLUS LTD, except where third-party material is used under licence. The typefaces are used under the SIL Open Font License.
You may read, print and share pages for your own business use. You may not republish substantial parts of the site as your own, or present our method or copy as yours.
Enquiries do not create a contract
Submitting the form is an enquiry. It does not oblige us to provide services or oblige you to buy any. Any engagement begins only when both parties sign a written services agreement setting out scope, fees, notice periods, account access and confidentiality.
Availability
We aim to keep the site available but do not guarantee uninterrupted access. We may change, suspend or withdraw any part of it, including the calculator, without notice.
Limitation of liability
Nothing in these terms limits liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for anything else that cannot lawfully be limited.
Subject to that, we are not liable for business losses arising from your use of this site — including lost profit, lost revenue, lost data, or losses following from decisions taken on the basis of the calculator or any illustrative figure shown here. The site is provided as information.
Links to other sites
Where we link elsewhere — for example to the Companies House register — we do not control that site and are not responsible for its content.
Privacy
How we handle personal data is set out in our Privacy Policy, which forms part of these terms.
Changes to these terms
We may update these terms. The version in force is the one published here, with the date shown at the top. Continuing to use the site after a change means you accept the updated terms.
Governing law
These terms and any dispute arising from them are governed by the laws of England and Wales, and the courts of England and Wales have exclusive jurisdiction. If you are a consumer resident elsewhere in the UK or the EU, this does not remove protections you have under your local law.
Contact
- Legal enquiries
- dzmitry@mercuryplusads.com
- Telephone
- +48 571 213 243
- Company record
- Companies House no. 17391914 ↗
MERCURY PLUS LTD · Registered in England & Wales no. 17391914 · Privacy Policy · Back to site