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No, you will only be billed at the end of your 14 day trial if you don't cancel before then. You can cancel at any time.
No, you can cancel your subscription at any time with no penalty, online or by e-mail.
Yes, you can change plans at any time from the Plan & Billing page in your account. You can try out any plan during your free trial.
We've spent thousands of dollars trying to get Google Analytics to do 10% of what Improvely does!