AI products
For AI resume builders: who pays at the download button, and who asks for a refund later.
An AI resume builder lets a job seeker write, tailor and preview a resume for free, then charges at the download button, often for a short access pass that renews. Tally links each pass, subscription and refund to the visit behind it, so you can see which searches and creators bring buyers who stay paid and which bring disputes.
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01How they sell
- SubscriptionA short paid access period that rolls into a monthly plan unless cancelled, so the first renewal date is where cancellations and refund requests arrive.
- One-offA single download or a lifetime pass for people who need one good resume this month and nothing afterwards.
- FreemiumFree editing and preview with the download behind the paywall, meeting people at their most motivated moment.
02Payments it reads
- StripeAccess passes and renewing plans through Checkout; renewals, refunds and chargebacks are read against the first payment's source.
- PaddleUsed to sell to job seekers in many countries with tax handled; renewals and adjustments for refunds and chargebacks are read.
What Tally can't read
- Resumes written, applications sent and interviews landed aren't read; Tally knows about visits and payments only.
- Licences bought by a career center or employer and paid by invoice outside a connected provider aren't read.
- A refund promised by your support team but never issued in Stripe or Paddle isn't counted; only refunds the provider records are.
03Where buyers come from
- Job-title searchesSearches for a resume example for a specific job land on job-title pages; revenue by page shows which titles sell downloads.
- Resume review forumsAnswers in resume-review threads link to builders; those visitors are critical, read the pricing terms and judge you by the renewal.
- Career coachesCoaches on LinkedIn and YouTube recommending the builder send people mid-search, a source to judge by refunds as well as sales.
- University career pagesCareer-center guides list builders for graduating students, who arrive from .edu referrers around the end of a year.
04What Tally answers
Which channel do the disputed renewals come from?
A renewal takes the link of the first payment, and a chargeback takes the link of the payment it reverses, so each dispute's receipt leads back to the visits that won the original pass.
ReceiptsWhen do job seekers actually pay?
Peak hours shows sales by weekday and hour. Its three busiest hours appear only when there's enough data, and they're a good time for the reminder email to an unfinished resume.
Peak hoursWhich job-title example pages sell?
The page breakdown gives every example page its visits and the revenue of the visitors who landed there, so a page that ranks but never sells is easy to spot.
Sources with revenueDoes the access pass turn into lasting subscriptions?
Lifetime value by first source lists renewals and repeat rate, so you can see which channels' buyers keep the plan after the first renewal and which cancel at it.
Lifetime valueHow many people who finish a resume reach the paywall?
Send goals for starting a resume, previewing it and pressing download, then join them in a funnel; each step's drop shows whether the editor or the paywall loses people.
Goals and funnels
05Numbers worth watching
- Refunds and chargebacks
- Refunds and chargebacks by source, the number that tells a channel bringing satisfied job seekers from one bringing disputes.
- Renewals
- Renewals by first source after the access pass ends, which says whether the plan is worth keeping for that channel's buyers.
- Conversion
- Paying visitors over visitors for each job-title page, which ranks the example library by what it earns.
- Revenue by source
- The money behind each source net of refunds, so a source that sells many passes and refunds most of them doesn't look like a winner.
06An example
Busiest on Mondays, 14:00–17:00
2.1× the visits of an average three hours. Post around Mon 13:00 to be there as they arrive.
Shades are each hour's average over the times this period holds it, so a weekday that comes round five times doesn't outshine one that comes round four. The totals beside and below are the period's actual sums, not averages.
07Setting up
- StripeCreate the paywall's Checkout Session with tally_visitor_id in metadata and subscription_data, so the renewal and any refund after it point to the right source.
- Next.jsIn a Next.js builder, the tag in the root layout counts moves between the editor, preview and pricing steps as pageviews.
- Mark the download button with data-fast-goal, so reaching the paywall is a goal you can follow by source.
08Questions
A renewal gets refunded. Which source loses the revenue?
The source that won the original pass. The refund follows the renewal, and the renewal follows the first payment's link.
Can Tally tell us whether users got the job?
No. It sees visits and payments. Anything after the download, applications, interviews or offers, happens outside your site.
Do people who build a resume but never pay show up anywhere?
Yes, as visitors with their pages, engaged time and any goals they reached. They just carry no revenue, which is what conversion by source compares against.