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For cohort courses: what fills the seats before enrolment closes.

A cohort course sells seats a few times a year: interest builds for weeks, enrolment opens, and the class fills or doesn't before the start date. Tally ties each seat to the visit that won it, so you can see which posts, emails and alumni filled the last cohort before planning the next.

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01How they sell

  • One-offA seat in a dated cohort, paid in full or with a deposit, at a price that often rises as the start date nears.
  • SubscriptionA short payment plan for the seat, or an alumni membership with office hours between cohorts.

02Payments it reads

  • StripeSeats sold through Stripe Checkout or Payment Links on the course site, and company-paid seats sent as Stripe invoices.
  • Lemon SqueezyInstructors who want tax handled sell seats through Lemon Squeezy, with orders and refunds read.

What Tally can't read

  • Seats sold on a cohort marketplace's own checkout aren't read; only your connected provider is.
  • Employers paying for a seat by bank transfer outside Stripe or Lemon Squeezy isn't read.
  • Who attends the live sessions isn't counted; Tally sees visits to your site, not the video calls.
  • A waitlist or interest list held in your email tool isn't read; mark the sign-up as a goal to count it.

03Where buyers come from

  • Interest listThe email that announces enrolment brings back people who signed up months ago; tag it and it shows as a campaign with its seats.
  • AlumniPast students sharing the course in chats and team channels show as shared links in Readable Direct.
  • LinkedInInstructor posts reach professionals whose employer may pay, which can make the gap between visit and payment long.
  • PodcastsA guest spot before enrolment sends listeners to a tagged show-notes link, often weeks ahead of buying.

04What Tally answers

  1. How long does someone follow us before taking a seat?

    Path to purchase gives the median time and visits from first visit to purchase, with a histogram, so you can see whether seats go to people who found you this enrolment or several cohorts ago.

    Path to purchase

  2. Which days of enrolment week sell the most seats?

    Set peak hours to the enrolment window and switch to sales; it shows seats by weekday and hour, naming the busiest three hours when there are enough sales to say so.

    Peak hours

  3. Does the interest list turn into enrolments?

    Count the interest form as a goal and the goals view gives its completions and the revenue of those visitors once they enrol, by source.

    Goals and funnels

  4. Do alumni come back for the advanced cohort?

    Lifetime value counts every purchase by a customer under their first source, with repeat rate, so students who take a second cohort raise their channel's average.

    Lifetime value

  5. Was this company-paid seat linked to the student's visits?

    Its receipt shows how it was tied: an invoice usually links by the student's email matching an identify call, at medium confidence, and the receipt says so.

    Receipts

05Numbers worth watching

Median time to buy
The median time from first visit to a seat, which says how early to start talking about the next cohort.
Goal conversion
The share of visitors who join the interest list, by source, in the weeks before enrolment.
Repeat rate
The share of students who buy again, an advanced cohort or the alumni membership.
Conversion
Paying visitors over all visitors during the enrolment window, cohort against cohort.

06An example

Example

Path to purchase

Last 30 days · 105 of 124 new sales, the ones linked to a visitor

Median time to buy

3days

from their first visit

Median visits

3visits

the one they paid in included

Bought on the first visit

12%

13 of 105

Pages before buying

11

median pages viewed

Where buyers came from, and who closed the sale

105 new sales: where each buyer first came from, and the source credited with the sale.

50% of new sales were credited to the source that first brought the buyer in. Hover or focus a flow for its numbers.

  1. Googlecredited toGoogle26
  2. x.comcredited tox.com10
  3. Other (3 sources)credited toOther (3 sources)10
  4. Directcredited toOther (3 sources)9
  5. ChatGPTcredited toChatGPT9
  6. Other (3 sources)credited toNewsletter9
  7. Redditcredited toReddit8
  8. Googlecredited toNewsletter6

6 smaller flows in the table below.

Show the flows as a table
105 new sales: where each buyer first came from, and the source credited with the sale.
Brought them inCredited with the saleNew salesShare
GoogleGoogle2625%
x.comx.com1010%
Other (3 sources)Other (3 sources)1010%
DirectOther (3 sources)99%
ChatGPTChatGPT99%
Other (3 sources)Newsletter99%
RedditReddit88%
GoogleNewsletter66%
DirectGoogle55%
x.comGoogle55%
RedditGoogle33%
DirectReddit22%
ChatGPTGoogle22%
Other (3 sources)ChatGPT1<1%

Time from first visit to purchase

  1. 13Same visit: 13 sales (12%), bought in their first visit
  2. 13Same day: 13 sales (12%), a later visit, under 24 hours after the first
  3. 301–3 days: 30 sales (29%), 1 to 3 days after the first visit
  4. 194–7 days: 19 sales (18%), 4 to 7 days after the first visit
  5. 151–2 weeks: 15 sales (14%), 8 to 14 days after the first visit
  6. 102–4 weeks: 10 sales (10%), 15 to 28 days after the first visit
  7. 51–3 months: 5 sales (5%), 29 to 90 days after the first visit
  8. 03+ months: 0 sales (0%), 91 days or more after the first visit

Pages buyers saw before paying

Share of the 105 buyers who viewed each page before paying

  1. /pricing96%, 101 of 105 buyers
  2. /71%, 75 of 105 buyers
  3. /signup63%, 67 of 105 buyers
  4. /docs38%, 40 of 105 buyers
  5. /blog/stripe-fees26%, 28 of 105 buyers
  6. /compare21%, 23 of 105 buyers
  7. /changelog8%, 9 of 105 buyers
  8. /blog/launch-week5%, 6 of 105 buyers

Only new sales count here. Renewals and upgrades belong to the visit that won the subscription, so counting them would count that journey again.

Fig. 1Path to purchase on the example site. For a cohort course, the time-to-purchase histogram shows whether seats go to new visitors or to people who waited for enrolment to open.

07Setting up

  1. FramerOn a Framer course site, add the tag in custom code for the whole site so the course page, the interest form and the enrolment page carry it.
  2. StripePayment Links tag themselves in cookie mode; for Checkout your code creates, pass the visitor's id in metadata.
  3. Call tally('identify', { email }) on the interest form, so a seat paid months later, or invoiced to an employer, links by email.

08Questions

  • Enrolment only opens twice a year. Is there enough data?

    The past 365 days of payments are imported when you connect, so last year's cohorts are there from the start. Views like peak hours only name busy hours when the sales support it.

  • A company pays for three seats on one invoice. How is that credited?

    It's one payment, credited to the visit it links to, usually by the email on the invoice. It isn't split across the three students.

  • Can I see which cohort a sale belongs to?

    Send a goal per cohort from its enrolment page, such as tally('enrol_spring'), and each counts on its own in the goals view with the revenue of the visitors who reached it.

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