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For compliance software: which framework pages bring buyers with an audit deadline.

Compliance software is bought by founders and security leads who need a SOC 2 report or an ISO 27001 certificate to close a deal, or by small sites that need a cookie banner and policies. Tally links each subscription to the visits that led to it while your own site stays consent-first, which matters when your buyers check.

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01How they sell

  • SubscriptionAnnual plans per framework or per company size, sometimes bundled with an audit through a partner firm.
  • One-offReadiness assessments, policy packs or a single audit sold once.
  • FreemiumFor consent and policy tools, a free tier for one small site, upgraded for more traffic, domains or languages.

02Payments it reads

  • StripeAnnual plans billed by Stripe invoice or Checkout; renewals and refunds are read.
  • PaddlePrivacy and consent tools sold to small sites worldwide use Paddle as merchant of record; transactions and adjustments are read.
  • Lemon SqueezyPolicy generators and cookie-banner tools for small sites sell through Lemon Squeezy checkout links, linked through custom data.

What Tally can't read

  • Audit fees paid directly to the audit firm aren't your revenue and aren't read.
  • Contracts invoiced by your finance team and paid by wire outside Stripe or Paddle aren't counted.
  • Evidence, controls and policies inside customers' accounts are never read.
  • Deals that come through a partner who bills the client and pays you a share by bank transfer aren't read.

03Where buyers come from

  • Framework searchesSearches for SOC 2 requirements, an ISO 27001 checklist or cookie consent rules bring people with a specific obligation and often a date.
  • Audit firm partnersAuditors recommend a platform to clients preparing for an audit; a link per firm keeps each referral visible.
  • Founder and security communitiesFounders who have just been through an audit share what they used, by link in chats and forums.
  • Investor perks pagesPortfolio perks lists send startups that have just been told a large customer wants a report.
  • Security questionnaire searchesTeams facing a questionnaire from a large customer look for help and land on guides first.

04What Tally answers

  1. Do buyers with a deal deadline buy on the first visit?

    Path to purchase gives the share of buyers who paid on their first visit and the median time to purchase; a short path from framework pages is the mark of buyers under deadline.

    Path to purchase

  2. Can our site stay consent-first and still link sales?

    Yes. Until a visitor accepts, the site counts them without a cookie; coverage then shows the share of revenue linked and why the rest isn't, and a Stripe success page with the session id links sales with no cookie at all.

    Coverage

  3. Which framework page sells: SOC 2, ISO 27001 or HIPAA?

    The page breakdown puts revenue beside each landing page, so framework pages are compared on the deals their visitors closed.

    Sources with revenue

  4. Do buyers read our trust centre before paying?

    What they read compares engaged time and scroll depth per page for buyers and everyone else; a security page that buyers read closely is part of the purchase decision.

    What they read

  5. Can we show an audit partner which sales they sent?

    Each sale's receipt lists the visits behind it with their campaign and referrer, plus the method that linked the payment, so you can show the partner which of their links led to it, or that none did.

    Receipts

05Numbers worth watching

Coverage
The share of revenue linked to a visit, worth watching on a consent-first site where some visitors never accept cookies.
First-visit buyers
How many pay on the first visit; deadline buyers push it up, and a fall can mean the urgency has moved to a rival.
Revenue by source
Revenue per framework page, partner and community, for deciding which frameworks to write more about.
Lifetime value by first source
Lifetime revenue by first source; a customer who renews for a second audit year is worth far more than one who stops after the report.

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 compliance software, look at the share who buy on their first visit and the left edge of the histogram: buyers with an audit date move fast.

07Setting up

  1. Next.jsIn a Next.js site, add the tag in the root layout with the site set to consent-first, and call tally('consent', true) from your banner when a visitor accepts.
  2. StripeSend buyers back to a success page with ?session_id={CHECKOUT_SESSION_ID}; it links the sale with high confidence even before consent.
  3. Call tally('identify', { email }) on the demo form, so an invoice sent after the sales call links by email.

08Questions

  • Our buyers inspect our own privacy practices. What does Tally keep?

    In consent-first mode no cookie is set until consent is given, and the IP address finds the city and is then dropped. Each site chooses cookie, cookieless or consent-first mode.

  • Do audit fees we collect on the auditor's behalf count?

    If they're charged through your Stripe or Paddle account, they're read like any other payment; if the client pays the audit firm directly, they aren't.

  • Are annual renewals credited to the original source?

    Yes. A renewal takes the link of the subscription's first payment, so a partner who brought a customer keeps the credit each year.

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