Which recipes, posts and gift seasons fill your cooking classes.

01How they sell

• One-offSeats in a dated live class, recordings of past classes, gift cards and private team classes, each paid once.
• SubscriptionA monthly membership with a set number of live classes and the recording library.

02Payments it reads

• StripeClass seats and gift cards through Stripe Checkout or Payment Links, and private team classes invoiced through Stripe.
• Lemon SqueezyRecorded classes and recipe booklets sold as Lemon Squeezy downloads beside the live schedule.

03Where buyers come from

• InstagramClips of a dish being made send viewers through the in-app browser to the class page, often on a phone.
• PinterestRecipe pins bring cooks who find the class through the recipe, sometimes long after the pin went up.
• Gift buyersBefore the holidays, people buy classes for someone else, often after searching for a cooking-class gift.
• Team organisersSomeone booking a team class compares a few schools, asks for a quote and pays by invoice weeks later.

04What Tally answers

1. When do people book classes and gifts?

   Peak hours lays out sales by weekday and hour; set it to the gift season or to a normal month and the two patterns can be compared.

   Peak hours

2. How many gift cards turn into booked classes?

   Send a goal when a gift code is redeemed on your site, such as tally('gift_redeemed'), and the goals view counts redemptions by source next to the gift sales.

   Goals and funnels

3. Was the team class linked to the organiser's visits?

   The receipt shows how the invoice was tied, typically by the organiser's email matching the identify call on your quote form, with its confidence.

   Receipts

4. Do recipe posts sell classes?

   The page breakdown puts revenue beside each recipe page, so you can see which dishes bring people who go on to book.

   Sources with revenue

5. Do people book on the day they find us?

   Path to purchase gives the share who buy on their first visit and the median time for the rest, with the pages they saw first.

   Path to purchase

05Numbers worth watching

First-visit buyers

Live class seats often sell on the first visit when the date is close; a low share means people need reminders.

Revenue by source

Money per source, so Instagram's reach and Pinterest's long tail can be compared by bookings.

Repeat rate

The share of customers who book again, the sign that the class itself is bringing people back.

06An example

07Setting up

1. WebflowOn Webflow, put the tag in the site's head code so the schedule, each class page and the gift page carry it.
2. StripePayment Links per class tag themselves in cookie mode; for team classes, send the invoice to the email the organiser gave on your quote form.
3. Call tally('identify', { email }) when the quote form is sent, so the invoice paid weeks later links to the organiser's visits.

08Questions

• I list classes on Eventbrite as well. Will Tally count those seats?

  No. Eventbrite takes the payment, so those seats aren't read. Seats booked through your own Stripe or Lemon Squeezy checkout are.

• Is a gift card a sale when it's bought or when it's used?

  When it's bought: that's the payment. Redemption isn't a payment, so count it as a goal if you want to see it.

• Do refunds for a cancelled class show?

  Yes. A refund is counted against the seat it reverses and the source credited for it.