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For CRM software: which comparisons and referrals bring teams that pay for seats.

Teams buying a CRM are leaving spreadsheets or another CRM, and they read comparisons and try an import before paying. Tally ties each seat subscription to the visits that led to it, so you can see whether switchers, template seekers or partner referrals bring the accounts that grow.

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01How they sell

  • SubscriptionPer-seat pricing on monthly or annual terms; seats added later bill on the same subscription, so a team's growth counts under the source that won its first payment.
  • FreemiumA free tier for one or two users, upgraded when the team wants automation, reporting or more pipelines.

02Payments it reads

  • StripeSelf-serve seat plans through Checkout, with seat changes and renewals read from the subscription's invoices.
  • PaddleChosen by CRMs selling to small companies worldwide that want tax handled for them; transactions, upgrades and refunds are read.

What Tally can't read

  • Installs of a Gmail or LinkedIn companion extension from the Chrome Web Store aren't sales, and aren't visits either; only your site's visits and your provider's payments are read.
  • Commissions you pay implementation partners, and fees they bill clients directly, aren't read.
  • Seats a customer adds inside your app appear only once Stripe or Paddle bills them; usage without an invoice isn't revenue.

03Where buyers come from

  • Comparison searchesPeople searching one CRM against another are near a decision; the comparison page they landed on and its revenue sit side by side.
  • Spreadsheet templatesA pipeline or lead-tracker template brings people who aren't shopping yet; path to purchase shows how long they take to come back.
  • Implementation partnersConsultants who set up CRMs send clients with their own links; a UTM per partner gives each a row with revenue.
  • YouTube walkthroughsSetup videos send viewers who have half decided and want to see the product working first.
  • Review directoriesG2 and Capterra profiles send buyers comparing a shortlist, as referrers you can rank by the revenue they were credited with.

04What Tally answers

  1. Do spreadsheet switchers buy faster than people comparing CRMs?

    Path to purchase gives the median time and visits before buying and a flow from each buyer's first source to the credited one. When template pages feed the left side and search or direct the right, template visitors are the ones taking the long way.

    Path to purchase

  2. Do buyers read the import guide before they pay?

    What they read compares engaged time and scroll depth on each page for buyers and for everyone else. An import guide that buyers finish and browsers skim is a page to link from the trial's first email.

    What they read

  3. Is the seat selector on the pricing page confusing people?

    The click heatmap shows where visitors press on the pricing page, including on things that aren't buttons, and the scroll map shows how many reach the plan table at all.

    Heatmaps

  4. Do partner-referred teams add more seats over time?

    Each source's customers, their lifetime revenue with seat additions included, the average and the repeat rate are in lifetime value, so partners whose clients grow stand above those whose clients stay small.

    Lifetime value

  5. Which review directory sends buyers, not just browsers?

    In the referrer breakdown each directory's row carries the revenue of the buyers credited to it, so rank them by that rather than by clicks.

    Sources with revenue

05Numbers worth watching

Revenue by source
The money behind each referrer and campaign, which ranks comparison pages, partners and directories by what their buyers paid.
Lifetime value by first source
Average lifetime revenue per customer by first source; with seat-based pricing, it rewards channels whose teams grow.
Scroll depth
How far visitors get down long comparison pages, buyers against the rest, which shows whether the argument is read to the end.
Refunds and chargebacks
Refunds and chargebacks by source flag a channel bringing teams who find in the first month that the CRM doesn't fit how they sell.

06An example

Example

Reading time

38s

median per pageview

Scroll depth

59%

average depth, of 27,216 views measured

Read to the end

27%

of measured views reached 90% or more

What they read

29,264 pageviews · last 30 days

Open a page to see how far down people read it, and how buyers read it before paying.

  2. /pricing5,526 views78% scrolled on average58s reading time, median

    58s

    reading time, median per view

    78%

    scrolled, on average

    5,526 views · 5,194 with a measured depth

    How far down they read

    Share of measured views that scrolled at least this far

    1. 25% — reached a quarter of the page:95%
    2. 50% — reached half of the page:84%
    3. 75% — reached three quarters of the page:69%
    4. 90%+ — reached the end of the page:48%

    Buyers before paying vs didn't buy

    • Buyers, before paying149 views · 107 buyers96% scrolled on average,1m 41s reading time, median
    • Didn't buy5,342 views · 3,815 visitors61% scrolled on average,44s reading time, median

    35 views by buyers after paying are left out of both.

    Buyers are visitors whose first sale came after viewing this page; only their views before that payment count.

Reading time runs only while the tab is visible and the visitor is active; it's the median per view. A view with no engagement report counts as 0s of reading. Its scroll depth is unknown, so it's left out of every scroll figure rather than counted as 0%. 27,216 of 29,264 pageviews have a measured depth.

Fig. 1What they read on the example site, buyers against everyone else. For a CRM, look at comparison and import pages: those where buyers stay longer than others are doing the selling.

07Setting up

  1. WebflowIf the marketing site runs on Webflow, add the tag in the project's custom code head, so comparison and template pages all carry it.
  2. StripeWhen the app creates the Checkout Session for seats, put the visitor's id in its metadata and in subscription_data, so later seat changes keep the source.
  3. Make template downloads a goal with data-fast-goal on the download button; they are the earliest signal from people not yet shopping.
  4. Give each implementation partner a UTM-tagged link to share, so their referrals show as their own campaign.

08Questions

  • A team adds five seats in month three. Is that a new sale from a new source?

    No. The extra seats bill on the same subscription, so the invoice takes the link of the subscription's first payment and adds to the original source's revenue.

  • Can Tally see what customers do inside our CRM?

    Only what you send it. With the tag in your app, call tally('name', props) for steps like importing contacts and they count as goals; the records in the CRM itself are never read.

  • Free-tier users pay months later. Are they still credited?

    Yes, as long as the payment links to their visitor id or email. Credit goes to their last visit that didn't come direct before paying, and their first visit is kept beside it.

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