Software as a service
For customer support software: which switchers and integrations bring teams that pay per agent.
Help desks and chat tools are bought by support leads, often when a contract with another vendor is ending or a team has outgrown a shared inbox. Tally ties each per-agent subscription to the visits behind it, so you can see which comparisons, integrations and widget links bring teams that buy and stay.
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01How they sell
- SubscriptionPer-agent plans monthly or annually, with higher tiers for automation, reporting or more channels; teams add agents as they hire.
- UsageSome charge for AI-answered conversations or resolutions on top of seats, billed as usage on the same invoice.
02Payments it reads
- StripeAgent plans and usage charges through Stripe subscriptions; added agents, renewals and refunds are read.
- PaddleUsed by support tools selling to small teams in many countries with tax handled; transactions and adjustments are read.
What Tally can't read
- Tickets, chats and customer data inside your help desk are never read.
- The chat widget runs on your customers' sites, so visits there aren't yours; a 'powered by' click counts only once the visitor reaches your site.
- Annual contracts paid by bank transfer against your own invoice, outside a connected provider, aren't read.
03Where buyers come from
- Switching searchesTeams whose contract is ending search for alternatives and migration guides, with a deadline that makes them quick to decide.
- Integration marketplacesListings in an e-commerce or CRM platform's app directory bring teams already using that platform.
- Widget 'powered by' linksYour widget's link on customers' sites reaches people who run support themselves; a UTM shows what it brings.
- Support guidesArticles on response times, macros and staffing rank in search and bring support leads who aren't shopping yet.
- Review directoriesSupport leads compare a shortlist on G2 or Capterra before starting a trial.
04What Tally answers
Do teams switching from another help desk buy quickly?
Path to purchase gives the share who buy on the first visit and the median time to purchase; a migration page that sits in buyers' paths shortly before payment is serving switchers on a deadline.
Path to purchaseWhen in the week do support leads pay?
Peak hours by weekday and hour, switched to sales, lays out when teams pay; it names the busiest three hours when there are enough sales, which helps when you schedule trial calls.
Peak hoursWhich integration listing sends paying teams?
The referrer breakdown gives each marketplace listing its visitors and the revenue of the buyers credited to it, on one row.
Sources with revenueDo buyers watch the setup walkthrough page?
Engaged time and scroll depth per page, buyers against everyone else, show whether the walkthrough holds the people who go on to pay; if it does, send trial users there first.
What they readCan the team get a message for each new paying account?
Sale alerts post to Slack, Discord, Telegram, email or a webhook with the credited source, and a daily or weekly digest sums them up.
Alerts and digests
05Numbers worth watching
- First-visit buyers
- The share who pay on their first visit; switchers with a contract deadline push it up.
- Refunds and chargebacks
- Refunds and chargebacks by source, which show where teams come from who find the migration harder than promised.
- Renewals
- Renewals by first source, the test of whether a channel's teams make it past their first annual term.
- Revenue by source
- Revenue behind each integration listing, review directory and widget link, rather than their trial counts.
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
- Any HTML sitePut the tag on the marketing site, pricing and sign-up pages, never in the chat widget you ship to customers.
- StripeAdd the visitor's id to the Checkout Session's metadata and to subscription_data, so added agents and renewals keep the source.
- Tag the 'powered by' link in the widget with UTMs, so its clicks arrive as one campaign.
08Questions
Our widget loads on thousands of customer sites. Will those visits count?
Not unless the tag is there, and it shouldn't be. Only pages that load the tag are counted; the widget's own traffic stays out.
Is AI resolution usage counted as revenue?
When it's billed on a Stripe or Paddle invoice, yes, as part of that invoice. Usage that hasn't been billed yet isn't revenue.
Can we see a customer's visits from before they started the trial?
Yes, in the visitor list: once the payment links, the customer's journey lists their visits, pages and engaged time before and after they paid.