Software as a service
For email marketing software: which channels bring senders whose lists, and bills, grow.
Email marketing software is priced by contacts or sends, so a customer's value depends on how their list grows after they join. Tally ties each account's payments, tier changes included, to the visit that won it, so you can see which migrations, integrations and creators bring senders who grow.
14 days free, no card needed.
01How they sell
- SubscriptionTiers by contact count, billed monthly or yearly; crossing a tier moves the customer to a bigger plan on the same subscription.
- FreemiumA free tier up to a contact or send limit, with your badge in the footer of every free email.
- UsagePay-as-you-go send credits for people who mail rarely, each top-up a separate payment.
02Payments it reads
- StripeContact tiers and credit top-ups through Stripe; tier changes, renewals and refunds are read.
- PaddleUsed by platforms selling to small businesses worldwide that want VAT handled; transactions and adjustments are read.
What Tally can't read
- Plans sold through an e-commerce platform's app listing, such as the Shopify App Store, are billed by that platform and aren't read.
- Opens, clicks and unsubscribes in the emails your customers send aren't read; those belong to them.
- Payments your customers take from their own subscribers, such as a paid newsletter run on your platform, go to their accounts and aren't read as yours.
03Where buyers come from
- Footer badge on free emailsEvery free-tier email carries your name to new readers; a UTM on the badge link shows how many of them sign up and pay.
- Migration searchesSenders leaving another platform after a price rise search for migration guides and move their whole list in one go.
- Store and form integrationsPeople connecting a store, a form builder or a CRM find you through that tool's integration pages.
- Creator affiliatesCreators who teach list-building recommend their platform with affiliate links; each link's revenue and refunds sit on its row.
- Email template searchesSearches for a welcome series or abandoned-cart template bring marketers before they've chosen a tool.
04What Tally answers
Which source gets credit when a customer moves up a contact tier?
The tier change bills on the same subscription, so its receipt carries the first payment's link: the migration guide or affiliate that won the customer gets the growth, and the receipt shows why.
ReceiptsWhich creators' referrals bring lists that keep growing?
Lifetime value by first source adds every tier change and renewal to the source of a customer's first visit, with average revenue and repeat rate, so an affiliate whose audience builds real lists stands out from one whose audience tries and leaves.
Lifetime valueDo switchers read the migration guide to the end?
What they read gives engaged time and scroll depth per page for buyers and for everyone else; a migration guide that buyers finish deserves a link from every comparison page.
What they readDoes the badge on free-tier emails bring paying accounts?
With a UTM on the badge, its campaign row carries visitors and the revenue credited to them, so you can weigh what the badge brings against how often people pay to remove it.
Sources with revenueWhat do buyers check before their first payment?
Path to purchase gives the median time and visits between first visit and first payment, and the pages buyers saw; if pricing and the import guide dominate those pages, people are checking cost and effort before committing.
Path to purchase
05Numbers worth watching
- Renewals
- Renewals by first source, where each tier change shows up as a larger renewal for the source that won the account.
- Lifetime value by first source
- Lifetime revenue per customer by first source, the fairest way to rank channels when a list's size decides the bill.
- Scroll depth
- How far visitors read long comparison and migration pages, buyers against the rest.
- Refunds and chargebacks
- Refunds and chargebacks by source, which catch a channel that brings senders who import a list and then leave.
06An example
Lifetime value by first source
All time: every payment since 1 Nov 2025. The period above doesn't apply.
| First source | Customers | Lifetime revenue | Average value | Renewals | Repeat rate |
|---|---|---|---|---|---|
| GoogleOrganic Search | 325 | $40,560 | $125 | 845 | 52% |
| ChatGPTAI Assistants | 126 | $21,071 | $167 | 391 | 61% |
| Direct | 178 | $18,216 | $102 | 374 | 44% |
| NewsletterEmail | 94 | $17,362 | $185 | 357 | 69% |
| Hacker NewsOrganic Social | 84 | $11,741 | $140 | 227 | 55% |
| x.comOrganic Social | 115 | $10,190 | $89 | 161 | 33% |
| RedditOrganic Social | 84 | $9,016 | $107 | 160 | 40% |
| PerplexityAI Assistants | 42 | $6,342 | $151 | 101 | 57% |
| Every source | 1,048 | $134,498 | $128 | 2,616 | 51% |
A customer is a visitor linked to a sale, counted under the source of their first visit. Lifetime revenue is net of refunds and chargebacks; repeat rate is the share who paid more than once (a renewal, an upgrade or another purchase). $13,167 from 426 payments not linked to a visitor is in no row.
07Setting up
- FramerIf the marketing site is built in Framer, paste the tag into the site's custom code head so every page, the template gallery included, carries it.
- StripePut the visitor's id in the Checkout Session's metadata and subscription_data when an account first upgrades; tier changes then keep it.
- Add UTMs to the badge link in free-tier footers and to links in your own onboarding emails, so both show as campaigns.
08Questions
Are the emails our customers send tracked?
No. Tally counts visits to your own site and the payments for your plans; what happens in your customers' campaigns is theirs.
We sell through a store platform's app listing as well as direct. What is read?
The direct plans billed in your Stripe or Paddle account. Plans billed by the platform's own app billing never reach those accounts, so they aren't in the totals.
Do credit top-ups count as repeat purchases?
Yes. Each top-up is a payment with its own receipt; the customer's row lists them all, and the repeat rate counts every customer who paid more than once.