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For customer feedback tools: which channels bring product teams that keep paying.

Feedback tools, from feature voting boards to in-app surveys and changelogs, are bought by founders and product managers who often first see one on another product's site. Tally ties each subscription to the visits behind it, giving a widget seen elsewhere, a comparison and a founder's recommendation their real share of revenue.

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01How they sell

  • SubscriptionMonthly or yearly plans by tracked users, boards or seats; a team may start monthly and move to yearly once its board is public.
  • FreemiumA free tier with one board or a limit on tracked users, with your branding on the widget.

02Payments it reads

  • StripePlans through Checkout; upgrades, renewals and refunds are read.
  • Lemon SqueezyIndie feedback tools sell plans through Lemon Squeezy checkout links, linked through custom data.
  • PolarFeedback and changelog tools for developer products bill through Polar, whose orders and subscription cycles are read.

What Tally can't read

  • Votes, comments and survey answers your customers collect are never read.
  • Readers of the public boards and changelogs you host belong to your customers; with the tag left off those pages, none of them enter your numbers.
  • Plans a customer's company pays by bank transfer against your own invoice, outside a connected provider, aren't read.

03Where buyers come from

  • Widgets on other productsProduct people notice your widget or board on a tool they use; a UTM on its 'powered by' link credits those visits.
  • Build-in-public postsFounders share which feedback tool they picked while building in public, and their followers click through.
  • Comparison searchesPMs compare voting boards and survey tools on price per tracked user.
  • Product management newslettersNewsletters for PMs mention tools in roundups and send careful readers.
  • AI assistantsProduct managers ask an assistant for a feedback tool that fits their stack and land in the AI channel.

04What Tally answers

  1. How many visits does a product manager make before buying?

    Path to purchase gives visits before buying, the median time and the pages buyers saw, so you can tell whether PMs decide in one sitting or come back over weeks.

    Path to purchase

  2. Which channel's customers stay past the first quarter?

    Lifetime value by first source counts renewals and repeat rate per channel; a board can be abandoned once a launch is over, and the repeat rate shows which channels bring teams who keep theirs running.

    Lifetime value

  3. Does the widget's 'powered by' link send paying teams?

    With UTMs on the link, the campaign breakdown gives it a row with visitors and revenue, so you can see what the branding on the free tier is worth.

    Sources with revenue

  4. Can each new subscription land where our team already reads?

    Sale alerts go to Slack, Discord, Telegram, email or a webhook, so a webhook can post each new customer, with their credited source, into whatever tool your team watches.

    Alerts and digests

  5. Do visitors who open the demo board convert?

    Put data-fast-goal on the link to your demo board, and the goals view gives its clicks, converting visitors and their revenue.

    Goals and funnels

05Numbers worth watching

Renewals
Renewals by first source, the check on whether teams keep collecting feedback after the first push.
Visits before buying
Visits before buying, which says whether PMs need several looks or decide on the spot.
Revenue by source
Revenue behind the widget campaign, comparisons, newsletters and the AI channel.
Goal conversion
The share of visitors who open the demo board, the closest thing to a test drive.

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 a feedback tool, look for 'powered by' visits among the first sources and see what closed the sale on the credited side.

07Setting up

  1. Next.jsIn a Next.js marketing site, put the tag in the root layout, and keep it out of the code that serves customers' public boards.
  2. Lemon SqueezyPass the visitor's id in Lemon Squeezy's checkout custom data when the pricing page opens checkout.
  3. Tag the 'powered by' link in the widget and on public boards with UTMs.

08Questions

  • Does Tally read the feedback our customers collect?

    No. It counts visits to your own pages and the payments for your plans, and nothing else.

  • Can we put the tag on our own public board, for our product?

    Yes, any page you control can carry it, and visitors there count like any other. Votes themselves aren't read; send them as goals with tally('voted') if you want them counted.

  • A team pays monthly for two months, then yearly. Is the source kept?

    If the switch happens on the same subscription, yes: each later invoice takes the first payment's link. A new subscription starts a new sale with its own credited visit.

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