Software as a service
For field service software: which trades, pages and channels bring contractors who pay.
Field service software sells to plumbers, electricians, HVAC, cleaning and landscaping businesses, each with its own season and its own reasons to buy. Tally ties every subscription to the visit that led to it and splits revenue by landing page, so you can see which trades and channels pay.
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01How they sell
- SubscriptionPlans per user or per technician, monthly or yearly; owners add techs as crews grow, and seasonal trades may change plans with the season.
- One-offSetup, data import or training packages sold once at the start.
02Payments it reads
- StripePlans by technician count through Checkout or invoices; added techs, renewals and refunds are read.
What Tally can't read
- Payments your contractors take from homeowners through your invoicing feature go to their own accounts and aren't read as your revenue.
- Subscriptions in your technician app bought through Google Play or the App Store aren't read.
- Annual plans paid by cheque or bank transfer after a sales call aren't read unless they're invoiced through Stripe.
03Where buyers come from
- Trade-specific searchesOwners search for HVAC scheduling software or a cleaning business invoice template; the trade page they land on says what they do.
- Trade Facebook groupsContractors ask each other what they use, and recommendations arrive by link in in-app browsers or with no referrer at all.
- YouTubeBusiness-of-the-trade channels review software from an owner's point of view; viewers arrive with a crew size and a problem.
- Trade showsBooth visitors scan a QR code or type the name later; a UTM on the code keeps the show's credit.
- Suppliers and associationsDistributors and trade associations recommend tools to members, each through its own link.
04What Tally answers
Which trade's landing page brings paying contractors?
The page breakdown gives each landing page its visitors and the revenue of the buyers it brought, so the plumbing, HVAC and cleaning pages can be ranked by what they sold.
Sources with revenueHow many visits does an owner make before signing up?
Path to purchase shows visits before buying and the pages buyers saw; an owner who checks pricing, a trade page and a demo video over several evenings shows up as a run of short visits before the payment.
Path to purchaseDoes booking a demo or starting a trial bring more crews?
Count both with data-fast-goal; the goals view shows completions, converting visitors and their revenue, and a funnel from pricing to either one.
Goals and funnelsDo contractors from trade shows stay longer than those from search?
Lifetime value by first source sums every payment since the first, renewals and added techs included, so the show's QR campaign and organic search can be compared a season later.
Lifetime valueA contractor says a supplier recommended us. Can we check?
Their sale's receipt lists the visits behind it, with the referrer or campaign on each and the method that linked the payment, so the supplier's link either shows up there or it doesn't.
Receipts
05Numbers worth watching
- Revenue by source
- Revenue by landing page and source, which shows which trades the product really sells to.
- Visits before buying
- Visits before subscribing; owners who research between jobs come back several times.
- Goal conversion
- The share of visitors who book a demo or start a trial, by trade page.
- Lifetime value by first source
- Lifetime revenue by first source, read after a full season so seasonal trades are judged fairly.
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
- WordPressOn a WordPress marketing site, add the tag to the theme's head so every trade page and the pricing page carry it.
- StripePass the visitor's id into the Checkout Session's metadata and subscription_data when owners subscribe online.
- Print trade-show QR codes with UTM tags, one campaign per show.
- Call tally('identify', { email }) on the demo form, so a plan your team sets up after the call links by email.
08Questions
We have a page for each trade. Can we see revenue per trade?
Yes, by landing page: the page breakdown puts revenue on the pages buyers arrived on. If one page serves several trades, give each trade its own UTM-tagged link in your emails instead.
Owners browse from a phone in the van. Does the tag cope?
Yes. The tag is about 3 KB and loads with defer, so it adds little to a page on a weak connection, and the device breakdown shows phone visits and revenue apart.
Do seasonal plan changes count as new sales?
No. A plan change bills on the same subscription and keeps the first payment's source. A contractor who cancels and later subscribes again starts a new sale, credited to the visit before it.