For trainers: which posts sell the program and which buyers stay on.

01How they sell

• One-offFixed-length programs sold once, such as an eight- or twelve-week plan, often relaunched at the turn of the year.
• SubscriptionA monthly membership with new workouts each week, and remote coaching billed monthly at a higher price.

02Payments it reads

• StripeMemberships and coaching through Stripe Checkout or Payment Links from the trainer's site, with renewals and cancellations' refunds read.
• Lemon SqueezyProgram PDFs and video bundles sold as Lemon Squeezy products, linked by the checkout's custom data.

03Where buyers come from

• InstagramReels and stories send buyers through the in-app browser, often on the same day as the post; Readable Direct names them.
• TikTokA clip can send a large burst from TikTok's in-app browser, mostly phone visitors, few of whom buy on the first visit.
• YouTubeFull follow-along workouts build trust over weeks before viewers buy a program from the description link.
• EmailThe list built from a free workout closes many relaunch sales; tag each send to see which one did.

04What Tally answers

1. Why does most of my traffic show as Direct?

   Instagram and TikTok open links in their own in-app browsers, which often hide the referrer. Readable Direct reads those visits as in-app browsers, apart from typed, shared and checkout-return visits.

   Readable Direct

2. Do program buyers move on to the membership?

   Lifetime value counts every purchase and renewal by a customer under their first source, with repeat rate, so you can see whether program buyers become members.

   Lifetime value

3. When do people buy a new program?

   Peak hours shows sales by weekday and hour over any period, so a January relaunch can be compared with a summer one; it names the busiest three hours only when there are enough sales to support it.

   Peak hours

4. Did that viral reel actually sell programs?

   Each sale's receipt lists the buyer's visits, the one credited and how the payment was tied to the browser, so the sales a reel brought can be counted one by one rather than read off a spike.

   Receipts

5. Which pages did a member see before joining?

   Open a member in the visitor list and their journey shows each visit with its source, the pages seen and engaged time, from the first clip they followed to the checkout.

   Visitors and journeys

05Numbers worth watching

Renewals

Membership renewals by first source; a channel whose members cancel after a month costs more effort than its first sales suggest.

Revenue per visitor

Revenue per visitor by source keeps a TikTok burst in proportion with a smaller, steadier YouTube audience.

Refunds and chargebacks

Refunds and chargebacks by source, which show a promotion that sold to people who weren't ready to train.

Repeat rate

The share of buyers who bought again, a second program or the membership, by first source.

06An example

07Setting up

1. Any HTML siteAdd the tag to the head of your site, including the link-in-bio landing page if it's on your own domain.
2. StripePayment Links tag themselves in cookie mode; for Checkout your code creates, put the visitor's id in metadata and subscription_data so renewals keep it.
3. Use a separate UTM-tagged link for each platform's bio, so visits that arrive without a referrer still carry their campaign.

08Questions

• My membership runs in an app. Will Tally see it?

  Only if members pay on your website through your own Stripe, Paddle, Lemon Squeezy or Polar account. In-app purchases through Apple or Google never reach your provider.

• Does Tally record anything about clients' health or workouts?

  No. It counts visits to your site, the pages seen and the payments behind them. It receives nothing from training apps, and from your forms only the goals and identify calls your site chooses to send.

• A buyer cancels in the first month. How does that show?

  A cancellation stops future renewals; if you refund, the refund is counted against the payment it reverses and the source that earned it.