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For form builders: whether the badge on every free form brings accounts that pay.

A form builder's free forms are its biggest channel: every respondent sees the badge, and some of them need forms of their own. Tally follows that loop from the badge click to the paid plan and sets it against template pages, integrations and search.

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01How they sell

  • FreemiumA free tier capped by forms, responses per month or file uploads, with the badge on every free form.
  • SubscriptionMonthly or yearly plans that raise response limits, remove the badge and add logic, payments or team access.

02Payments it reads

  • StripePlans through Checkout from the in-app upgrade screen; renewals and refunds are read.
  • Lemon SqueezySmaller form tools sell plans through Lemon Squeezy, with the visitor's id carried in checkout custom data.
  • PaddleUsed by form builders selling worldwide that want VAT handled; transactions and adjustments are read.

What Tally can't read

  • Payments your users collect through their forms go to their own accounts, so they aren't read as yours.
  • Responses submitted to your users' forms are never read.
  • Respondents filling in a form are not your prospects; Tally counts only pages that carry the tag, so keep it off hosted forms.

03Where buyers come from

  • Badge on free formsRespondents who click 'made with' arrive from your users' forms; a UTM on the badge link makes them one campaign.
  • Template searchesSearches for a registration form, an order form or a quiz template bring people who need one form today.
  • Integration pagesPeople connecting forms to a spreadsheet, CRM or email tool find you through those integration pages.
  • Comparison searchesUsers hitting a response cap elsewhere compare limits and prices.
  • Teachers and small organisationsEducators and community groups pass form tools to each other, and the links arrive by email without a referrer.

04What Tally answers

  1. Do people who click the badge come back to pay?

    Path to purchase draws a flow from first source to credited source; badge visitors who return through search weeks later show as the badge on the left and search on the right.

    Path to purchase

  2. Does hitting the response limit lead to upgrades?

    Send tally('limit_reached') when an account hits its cap, and the goals view gives completions, converting visitors and their revenue, so you can see how many pay soon after.

    Goals and funnels

  3. Which integrations bring users who pay?

    Each integration page has a row in the page breakdown with its visitors and revenue, so a spreadsheet integration's users are compared with a CRM integration's.

    Sources with revenue

  4. Do badge sign-ups stay as long as search sign-ups?

    Lifetime value by first source sets renewals and repeat rate for the badge campaign beside those for search, a year of payments deep.

    Lifetime value

  5. What do visitors press in the template gallery?

    The click heatmap shows which templates and filters get pressed, and the scroll map how far down the gallery people go before choosing or leaving.

    Heatmaps

05Numbers worth watching

Goal conversion
The share of visitors who publish a first form, the step before any limit can be hit.
Conversion
Paying visitors over all visitors, which means something only once respondents are kept out of the count.
Lifetime value by first source
Lifetime revenue by first source, comparing the badge loop with search over many months.
First-visit buyers
How many pay on the first visit, which rises with people who need a form with payments or file uploads today.

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 form builder, follow the flow from the badge campaign on the left: where it lands on the right tells you how badge visitors come back to buy.

07Setting up

  1. Any HTML sitePut the tag on your marketing site, template gallery and sign-up pages, not on the hosted forms respondents fill in.
  2. StripeWhen the upgrade screen creates a Checkout Session, add tally_visitor_id to its metadata and subscription_data.
  3. Tag the badge link on free forms with utm_source and utm_campaign, so badge clicks are one campaign.

08Questions

  • Should respondents on hosted forms count as visitors?

    Keep them out: they're your users' audience, not yours. Leave the tag off hosted forms, and the badge's campaign counts the ones who come over to your site.

  • Do payments collected through forms show as our revenue?

    No. Those go to your users' connected accounts. Only payments to you for plans are read.

  • Can we see what someone did before they upgraded?

    Their journey in the visitor list shows each visit with its source, pages and engaged time, from the first badge click to the payment.

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