Software as a service
For HR software: which templates, countries and referrals bring companies that pay per employee.
HR software is often bought by a founder or an operations lead at a small company, priced per employee and shaped by each country's employment rules. Tally ties every subscription to the visits that led to it and shows revenue by country, so you can see where the product sells and which pages earn it.
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01How they sell
- SubscriptionPriced per employee per month, so a customer's bill rises as they hire; annual terms tend to follow once a company has run a review cycle in the tool.
- One-offSome sell an onboarding package once, for importing records and setting up policies, billed beside the first month.
02Payments it reads
- StripeSubscriptions by employee count through Checkout or invoices; each headcount change bills on the same subscription and keeps its source.
- PaddleChosen by HR tools sold to small companies in many countries, where a merchant of record takes care of VAT and sales tax on the plan.
What Tally can't read
- Payroll funds that pass through your product to employees are not your revenue and aren't read; only the payments for your plans are.
- Employee records, leave requests and reviews inside the app are never read.
- Contracts your finance team invoices and collects by bank transfer outside Stripe or Paddle aren't counted.
- Plans resold by a payroll provider or benefits broker who bills the customer themselves don't reach your account, so they aren't read.
03Where buyers come from
- HR template searchesSearches for an employee handbook, a leave policy or an offer letter bring founders doing HR for the first time; they read, download and come back when the company grows.
- Accountants and payroll partnersAdvisers recommend tools to their clients; a partner link with UTMs gives each adviser a row with revenue.
- Founder communitiesStartup forums and Slack groups pass links around, and those visits arrive with no referrer for Readable Direct to sort.
- Review directoriesOperations leads comparing tools read G2 or Capterra and click straight through to pricing.
04What Tally answers
Which countries are customers paying from, and is that where the product is strongest?
The country breakdown puts revenue beside visitors for each country. HR rules are local, so a country with many visitors and little revenue may be one the product doesn't cover well enough yet.
Sources with revenueDo people who read our policy templates ever buy?
What they read sets buyers' engaged time and scroll depth on each page against everyone else's; if buyers read the templates as closely as the pricing page, the templates are part of the sale.
What they readWhen do HR buyers research, and when do they pay?
Peak hours lays out visits and sales by weekday and hour; for software bought at work the two layers can differ, and the view names the busiest hours only when there are enough sales to support it.
Peak hoursHow many visits does a company make before it subscribes?
Visits and pages before buying are in path to purchase, with the pages buyers saw; a founder reading templates months before hiring their tenth person shows up as a long path.
Path to purchaseDoes the per-employee price calculator help or scare people?
Send a goal with tally('calculator', { employees }) when someone uses it; the goals view gives completions and the revenue of visitors who used it, to set against the site's conversion as a whole.
Goals and funnels
05Numbers worth watching
- Revenue by source
- Revenue by country as well as by channel, since an HR product's fit is decided country by country.
- Visits before buying
- Visits before subscribing; a long count suggests the site is read by people who aren't the final decision maker.
- Goal conversion
- The share of visitors who download a template or book a demo, by source, which shows what the content brings in.
- Renewals
- Renewals by first source, which on per-employee pricing also carry each customer's headcount growth.
06An example
Busiest on Mondays, 14:00–17:00
2.1× the visits of an average three hours. Post around Mon 13:00 to be there as they arrive.
Shades are each hour's average over the times this period holds it, so a weekday that comes round five times doesn't outshine one that comes round four. The totals beside and below are the period's actual sums, not averages.
07Setting up
- Any HTML sitePut the tag in the head of the marketing site and the template pages, which can be the busiest part of the site.
- StripeWhen your app creates the subscription, add the visitor's id to the Checkout Session's metadata and subscription_data.
- For visitors in the EU and UK, use consent-first mode and call tally('consent', true) when they accept cookies; until then they are counted without one.
- Mark template downloads with data-fast-goal, so each template is a goal you can follow to revenue.
08Questions
Our customers' employee data is sensitive. Does Tally touch it?
No. It sees visits to your website and the payments for your own plans. The visitor's IP finds the city and is then dropped, and nothing inside your product is read unless you send it as a goal.
A customer adds twenty employees. How does that show?
As a larger invoice on the same subscription, credited to the source that won the customer's first payment, so the channel keeps the growth it started.
Can we compare revenue across countries that pay in different currencies?
Yes. Amounts are converted to US dollars at the ECB rate for the day and shown without tax, so countries are compared on one scale.