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For icon makers: which icon pages and repos lead people to the full pack.

An icon business often gives part of the set away, on GitHub, through npm or as free downloads on single-icon pages, and sells the full pack or a library subscription to designers and developers. Tally ties each licence to the visits behind it, so you can see which icon pages, repos and posts lead from free icons to a paid set.

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01How they sell

  • FreemiumA free subset, open source or free for personal use, that carries a link to the full pack.
  • One-offThe full pack with personal, team or extended licences, bought once with updates as icons are added.
  • SubscriptionA library subscription to every set you make, with new icons each month and access ending when it lapses.

02Payments it reads

  • Lemon SqueezyLicences for the full pack with file delivery; orders, subscription invoices and refunds are read.
  • StripeCheckout for the library subscription and one-off packs on a custom site; renewals and chargebacks are read.
  • PaddleTeam and extended licences sold to companies abroad with tax handled; transactions and renewals are read.

What Tally can't read

  • Installs of your free icons from npm or downloads from GitHub aren't counted; only visits to your site are.
  • Sales on IconScout, Iconfinder or Creative Market are paid out by those marketplaces and aren't read.
  • Where buyers use the icons, in apps or on websites, isn't tracked.

03Where buyers come from

  • Single-icon pagesEach icon's own page turns up in searches for an icon of a thing; the page breakdown ranks icon pages by their visitors' revenue.
  • GitHub and npmDevelopers using the free set follow the README link to the full pack, arriving from github.com or npmjs.com.
  • Dribbble and XShowcases of the set's style send designers comparing icon families, who look at the full grid before buying.
  • AI assistantsDevelopers asking an assistant for an icon set for their stack land in the AI channel.

04What Tally answers

  1. Which icon pages bring buyers?

    The page breakdown puts revenue beside visits for every icon page, so the handful of pages that lead to sales stand out from the thousands that don't.

    Sources with revenue

  2. How many free downloads lead to a purchase?

    Mark each free download button with data-fast-goal; the goals view gives completions, how many of those visitors paid and their revenue.

    Goals and funnels

  3. Are AI crawlers fetching our thousands of icon pages?

    The crawlers view counts AI crawlers' requests by crawler, operator, purpose and page, apart from visitors; the server snippet for Next.js middleware, Cloudflare Workers or Express reports them.

    AI crawlers

  4. Do library subscribers stay after the first month?

    Lifetime value by first source counts renewals and average lifetime revenue, so a source whose subscribers cancel after one download spree stands out.

    Lifetime value

  5. Do developers using the free set take long to buy?

    Path to purchase gives the median time and visits from first visit to purchase, and the pages buyers saw on the way, often icon pages before pricing.

    Path to purchase

05Numbers worth watching

Goal conversion
The share of visitors who download a free icon, by source, the first step toward the full pack.
AI crawler requests
AI crawler requests per icon page, counted apart from people, which matters on a site with a page per icon.
Revenue by source
The money behind search, GitHub, npm and design posts, side by side.
Renewals
Library subscription renewals by first source, the steady part of an icon business.

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 an icon library, look at the pages buyers saw: single-icon pages ahead of pricing mean search is doing the selling.

07Setting up

  1. Next.jsOn a Next.js site with a page per icon, the tag in the root layout covers every icon page, and the middleware snippet reports AI crawlers.
  2. StripeCreate the subscription's Checkout Session with tally_visitor_id in metadata and subscription_data, so renewals keep the source.
  3. Put a UTM on the full-pack link in your GitHub README and npm description, so those visits group as one campaign.

08Questions

  • Can Tally count npm installs of our free icons?

    No. Installs happen in developers' projects. Tally counts visits to your site, including those that come from the npm page.

  • Free downloads aren't sales. Why count them?

    As a goal they show which pages and sources lead people from free icons to the paid set, and how many free users later pay.

  • Are AI crawler hits mixed into our visitor numbers?

    No. Crawler requests are counted on their own page, apart from visitors, so a crawl of every icon page doesn't inflate your traffic.

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