For invoicing software: does the free invoice generator bring subscribers, and from which countries?

01How they sell

• FreemiumA free generator or a tier with a few invoices a month, upgraded for recurring invoices, reminders and more clients.
• SubscriptionMonthly or yearly plans for freelancers and small teams, with a higher tier for several businesses or users.

02Payments it reads

• StripePlans through Checkout; renewals and refunds are read from the subscription.
• PaddlePicked by invoicing tools selling to freelancers worldwide that want VAT handled; transactions and adjustments are read.
• Lemon SqueezySmaller invoicing apps sell plans through Lemon Squeezy, linked through checkout custom data.

03Where buyers come from

• Invoice template searchesSearches for an invoice template, a freelance invoice or a VAT invoice bring people who need one invoice now.
• Country-specific searchesInvoice rules vary by country, so a page on one country's requirements brings buyers from there.
• Freelancer communitiesFreelancers recommend tools in forums and groups to people just starting out.
• AccountantsAdvisers suggest an invoicing tool that exports cleanly to whatever they use.
• AI assistantsPeople asking an assistant how to write an invoice get pointed at generators and templates.

04What Tally answers

1. Does the free invoice generator lead to paid accounts?

   Send tally('invoice_made') when someone downloads a generated invoice and build a funnel from it to sign-up and upgrade; the goals view shows completions at each step and the revenue of those who finished.

   Goals and funnels

2. Which country's invoice page brings subscribers?

   Revenue sits beside visitors for each landing page and each country in the breakdowns, so a country page that ranks well can be checked against the subscriptions it brings.

   Sources with revenue

3. Do freelancers come back several times before paying?

   Visits before purchase and the median time are in path to purchase; a freelancer who uses the free generator each month before subscribing shows up as a long run of visits.

   Path to purchase

4. Who subscribed this week, and what did they use first?

   The visitor list shows each buyer with where they are, their latest source, pages and what they paid; open one to see the generator visits that came before the subscription.

   Visitors and journeys

5. Can we get revenue by country into our own spreadsheet?

   The REST API and the command line return the figures for any period, so a monthly spreadsheet can be filled without copying from the screen, and the MCP server answers the same questions for an AI assistant.

   API, CLI and MCP

05Numbers worth watching

Goal conversion

The share of visitors who make an invoice with the free generator, the top of the funnel.

Visits before buying

Visits before subscribing; a freelancer who makes one free invoice a month adds a visit each time.

Revenue by source

Revenue by landing page and by country, for deciding which country pages to write next.

First-visit buyers

How many subscribe on their first visit, such as someone who needs recurring invoices from the start.

06An example

07Setting up

1. Any HTML siteAdd the tag to the template and generator pages as well as the marketing site, since they are where many visitors start.
2. StripePass tally_visitor_id into the Checkout Session's metadata and subscription_data from the upgrade screen.
3. Call tally('identify', { email }) when someone saves their first invoice, so an upgrade from another device links by email.

08Questions

• Our users take card payments on invoices through us. Is that read?

  Not when the money lands in your users' own payment accounts. Tally reads the account you connect, which holds what users pay you for their plans.

• Can a generator user who never signs up be tied to a later purchase?

  In cookie mode, yes: the same browser is recognised for a year, so a purchase months later links to its earlier generator visits. In cookieless mode, visits on different days stay separate.

• Is revenue shown with VAT?

  No. Amounts are shown without tax, in US dollars at the ECB rate for the day.