For Lightroom preset sellers: which reel, story or before-and-after sold the pack.

01How they sell

• One-offPacks of desktop and mobile presets bought once, with bundles and seasonal collections sold to the same followers.
• FreemiumA free preset given for an email address, so followers can try the look on their own photos first.

02Payments it reads

• Lemon SqueezyCheckout links that deliver the preset files, with tax handled for followers abroad; orders and refunds are read.
• StripePayment Links from a simple shop page, with downloads delivered after payment; refunds and chargebacks are read.

03Where buyers come from

• Instagram reelsReels of the edit send followers through the bio link in Instagram's in-app browser, which Readable Direct names.
• Story link stickersStory links during a launch bring followers in a burst over a few hours; peak hours shows exactly when.
• PinterestBefore-and-after pins send people searching for a look, a slow and long-lived source.
• YouTube editsEditing walkthroughs send viewers who want the exact preset; a UTM on each description link gives every video a row.

04What Tally answers

1. Why do so many orders show as Direct?

   Taps from Instagram's or TikTok's in-app browser often arrive without a referrer. Readable Direct reads them as in-app visits, apart from typed visits, shared links and returns from checkout.

   Readable Direct

2. When do followers buy after a story goes up?

   Peak hours shows sales by weekday and hour; set the range to launch week and the hours after each story stand out, with the busiest three named when there's enough data.

   Peak hours

3. Does anyone use the before-and-after slider?

   Heatmaps show clicks and scroll on each preset page, so you can see whether visitors drag the slider or scroll straight to the price.

   Heatmaps

4. Do Pinterest buyers spend as much as Instagram ones?

   The source breakdown carries revenue on every row, and revenue per visitor puts the two side by side.

   Sources with revenue

5. Do buyers come back for the next collection?

   Lifetime value by first source gives repeat rate, so the sources whose buyers collect every pack show apart from one-time buyers.

   Lifetime value

05Numbers worth watching

First-visit buyers

The share who buy on their first visit, which is where reel-driven impulse buys show.

Revenue per visitor

Revenue per visitor for each source, comparing a busy Instagram day with a quiet Pinterest month.

Repeat rate

The share of buyers who bought another pack, the sign of followers who trust your eye.

06An example

07Setting up

1. Any HTML sitePaste the tag into your site builder's header code setting, so the shop and every preset page carry it.
2. Lemon SqueezyAdd tally_visitor_id to the checkout's custom data on each preset page, so orders from phones link with high confidence.
3. Tag the bio link with utm_source=instagram&utm_medium=bio, so in-app visits carry their source even without a referrer.

08Questions

• Can Tally tell which reel sold the most?

  Only if each reel sends people through a different link. One bio link can't tell reels apart, so the closest you get is the timing in peak hours and in each sale's receipt.

• My shop runs on a store builder with its own checkout. What will Tally show?

  Visits, sources, reading and goals, yes. Orders only if the checkout is Stripe, Paddle, Lemon Squeezy or Polar in your own account.

• Followers buy on their phones. Is that a problem?

  No. Phone visits count like any other, and the device breakdown shows how much of your revenue comes from phones.