For link-in-bio tools: creators upgrading on phones, inside Instagram and TikTok's browsers.

01How they sell

• FreemiumA free page with your branding; creators pay to remove it, add themes, collect emails or see their own stats.
• SubscriptionMonthly or yearly Pro plans, plus business plans for brands with several pages.

02Payments it reads

• StripePro plans through Checkout or Payment Links; renewals and refunds are read.
• Lemon SqueezySmaller tools sell Pro through Lemon Squeezy checkout links, linked by custom data.
• PaddleSome sell worldwide through Paddle with VAT handled; transactions and adjustments are read.

03Where buyers come from

• Other creators' pagesThe branding on free pages is seen by fans who are creators too; a UTM on it gives them a campaign.
• InstagramLinks in stories and bios open in Instagram's own browser, which Readable Direct names instead of leaving as Direct.
• TikTokCreators who explain their setup in a video send viewers through TikTok's in-app browser.
• Creator tool roundupsBlogs and videos comparing link-in-bio tools send creators choosing between a few.
• SearchSearches for how to put more than one link in a bio bring creators starting out.

04What Tally answers

1. How much of our traffic arrives inside Instagram or TikTok's browser?

   Readable Direct reads visits with no referrer and names those from in-app browsers, such as Instagram's and TikTok's, apart from typed visits and shared links, with revenue beside each.

   Readable Direct

2. Do creators upgrade on their phones?

   The device breakdown gives visits and revenue for mobile, tablet and desktop, so you can see whether upgrades happen on the device where creators found you.

   Sources with revenue

3. Do creators who arrive from another creator's page pay later?

   Path to purchase draws a flow from first source to credited source; the branding campaign on the left and search or direct on the right means they came back later to buy.

   Path to purchase

4. When do creators upgrade?

   Peak hours on sales shows the weekdays and hours upgrades happen; set it beside when creators post, which is when your branding is seen most.

   Peak hours

5. Why are some upgrades unlinked?

   An in-app browser keeps its cookies apart from the phone's main browser, so a creator who found you in Instagram and paid in Safari can arrive as two visitors. Coverage shows the unlinked share and its reasons; an identify call at sign-up lets the payment link by email.

   Coverage

05Numbers worth watching

Conversion

Paying visitors over all visitors, worth reading for in-app browser traffic and the rest separately.

First-visit buyers

How many upgrade on the first visit; a creator setting up a page for a launch tonight pays at once.

Revenue per visitor

Revenue per visitor by source, weighing a viral TikTok's crowd against a creator roundup's readers.

Refunds and chargebacks

Refunds and chargebacks by source, which flag channels bringing creators who expected a different tool.

06An example

07Setting up

1. Next.jsIf the marketing site is a Next.js app, add the tag in the root layout, and leave it out of the routes that render creators' pages.
2. StripePayment Links are tagged automatically in cookie mode; for Checkout Sessions your app creates, put tally_visitor_id in the metadata and subscription_data.
3. Call tally('identify', { email }) at sign-up, so a creator who signs up in an in-app browser and pays in their phone's main browser links by email.

08Questions

• Do fans visiting creators' pages count as our visitors?

  Not unless your tag runs on those pages. Keep it to your own site, and the branding link's campaign counts the fans who come over.

• A creator sells products through their page. Is that our revenue?

  No. Money creators take from fans goes to their own accounts. Tally reads what creators pay you.

• Does the tag slow the sign-up page on a phone?

  It is one script of about 3 KB, loaded with defer, so the page renders before it runs.