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Software as a service

For logistics software: which carrier pages and searches bring fleets and shippers that pay.

Logistics software ranges from route planners for small delivery fleets to multi-carrier shipping tools, sold per driver, per vehicle or per shipment. Tally links each plan and usage invoice to the visits behind it, and the holiday peak shows up in what existing customers pay as well as in new sales.

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01How they sell

  • SubscriptionPlans per driver, vehicle or user, monthly or yearly; fleets add drivers ahead of busy periods.
  • UsagePer-shipment or per-label pricing, so a shipper's bill rises with volume in the peak season.

02Payments it reads

  • StripeDriver plans and metered shipment charges through Stripe; each usage invoice is read and keeps the first payment's source.

What Tally can't read

  • Plans billed through an e-commerce platform's app listing, such as the Shopify App Store, aren't read.
  • Postage and freight your customers pay carriers directly aren't read.
  • Driver app installs from Google Play or the App Store aren't visits, and in-app purchases there aren't read.

03Where buyers come from

  • Carrier-specific searchesShippers search for software for one carrier or one kind of label, and the page they land on names it.
  • Route planning searchesOwners of small delivery fleets look for route optimisation once their stops grow past what one person can plan.
  • Store integration directoriesOnline sellers find shipping tools in their store platform's integration directory.
  • Courier and fleet groupsOwner-operators swap recommendations in forums and groups, sometimes inside an app's browser.
  • Peak season searchesSearches for shipping cut-off dates and peak surcharges rise before the holidays and bring shippers under pressure.

04What Tally answers

  1. Does peak season bring new accounts, or more usage from old ones?

    Lifetime value by first source adds each usage invoice to the customer's first source, so a peak shows as larger invoices from existing customers, while new customers in the same weeks appear as sales of their own.

    Lifetime value

  2. When do dispatchers and shippers visit?

    Peak hours by weekday and hour shows visits and sales; for people who plan routes before the day starts, the busy hours may be early, and the view names them only when there's enough data.

    Peak hours

  3. Which carrier-integration page sells?

    Landing pages listed with revenue beside visitors rank carrier pages by what their visitors went on to pay.

    Sources with revenue

  4. Do fleet owners compare several times before paying?

    Visits before purchase and the median time are in path to purchase, with the pages buyers saw on the way, comparison and pricing pages included.

    Path to purchase

  5. Will we notice if sign-ups quietly stop in the middle of peak season?

    A drop alert flags an unusual fall, and a daily digest by email, Slack, Discord, Telegram or webhook keeps the numbers in front of you, so a broken checkout isn't found weeks later.

    Alerts and digests

05Numbers worth watching

Renewals
Renewals by first source; with per-shipment pricing they swell in peak season and show which channels' shippers grew.
Revenue by source
Revenue behind each carrier page, integration directory and fleet community.
Visits before buying
Visits before paying, which rises when fleet owners compare route planners over several days.
Refunds and chargebacks
Refunds and chargebacks by source, including shippers who leave after the peak.

06An example

Example

Peak hours

Last 30 days · UTC

VisitsSalesRevenue

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.

000102030405060708091011121314151617181920212223Total
Mon3,61741$1,651
Tue2,56830$1,168
Wed2,10623$981
Thu2,05722$942
Fri1,84421$874
Sat2,21324$1,007
Sun1,78620$827
All16,191181$7,450
Busiest three hours

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.

Fig. 1Peak hours on the example site by weekday and hour. For logistics software, look at early weekday hours: people who plan the day's routes may visit before offices open.

07Setting up

  1. Next.jsIf the marketing site is a Next.js app, place the tag in the root layout, so carrier and integration pages are counted alike.
  2. StripePut tally_visitor_id in the Checkout Session's metadata and subscription_data; metered shipment invoices then follow the first payment's link.
  3. Call tally('identify', { email }) at sign-up, so a payment made later from another computer with that email still links.

08Questions

  • Are shipping labels we resell counted as revenue?

    If you charge for them through your Stripe account, yes, as part of the invoice and without tax. Postage a customer pays a carrier directly isn't read.

  • Peak season doubles some customers' invoices. Does that distort lifetime value?

    It raises it, as it should: lifetime value is what a customer actually paid. Compare sources after a full year, so each has been through one peak.

  • Does a driver installing our app count as a visitor?

    No. Installs from Google Play or Apple aren't visits; a driver counts only when they open a page on your website that carries the tag.

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