Which report pages and samples lead to a purchase.

01How they sell

• One-offA single report bought by card, priced by licence: one reader, a team or a whole company.
• SubscriptionYearly access to a library of reports and updates, renewed by the buyer's company.

02Payments it reads

• StripeReports bought by card through Stripe Checkout, and company licences sent as Stripe invoices; both are read, with refunds.
• PaddlePublishers who sell to companies in many countries use Paddle as merchant of record for the tax and invoices; transactions and adjustments are read.

03Where buyers come from

• SearchSearches for a market's size or outlook bring analysts who read the summary page and leave, then return on a later visit to buy.
• LinkedInPosts with a chart from a report send professionals, often from the LinkedIn app's in-app browser.
• AI assistantsPeople asking an assistant about a market follow its citations to your summary page, in a channel of their own.
• Press mentionsA figure quoted in an article sends readers who look for the source; the referrer and revenue sit side by side.

04What Tally answers

1. How long does a company take to buy after a first visit?

   Path to purchase gives the median time and visits from first visit to purchase, a histogram of how long it took, and the pages buyers saw, which for a report often include the summary, the contents and pricing.

   Path to purchase

2. Do sample requests turn into sales?

   Mark the sample-request form as a goal and the goals view gives completions, converting visitors, conversion and their revenue; a funnel from summary to sample to checkout shows where buyers stop.

   Goals and funnels

3. What did the buyer of the company licence look at?

   Their journey in the visitor list shows each visit with source, country, pages and engaged time, so you can see which pages a large buyer read before paying.

   Visitors and journeys

4. Are AI crawlers reading our report summaries?

   Once a server snippet reports them, the crawlers view counts AI crawlers' requests by crawler, operator, purpose and page, so you can see which summaries they fetch, apart from your visitors.

   AI crawlers

5. Was this invoice linked to a visit, and how?

   The sale's receipt shows its evidence chain, from the first visit to the payment with ids, and the method and confidence that tied them, such as the buyer's email matching an identify call.

   Receipts

05Numbers worth watching

Median time to buy

The median time from first visit to purchase; a long one is normal when the buyer needs approval, and it tells you how long to keep following up.

Goal conversion

The share of visitors who request a sample or contents, by source and page.

Revenue by source

Revenue per source, which matters most when a few sales make up the year and each one needs to be explained.

Coverage

The share of revenue linked to a visitor; invoiced sales link only by email, so identifying the sample requester lifts it.

06An example

07Setting up

1. Any HTML sitePut the tag in the head of every report page, the sample form and the checkout page.
2. Call tally('identify', { email }) when someone requests a sample, so an invoice paid weeks later by the same address links by email.
3. PaddlePass the visitor's id in customData when opening Paddle checkout for a report, so card sales link with high confidence.

08Questions

• Can Tally tell me which company a visitor works for?

  No. It records a visitor's city and country from the IP, then drops the IP; it doesn't look up employers. A buyer's email links their payment when your site identified them.

• A sale was paid by bank transfer. Will it appear?

  Not if the money went straight to your bank. If you sent a Stripe or Paddle invoice and the buyer paid it there, it's read like any other payment.

• Are prices in euros and pounds counted correctly?

  Amounts are taken without tax and converted to US dollars at the ECB rate for the day, so a report sold in euros adds up with the rest.