For marketplaces: which channels bring buyers who come back, and what the platform account shows.

01How they sell

• One-offBuyers' purchases charged in the platform's account and passed on to the seller, with the marketplace keeping a share.
• SubscriptionSellers' monthly plans for listings, tools or lower fees, paid to the marketplace.
• UsageFees per listing, per lead or per booking, billed to sellers as they use the platform.

02Payments it reads

• StripeCharges made in the platform's own Stripe account, including Connect charges later transferred to sellers, are read; seller plans and fees too.
• PaddleMarketplaces that sell sellers a plan through Paddle have those transactions and renewals read.
• PolarMarketplaces for developer products bill sellers or buyers through Polar, with orders and cycles read.

03Where buyers come from

• SearchBuyers search for what's listed, landing on listing and category pages; the page breakdown shows which bring purchases.
• Sellers' own audiencesSellers share their listings, sending their followers as referrers or shared links; those buyers are often new to the marketplace.
• CommunitiesNiche forums and groups send both sides, and goals for seller sign-ups separate the two.
• AI assistantsPeople asking an assistant where to find a service or an item follow its links in a channel of their own.

04What Tally answers

1. What did a first-time buyer see before paying?

   Their journey in the visitor list shows every visit with source, pages and engaged time before the payment, and later visits if they come back.

   Visitors and journeys

2. Which channels bring sellers rather than buyers?

   Mark seller sign-up as a goal and the goals view gives its completions by source, while revenue by source shows the buyers; the two together show each channel's side.

   Goals and funnels

3. Do buyers from search come back to buy again?

   Lifetime value counts every purchase under the buyer's first source, with repeat rate, so repeat buyers stand apart from one-off ones.

   Lifetime value

4. Why are some purchases unlinked?

   Coverage gives the reason for each unlinked sale, such as a Checkout Session created without the visitor's id, and the snippet that fixes it.

   Coverage

5. Was this order really from the seller's own promotion?

   The receipt shows the visits behind it and the credited one, so a seller's link can be checked against the order.

   Receipts

05Numbers worth watching

Repeat rate

The share of buyers who bought more than once, by first source, the sign of a marketplace people return to.

Revenue by source

Payments in your platform account by source; read it knowing a passed-on charge counts in full.

Goal conversion

Seller sign-ups over visitors, by source.

Coverage

The share of platform revenue linked to a visitor.

06An example

07Setting up

1. Next.jsAdd the tag to the root layout; client-side navigation between listings counts as pageviews.
2. StripePut the visitor's id in the platform's Checkout Session metadata, so purchases charged in your account link with high confidence.
3. Send a goal when someone signs up as a seller, so the supply side's growth is counted next to purchases.

08Questions

• We use Stripe Connect. What does Tally read?

  Charges in your platform account, such as destination charges or charges you transfer from later. Direct charges on sellers' connected accounts, transfers and payouts aren't read.

• Is revenue shown as our take or as the full purchase?

  As the payment in your account, without tax. A charge you pass on to a seller counts at its full amount, since the transfer isn't read.

• Do sellers' plan fees count?

  Yes, when sellers pay them into your platform account through Stripe, Paddle, Lemon Squeezy or Polar; each fee and renewal is read like any other payment.