For masterminds: which channels bring applicants who join and renew.

01How they sell

• SubscriptionA yearly seat paid monthly or quarterly, which renews for a second year if the member stays.
• One-offA seat paid in full up front, and tickets to an in-person retreat for members.

02Payments it reads

• StripeSeats invoiced through Stripe after the call, or paid as an instalment subscription; refunds and chargebacks are read with them.

03Where buyers come from

• Member referralsCurrent members recommending the group send people who arrive as shared links or type the address after a conversation.
• Podcast guest spotsThe host's interviews send listeners who read the application page and may wait weeks before applying.
• LinkedInPosts about the group's work reach business owners who visit several times before applying.
• NewsletterThe founder's list is where an intake is announced; tag the announcement to count the applications it brings.

04What Tally answers

1. What did our newest member read before applying?

   Their journey in the visitor list shows every visit with source, pages and engaged time, from the first article they read to the application and the paid invoice.

   Visitors and journeys

2. Where do applicants drop out?

   Mark the application start, the submitted application and the call booking as goals and build a funnel; each step shows completions and the revenue of visitors who reached it.

   Goals and funnels

3. How sure is the link between this invoice and those visits?

   The receipt states the method and confidence: an invoice paid weeks after the call usually links by the applicant's email matching your identify call, at medium confidence, and the receipt says so.

   Receipts

4. Which channel brings members who stay a second year?

   Lifetime value counts each member's payments under their first source, renewals included, so a channel whose members renew shows a higher average.

   Lifetime value

05Numbers worth watching

Coverage

With a few large payments a year, one unlinked seat changes the picture; keep coverage high by identifying every applicant.

Median time to buy

The median time from first visit to the first payment, which shows how long people consider a seat.

Renewals

Second-year renewals by first source, the clearest sign the group delivers for that channel's members.

06An example

07Setting up

1. Any HTML sitePut the tag on the group's page, the application form and the booking confirmation page.
2. Call tally('identify', { email }) when an application is submitted, so the invoice paid after the call links to the applicant's visits.
3. StripeConnect Stripe with a restricted key; invoices and instalment subscriptions are read, and later instalments keep the first payment's link.

08Questions

• We only take twelve members a year. Is Tally worth it?

  With so few sales, each receipt and journey is readable on its own, and the past 365 days of payments are imported when you connect, so last year's intake is there from the first day.

• A member pays by wire. Can we still see where they came from?

  Their visits are counted, but a wire outside Stripe isn't a payment Tally reads, so it won't appear as revenue.

• Does a failed instalment count as a refund?

  No. A failed charge is not a payment. Refunds and chargebacks are counted against the payment they reverse.