For mobile apps with a web checkout: which campaigns and funnel steps bring subscribers.

01How they sell

• SubscriptionWeekly, monthly or yearly plans sold on the web, often with an intro offer; a yearly plan's renewal arrives a year later with the first payment's source.
• One-offLifetime access sold on the web for buyers who won't take another subscription.

02Payments it reads

• StripeCheckout at the end of the web funnel, including tools that bill through your own Stripe account; renewals, refunds and chargebacks are read.
• PaddleMerchant of record for web subscriptions sold worldwide; transactions, renewals and adjustments are read.

03Where buyers come from

• Creators on TikTokCreator videos link to the funnel from a bio link that opens in TikTok's in-app browser; Readable Direct names it when the referrer is missing.
• Paid social campaignsCampaigns pointed at the quiz carry UTMs, so each campaign's subscribers and revenue show beside its visits.
• SearchPeople searching for the problem the app solves land on articles that lead into the funnel.
• Inside the appFree users tapping an upgrade link in the app open the web checkout; a UTM tells them apart from new visitors.

04What Tally answers

1. Where do people drop out of the web funnel?

   Send a goal at each quiz step and put them in a funnel; the goals view shows how many reach each step and the revenue of the visitors who finished.

   Goals and funnels

2. Which campaign brings subscribers, not just quiz completions?

   The campaign breakdown carries revenue on every row, so a campaign with plenty of quiz takers and few payments shows it plainly.

   Sources with revenue

3. Do intro-offer subscribers renew at full price?

   Lifetime value by first source counts renewals after the intro period, so channels whose subscribers leave at the first full charge stand out.

   Lifetime value

4. Why do creator links show up as Direct?

   In-app browsers often drop the referrer. Readable Direct reads those visits as Instagram's or TikTok's in-app browser, apart from typed visits and shared links.

   Readable Direct

5. Where do people hesitate on the paywall page?

   Session replay, off until you turn it on and with inputs masked, plays back visits to the paywall, so you can see where people scroll, stop and leave.

   Session replay

05Numbers worth watching

Renewals

Renewals by first source after the intro offer ends, the number that decides whether a campaign paid off.

Goal conversion

The share of visitors who reach each funnel step, by source, which shows where a campaign's traffic gives up.

Refunds and chargebacks

Refunds and chargebacks by source, which catch a campaign whose promise doesn't match the app.

Revenue per visitor

Revenue per funnel visitor for each campaign, the revenue half of judging it.

06An example

07Setting up

1. StripeCreate the funnel's Checkout Session with tally_visitor_id in metadata and subscription_data, so renewals and refunds keep the campaign.
2. React and ViteA funnel built as a React app with Vite takes the tag in index.html, and each quiz screen counts as a pageview.
3. Send tally('quiz_step', { step }) on each screen, so the funnel can be built from the steps people reach.

08Questions

• Can Tally read subscriptions bought through Apple's or Google's billing?

  No. Those are paid to the platforms and reported by them. Tally reads subscriptions sold on your web checkout through Stripe, Paddle, Lemon Squeezy or Polar.

• Does Tally know which subscribers installed the app?

  No. Installs happen in the stores. Tally sees the web visit and the payment; whether the buyer then signs in on a phone is in your own data.

• Are refunds on the web checkout counted?

  Yes. Each refund is tied to the payment it reverses and to that payment's campaign, so a campaign's revenue falls with it.