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For music production software: which tutorials and bundled editions lead to full licences.

Music production software is chosen slowly: a long trial, tutorials watched in the evenings, often a light edition that came with an audio interface, then the full version. Tally ties each licence, edition upgrade and renewal to the visits behind it, so you can see which tutorials, forums and bundles turn into paid upgrades.

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01How they sell

  • One-offEditions from entry level to full, bought outright, with paid upgrades from one edition or major version to the next.
  • SubscriptionA yearly update plan or a subscription edition that renews for new versions, instruments and sounds.
  • FreemiumA full-featured trial, or a light edition bundled with hardware, where the paid upgrade can come months after the first session.

02Payments it reads

  • PaddleMerchant of record for licences sold to musicians in many countries; transactions, edition upgrades and refunds are read.
  • StripeCheckout for licences and update plans; renewals and chargebacks are read.

What Tally can't read

  • Light editions bundled with an audio interface or controller are paid to the hardware maker and aren't read; only the upgrade bought on your site is.
  • Boxed copies and licences sold by music retailers or distributors aren't read.
  • Education licences sold through a reseller or a school's portal aren't read.

03Where buyers come from

  • Bundled editionsOwners of a light edition registered with new hardware visit your site to upgrade; tag the link in the registration email and they form a campaign.
  • Producer tutorialsBeat-making and mixing tutorials show the software on screen and send viewers through the video's description.
  • Music forumsLong threads comparing DAWs send readers in the middle of deciding, who come back several times before buying.
  • Music coursesTeachers and course pages that build lessons around the software send students from the course site.

04What Tally answers

  1. How long from first visit to buying the full version?

    Path to purchase gives the median time and number of visits, plus a flow from first source to credited source, so a slow decision that started with a tutorial and ended with a sale email is visible end to end.

    Path to purchase

  2. Do bundled-edition upgrades come from our registration email?

    If the registration email's links carry a UTM campaign, the campaign breakdown shows that email's visits with the upgrade revenue behind them.

    Sources with revenue

  3. What do buyers look at on our site before buying?

    Each visitor's journey lists their visits, pages and engaged time before the payment, so you can see whether they compared editions, watched the feature videos or went straight to pricing.

    Visitors and journeys

  4. Which source brings customers who buy the next major version?

    Lifetime value by first source shows repeat rate and average lifetime revenue, so a source whose buyers pay for every new version stands apart.

    Lifetime value

  5. Do buyers read the edition comparison page?

    What they read gives buyers' engaged time and scroll depth on each page against everyone else's, so you can tell whether the comparison table helps people choose.

    What they read

05Numbers worth watching

Median time to buy
Median time from first visit to purchase; for software people learn for weeks, judge channels by where buyers end up, not how fast.
Visits before buying
Visits before buying; a light-edition owner coming back to compare editions pushes it up.
Repeat rate
The share of customers who paid again, for an edition upgrade or a new version, by first source.

06An example

Example

Path to purchase

Last 30 days · 105 of 124 new sales, the ones linked to a visitor

Median time to buy

3days

from their first visit

Median visits

3visits

the one they paid in included

Bought on the first visit

12%

13 of 105

Pages before buying

11

median pages viewed

Where buyers came from, and who closed the sale

105 new sales: where each buyer first came from, and the source credited with the sale.

50% of new sales were credited to the source that first brought the buyer in. Hover or focus a flow for its numbers.

  1. Googlecredited toGoogle26
  2. x.comcredited tox.com10
  3. Other (3 sources)credited toOther (3 sources)10
  4. Directcredited toOther (3 sources)9
  5. ChatGPTcredited toChatGPT9
  6. Other (3 sources)credited toNewsletter9
  7. Redditcredited toReddit8
  8. Googlecredited toNewsletter6

6 smaller flows in the table below.

Show the flows as a table
105 new sales: where each buyer first came from, and the source credited with the sale.
Brought them inCredited with the saleNew salesShare
GoogleGoogle2625%
x.comx.com1010%
Other (3 sources)Other (3 sources)1010%
DirectOther (3 sources)99%
ChatGPTChatGPT99%
Other (3 sources)Newsletter99%
RedditReddit88%
GoogleNewsletter66%
DirectGoogle55%
x.comGoogle55%
RedditGoogle33%
DirectReddit22%
ChatGPTGoogle22%
Other (3 sources)ChatGPT1<1%

Time from first visit to purchase

  1. 13Same visit: 13 sales (12%), bought in their first visit
  2. 13Same day: 13 sales (12%), a later visit, under 24 hours after the first
  3. 301–3 days: 30 sales (29%), 1 to 3 days after the first visit
  4. 194–7 days: 19 sales (18%), 4 to 7 days after the first visit
  5. 151–2 weeks: 15 sales (14%), 8 to 14 days after the first visit
  6. 102–4 weeks: 10 sales (10%), 15 to 28 days after the first visit
  7. 51–3 months: 5 sales (5%), 29 to 90 days after the first visit
  8. 03+ months: 0 sales (0%), 91 days or more after the first visit

Pages buyers saw before paying

Share of the 105 buyers who viewed each page before paying

  1. /pricing96%, 101 of 105 buyers
  2. /71%, 75 of 105 buyers
  3. /signup63%, 67 of 105 buyers
  4. /docs38%, 40 of 105 buyers
  5. /blog/stripe-fees26%, 28 of 105 buyers
  6. /compare21%, 23 of 105 buyers
  7. /changelog8%, 9 of 105 buyers
  8. /blog/launch-week5%, 6 of 105 buyers

Only new sales count here. Renewals and upgrades belong to the visit that won the subscription, so counting them would count that journey again.

Fig. 1Path to purchase on the example site. For music software, expect a long time to purchase, and read the flow to see which source brought buyers back at the end.

07Setting up

  1. Any HTML siteAdd the tag to every page of the product site, including the edition comparison and the upgrade pages.
  2. PaddlePass tally_visitor_id in customData when the upgrade page opens Paddle checkout, so edition upgrades link with high confidence.
  3. Add a UTM to the upgrade links in the registration email and in the software's own upgrade prompt, so those visits have a source.

08Questions

  • Can Tally see which hardware a light-edition owner bought?

    No. The hardware sale belongs to its maker. Tally sees the owner's visits to your site and the upgrade they pay you for.

  • Is an upgrade from the light edition its own sale?

    Yes. It's a payment through your checkout, credited to the visit before it, like any other licence.

  • A buyer takes three months to decide. Which visit gets the credit?

    Their last visit that didn't come direct. The first visit is kept too, and the path flow shows both, so the tutorial that started it isn't lost.

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