For recruiting software: which channels bring companies that hire with you more than once.

01How they sell

• SubscriptionMonthly ATS plans by open jobs or recruiters, which some customers cancel between hiring rounds and restart later.
• One-offSingle job slots or promoted postings bought for one role, with no commitment.

02Payments it reads

• StripePlans and single job purchases through Checkout; restarted plans and refunds are read as they happen.
• PaddleSome recruiting tools sell to companies hiring in many countries through Paddle; transactions and adjustments are read.

03Where buyers come from

• Hiring guidesSearches for an interview scorecard, a job description or an offer letter bring founders hiring their first employees.
• People-ops communitiesSlack groups and newsletters for recruiters and HR swap recommendations, with links that arrive without a referrer.
• Recruiting agenciesAgency recruiters buy for themselves and recommend tools to the companies they place people with.
• Review directoriesTalent leads compare applicant tracking systems on G2 or Capterra before a trial.
• LinkedInPosts by recruiters and founders about hiring reach the very people who buy.

04What Tally answers

1. Do companies that buy during a hiring push come back for the next one?

   Repeat rate and lifetime revenue by first source count every round a company paid for, so a channel whose customers return after a hiring freeze shows it.

   Lifetime value

2. Is a run of job-slot purchases one company or several?

   The visitor list shows each buyer with where they are, their source, pages and what they paid; a hiring manager buying five slots across a month shows as one row with five payments.

   Visitors and journeys

3. What do hiring managers read before buying a job slot?

   What they read sets buyers' engaged time and scroll depth per page against everyone else's, which picks out the guides and pricing sections buyers study.

   What they read

4. When do recruiters buy?

   Peak hours by weekday and hour, on sales, shows whether purchases bunch at the start of the week when roles open; it names the busiest three hours only with enough sales behind them.

   Peak hours

5. Which landing page, agency or in-house, brings more trials?

   Mark the trial button with data-fast-goal and the goals view gives completions and converting visitors; the page breakdown then shows which landing pages those visitors started on.

   Goals and funnels

05Numbers worth watching

Repeat rate

The share of customers who paid more than once, by first source; in recruiting, a second hiring round is the real conversion.

First-visit buyers

How many buy a job slot on their first visit, which tells you how much an urgent role is doing the selling.

Conversion

Paying visitors over all visitors, which rises and falls with the hiring market as well as your site.

Revenue per visitor

Revenue per visitor by source, comparing a hiring guide's large audience with a recruiter community's small one.

06An example

07Setting up

1. WebflowIf the marketing site runs on Webflow, add the tag in the site's custom code head, and leave hosted careers pages without it.
2. StripeFor single job slots, add tally_visitor_id to each Checkout Session's metadata, so every purchase links on its own.
3. Call tally('identify', { email }) when a hiring manager creates an account, so a restart months later links by email even on a new laptop.

08Questions

• A customer cancels for six months and restarts. Is that a new sale?

  A restart on a new subscription is a new sale, credited to the last visit that didn't come direct before it. The customer's earlier payments stay on their row, and both rounds count towards their first source's repeat rate.

• Will candidates on careers pages we host count as visitors?

  Only if the tag is on those pages. Keep it off them and your visitor counts stay made of prospects.

• Can we see revenue by the country a company is hiring in?

  Tally shows revenue by the country the buyer visited from, found from their IP before it's dropped. Where the job itself is located isn't read.