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Software as a service

For scheduling software: whether the people who book through your users become paying users.

Scheduling software spreads through its own booking pages: every invitee sees the product, and some come back to make an account. Tally shows which of those visits, integrations and searches end in a paid plan, and how long the trip takes.

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01How they sell

  • FreemiumA free tier with one event type or one calendar; the upgrade comes for more event types, reminders, taking payments or a team.
  • SubscriptionPer-user monthly or yearly plans, with team plans for routing and round-robin bookings.

02Payments it reads

  • StripePlans through Checkout; renewals and added users are read from the subscription's invoices.
  • PaddleSome tools sell to solo professionals worldwide through Paddle as merchant of record; transactions and refunds are read.

What Tally can't read

  • Payments your users take from their clients for appointments go to their own accounts, so they aren't read as your revenue.
  • Bookings, calendars and reminders inside the product are not read.
  • Tally can't tell an invitee from a prospect by itself: it counts whoever loads a page with the tag, so keep it off the booking pages you host for users.

03Where buyers come from

  • Booking pagesInvitees see your brand each time someone sends them a link; a UTM-tagged 'made with' link turns those clicks into a campaign you can follow to revenue.
  • Calendar and video integrationsListings in calendar and video-call directories bring people who already know what they want connected.
  • Solo professional groupsCoaches, therapists and consultants swap tools in groups and newsletters, and links pasted into chats reach you with no referrer.
  • Alternative searchesSearches for an alternative to a better-known scheduler bring switchers who compare prices and buy once one fits.

04What Tally answers

  1. Do invitees who click from a booking page come back to pay?

    Path to purchase draws a flow from each buyer's first source to the one credited with the sale; when the booking-page campaign feeds the left side and search the right, invitees are returning later to buy.

    Path to purchase

  2. Which device do people pay on?

    The device breakdown puts revenue beside visits for desktop, mobile and tablet. Invitees may meet you on a phone and pay at a desk; the breakdown shows whether that is your pattern.

    Sources with revenue

  3. Where do new users drop between sign-up and their first booking page?

    Send each onboarding step as a goal, such as calendar connected and first event type created, and the funnel shows how many visitors reach each and what the finishers paid.

    Goals and funnels

  4. When do solo professionals upgrade?

    Peak hours by weekday and hour, switched to sales, shows when upgrades actually happen, which for people who see clients all day may be outside office hours; the busiest three are named only when the sales support it.

    Peak hours

  5. Why is so much of our traffic direct?

    Readable Direct splits no-referrer visits into typed or bookmarked, shared links, returns from checkout and in-app browsers, so links passed by text message can be counted apart from people typing your name.

    Readable Direct

05Numbers worth watching

Conversion
Paying visitors over all visitors, which only means something once invitees are kept out of the count.
Revenue by source
Revenue behind the booking-page campaign, each integration directory and search, side by side.
Renewals
Renewals by first source show whether switchers who came for a lower price stay once they've moved.
Goal conversion
The share of sign-ups who connect a calendar, the step without which nobody pays.

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 scheduling software, look at the flow: a left column full of booking-page visits that ends on search or direct means invitees come back later to buy.

07Setting up

  1. Any HTML sitePut the tag on the marketing site and the sign-up pages only, not on users' booking pages.
  2. StripePass the visitor's id into the Checkout Session the upgrade button creates, and into subscription_data so renewals keep it.
  3. Tag the 'made with' link on free booking pages with UTMs, so invitees who click through show as one campaign.

08Questions

  • Should invitees on booking pages count as visitors?

    Not on the same site as your marketing pages: they came to book with someone else, and counting them would drown your prospects. Keep the tag off booking pages and tag the link back to your site instead.

  • A user takes payments for appointments through us. Is that our revenue?

    Not when those payments go to the user's own payment account. Only payments in the account you connect are read, which means the plans your users pay you.

  • A visitor signs up on a phone and pays later on a laptop. Is that linked?

    Only if something joins the two browsers, such as the buyer's email from an identify call at sign-up. Otherwise the laptop visit gets the credit and the phone visit stays a separate visitor.

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