For pattern designers: which launch, sew-along or post sold the pattern.

01How they sell

• One-offPDF patterns with print-at-home, copy-shop and projector files, bought once, with launch discounts and bundles.
• FreemiumA free pattern, such as a hat, a tote or a scrunchie, that brings makers onto the newsletter.

02Payments it reads

• StripeShops on WooCommerce with a Stripe gateway, or a builder charging through your own Stripe account, are read as Stripe payments, linked by email at best.
• Lemon SqueezyCheckout links that deliver the pattern files with tax handled; orders and refunds are read.

03Where buyers come from

• Instagram makesTesters' and customers' makes under the pattern hashtag show the garment on real bodies; in-app visits are named in Readable Direct.
• Sewing vlogsVloggers sewing your pattern send viewers through the description link, each with its own UTM.
• Sew-alongsA sew-along's daily posts keep a pattern selling after launch; tag its links as one campaign.
• Pattern reviewsReviews on pattern-review sites and blogs send makers checking fit and sizing before they buy.

04What Tally answers

1. Did the testers' photos sell the launch?

   Each order's receipt shows the visits before it and the credited one, including in-app visits from Instagram, so launch sales can be traced to the posts that preceded them.

   Receipts

2. Does the sew-along keep the pattern selling?

   With its links tagged as one campaign, the campaign breakdown shows the sew-along's visits and revenue next to the launch's.

   Sources with revenue

3. Do launch buyers buy the next pattern?

   Lifetime value by first source gives repeat rate and average lifetime revenue, so the sources that bring loyal makers show apart.

   Lifetime value

4. Our makers live in many time zones. When should a launch open?

   Peak hours shows past sales by weekday and hour, and the country breakdown shows where buyers are; together they point to an opening hour.

   Peak hours

5. Why are some pattern orders unlinked?

   Coverage gives the reason, usually a shop payment with no visitor id. Calling tally('identify', { email }) on your newsletter sign-up lets later orders from those makers link by email.

   Coverage

05Numbers worth watching

Repeat rate

The share of buyers who bought another pattern, the base of an indie pattern business.

Revenue by source

The money behind Instagram, vlogs, sew-alongs and email, for each launch.

Coverage

The share of revenue linked to a visitor; shop payments without a visitor id depend on identified emails.

First-visit buyers

How many buy on the first visit, which rises in launch week when makers arrive already decided.

06An example

07Setting up

1. WordPressIf the shop runs on WordPress with WooCommerce, add the tag through the theme header; the Stripe payments behind orders are read.
2. Lemon SqueezyIf you sell through Lemon Squeezy, add tally_visitor_id to the checkout's custom data on each pattern page.
3. Call tally('identify', { email }) on the newsletter sign-up form, so launch orders from subscribers link by email.

08Questions

• Does Tally read Ravelry sales?

  No. Ravelry's pattern store isn't read. Patterns sold through your own checkout on Stripe, Lemon Squeezy, Paddle or Polar are.

• Do printed pattern sales count?

  Only when they're paid through a connected provider. Wholesale orders settled by bank transfer aren't read.

• Can I see which countries buy my patterns?

  Yes. The country breakdown carries the revenue behind each row, so you can see where your makers are.