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For social media tools: which posts, creators and agencies bring accounts that pay.

Social media tools sell to creators, small businesses and agencies who manage several profiles, and their own marketing happens on the very networks they schedule for. Tally ties each subscription to the visit that won it, phones included, so you can see which posts, creators and partners bring paying accounts.

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01How they sell

  • SubscriptionPlans by number of connected profiles or users, monthly or yearly; agencies move up a tier each time they sign a client.
  • FreemiumA free tier for a few profiles and scheduled posts, upgraded for analytics, approval workflows or more profiles.

02Payments it reads

  • StripeProfile-based plans through Checkout, with upgrades and renewals read from the same subscription.
  • PaddleSome sell worldwide through Paddle as merchant of record; transactions and refunds are read.
  • Lemon SqueezySmaller schedulers for creators sell through Lemon Squeezy checkout links, with the visitor's id passed in custom data.

What Tally can't read

  • Subscriptions bought in your iOS or Android app are billed by the App Store or Google Play and aren't read.
  • Reach, likes and follower counts of the posts your customers schedule aren't read; nothing inside the social networks is.
  • When an agency bills its clients for the tool on its own invoices, that resale isn't read; only what the agency pays you is.

03Where buyers come from

  • LinkedInPosts about content habits reach marketers at work, who may click on a phone and buy later at a desk.
  • Creator YouTubeCreators walking through their posting setup send viewers who copy it; a UTM in the description keeps the creator's credit.
  • XThreads by founders and marketers send bursts of visitors; revenue per visitor shows whether the burst bought anything.
  • Agency partner programmeAgencies that run clients' accounts sign up several clients over time; a partner link per agency keeps them apart.
  • Content calendar searchesSearches for a content calendar or post ideas bring small businesses planning their social posts for the first time.

04What Tally answers

  1. Do LinkedIn visitors buy, or only browse?

    The referrer and channel breakdowns put LinkedIn's revenue beside its visitors, and the device split shows whether those buyers paid on a phone or a computer.

    Sources with revenue

  2. Do agencies from the partner programme bring more over time?

    Lifetime value by first source totals each customer's payments, including upgrades as they add profiles, so partner-programme accounts can be set against self-serve ones.

    Lifetime value

  3. Who are this month's new customers, and where did each come from?

    The visitor list shows where each visitor is, their latest source, pages, engaged time and what they paid; open a customer to see the journey from a creator's video to the pricing page.

    Visitors and journeys

  4. Does the crowd from a viral thread buy that day or later?

    Path to purchase gives the share of buyers who paid on their first visit and a flow from first source to credited source; a thread that shows up on the left but rarely on the right started journeys that other channels finished.

    Path to purchase

  5. Which features on the product tour do people click?

    The click heatmap shows what visitors press on the tour, including screenshots they expect to be links, and the scroll map how far down they get.

    Heatmaps

05Numbers worth watching

Revenue per visitor
Revenue per visitor by referrer, which weighs a viral thread's crowd against a creator's smaller, warmer audience.
First-visit buyers
How many pay on their first visit; low numbers from a network mean it starts interest rather than closing it.
Conversion
Paying visitors over all visitors, worth comparing between phone-heavy networks and desktop-heavy ones.
Lifetime value by first source
Average lifetime revenue by first source; agencies that keep adding profiles make some channels worth far more than their first month.

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 a social media tool, look at which networks appear as first sources and which as credited ones: some start interest, others close it.

07Setting up

  1. Any HTML sitePut the tag in the head of the marketing site, the pricing page and the sign-up flow.
  2. StripeWhen the app creates a Checkout Session for a plan, add the visitor's id to its metadata and to subscription_data.
  3. Use a UTM-tagged link in every bio, post and video description you control, since many of those clicks open in in-app browsers without a referrer.
  4. Give each partner agency its own UTM campaign, so the clients it brings are counted together.

08Questions

  • Can Tally show how our customers' posts perform?

    No. It reads visits to your site and payments in your provider; reach and engagement on the networks themselves aren't read.

  • Do we need cookies to see returning visitors?

    Cookie mode recognises a returning visitor for a year with one first-party cookie, which in the EU and UK usually needs consent. Cookieless mode counts a visitor once a day, and a Stripe success page carrying the session id still links sales without a cookie.

  • Are AI assistants recommending our tool?

    Visitors who arrive from ChatGPT, Claude, Perplexity and other assistants are counted in a channel of their own, with the revenue they brought, so you can see if and when it starts.

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