Templates and digital downloads
For spreadsheet template sellers: which tutorial or free version sold the template.
Spreadsheet templates sell to two kinds of buyer: people sorting their own money with a budget tracker, and founders or small businesses who need a financial model or an inventory sheet by Friday. Tally ties each order to the visit behind it, so you can see which tutorials, searches and free versions bring each kind.
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01How they sell
- One-offTemplates bought once and delivered as a make-a-copy link or an .xlsx file; a startup model can cost many times a budget tracker.
- FreemiumA free lite version with a few tabs, sold up to the full template.
- SubscriptionA bundle membership with every template and its updates, renewing yearly.
02Payments it reads
- Lemon SqueezyCheckout links that deliver the file or the copy link, with tax handled; orders and refunds are read.
- StripePayment Links on each template page; orders, refunds and chargebacks are read.
- PaddleUsed for financial models sold to companies that need a VAT invoice; transactions are read.
What Tally can't read
- Gumroad and Etsy sales aren't read.
- Copies made from your Google Sheets link, and opens of the file, aren't tracked.
- Custom spreadsheet work invoiced and paid by bank transfer isn't read.
03Where buyers come from
- Spreadsheet tutorialsYouTube tutorials building a tracker step by step send viewers who would rather buy the finished one.
- Template searchesSearches for a budget template or a startup financial model land on template pages; revenue by page splits personal buyers from business ones.
- Personal finance forumsBudgeting threads share trackers; their visitors are price-conscious and often take the free version first.
- Founder communitiesFounders preparing a raise arrive from startup forums and newsletters looking for a model they can trust.
04What Tally answers
Do business templates and personal ones sell from different places?
The page and referrer breakdowns carry revenue on every row, so the financial model's buyers and the budget tracker's can be traced to their own sources.
Sources with revenueHow many people who copy the free sheet buy the full one?
The click to the free Google Sheet counts as a click to another site; with data-fast-goal on it, the goals view gives completions and the revenue of those visitors.
Goals and funnelsDo buyers try the free version first?
Path to purchase gives the share who buy on their first visit and the median time for the rest; a long time with a free-copy goal in between means the lite version does the selling.
Path to purchaseDo buyers read the walkthrough on the template page?
What they read compares engaged time and scroll depth for buyers and everyone else on each page, so a walkthrough that buyers finish is worth keeping long.
What they readDo bundle members renew?
Lifetime value by first source counts renewals and repeat rate for each source's members.
Lifetime value
05Numbers worth watching
- Revenue per visitor
- Revenue per visitor by page and source; a business model page can earn far more per visitor than a personal tracker.
- Goal conversion
- The share of visitors who copy the free sheet, by source.
- Conversion
- Paying visitors over visitors per template page, which ranks the catalogue by what it earns.
06An example
Reading time
38s
median per pageview
Scroll depth
59%
average depth, of 27,219 views measured
Read to the end
27%
of measured views reached 90% or more
What they read
29,268 pageviews · last 30 days
Open a page to see how far down people read it, and how buyers read it before paying.
- /8,757 views52% scrolled on average21s reading time, median
- /pricing5,527 views78% scrolled on average58s reading time, median
58s
reading time, median per view
78%
scrolled, on average
5,527 views · 5,195 with a measured depth
How far down they read
Share of measured views that scrolled at least this far
- 25% — reached a quarter of the page:95%
- 50% — reached half of the page:84%
- 75% — reached three quarters of the page:69%
- 90%+ — reached the end of the page:48%
Buyers before paying vs didn't buy
- Buyers, before paying149 views · 107 buyers96% scrolled on average,1m 41s reading time, median
- Didn't buy5,343 views · 3,816 visitors61% scrolled on average,44s reading time, median
35 views by buyers after paying are left out of both.
Buyers are visitors whose first sale came after viewing this page; only their views before that payment count.
- /docs2,728 views47% scrolled on average1m 12s reading time, median
- /blog/stripe-fees2,237 views64% scrolled on average2m 34s reading time, median
- /compare1,184 views71% scrolled on average49s reading time, median
- /changelog861 views38% scrolled on average33s reading time, median
Reading time runs only while the tab is visible and the visitor is active; it's the median per view. A view with no engagement report counts as 0s of reading. Its scroll depth is unknown, so it's left out of every scroll figure rather than counted as 0%. 27,219 of 29,268 pageviews have a measured depth.
07Setting up
- Lemon SqueezyAdd tally_visitor_id to the checkout's custom data on each template page, so every order links with high confidence.
- Any HTML siteAdd the tag to the head of every template page and the blog posts that link to them.
- Put data-fast-goal on the link to your free Google Sheet, so copies of the lite version count as a goal.
08Questions
Can Tally see who copied our Google Sheet?
No. The copy happens in Google's apps. Tally counts the click from your page to the sheet, not what happens after.
Business buyers want invoices. Are those sales read?
Yes, when they pay through your provider: a Paddle transaction or a Stripe invoice is read. A bank transfer against an invoice you send yourself isn't.
Do the clicks to the free sheet count without any setup?
Yes. Clicks on links to other sites are counted by the snippet; adding data-fast-goal turns them into a goal with its own conversion.