Templates and digital downloads
For independent stock libraries: which image pages and searches bring paying licences.
An independent stock library licenses images from its own site, single downloads with standard or extended rights, credit packs and monthly plans, found mostly through search on image pages. Tally ties each licence and subscription to the visit behind it, so you can see which collections and searches earn and which only get browsed.
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01How they sell
- SubscriptionMonthly download plans for marketers and agencies who need fresh images every week.
- UsageCredit packs spent on downloads, bought again when they run out.
- One-offA single image with a standard or extended licence, bought by someone who needs one photo today.
02Payments it reads
- StripeDownload plans, credit packs and single licences through Checkout; renewals, refunds and chargebacks are read.
- PaddleMerchant of record for libraries selling to agencies worldwide; transactions and renewals are read.
What Tally can't read
- Royalties from Adobe Stock, Shutterstock, Getty Images or other agencies aren't read.
- Prints sold through a print lab or a photo-hosting service's own store aren't read.
- Where licensed images end up, on websites or in campaigns, isn't tracked.
03Where buyers come from
- Image searchImage pages turn up in image and web search for their subject; the page breakdown shows which collections earn.
- Free image pagesFree downloads draw visitors who come back when a project needs an image with full rights.
- PinterestPinned images bring designers browsing for a mood, a slow and steady referrer.
- Returning teamsMarketing teams on a plan return by bookmark week after week; Readable Direct groups those visits as typed or bookmarked.
04What Tally answers
How much of our image traffic is AI crawlers?
The crawlers view counts AI crawlers' requests by crawler, operator, purpose and page, apart from visitors. Most never run a script, so the server snippet for Cloudflare Workers, Next.js middleware or Express reports them.
AI crawlersDo subscribers from search stay longer than those from Pinterest?
Lifetime value by first source counts renewals, repeat rate and average lifetime revenue for each, so the two can be compared after a few months.
Lifetime valueWhich collections earn, and which only get browsed?
The page breakdown gives every collection and image page its visits and the revenue behind them, so popular but unprofitable pages are plain.
Sources with revenueDo free downloaders buy later?
Count free downloads as a goal; the goals view gives completions, converting visitors and the revenue of the visitors who took a free image.
Goals and funnelsDo single-image buyers decide on the first visit?
Path to purchase gives the share who buy on their first visit and how many visits the rest take.
Path to purchase
05Numbers worth watching
- AI crawler requests
- AI crawler requests per image page, counted apart from people, on a site made of thousands of crawlable pages.
- Renewals
- Download plan renewals by first source, which separate steady agency customers from one-month buyers.
- Revenue per visitor
- Revenue per visitor by collection or source, which weighs huge search traffic against what it earns.
- Goal conversion
- The share of visitors who take a free image, by source, the step before many paid licences.
06An example
Lifetime value by first source
All time: every payment since 1 Nov 2025. The period above doesn't apply.
| First source | Customers | Lifetime revenue | Average value | Renewals | Repeat rate |
|---|---|---|---|---|---|
| GoogleOrganic Search | 325 | $40,560 | $125 | 845 | 52% |
| ChatGPTAI Assistants | 126 | $21,071 | $167 | 391 | 61% |
| Direct | 178 | $18,216 | $102 | 374 | 44% |
| NewsletterEmail | 94 | $17,362 | $185 | 357 | 69% |
| Hacker NewsOrganic Social | 84 | $11,741 | $140 | 227 | 55% |
| x.comOrganic Social | 115 | $10,190 | $89 | 161 | 33% |
| RedditOrganic Social | 84 | $9,016 | $107 | 160 | 40% |
| PerplexityAI Assistants | 42 | $6,342 | $151 | 101 | 57% |
| Every source | 1,048 | $134,498 | $128 | 2,616 | 51% |
A customer is a visitor linked to a sale, counted under the source of their first visit. Lifetime revenue is net of refunds and chargebacks; repeat rate is the share who paid more than once (a renewal, an upgrade or another purchase). $13,167 from 426 payments not linked to a visitor is in no row.
07Setting up
- Next.jsOn a Next.js library, the tag in the root layout covers every image page, and client-side search and paging count as pageviews.
- StripeCreate plan and credit-pack Checkout Sessions with tally_visitor_id in metadata, so every purchase links with high confidence.
- If images are served behind Cloudflare, the Workers snippet reports AI crawlers that never run the page's script.
08Questions
Can Tally read our agency royalties?
No. Agencies pay you out themselves. Tally reads licences and plans sold on your own site through Stripe, Paddle, Lemon Squeezy or Polar.
Are AI crawlers counted as visitors?
No. Their requests are counted on the crawlers page, by crawler and by page, never as visits.
A team spends credits over many months. How does that show?
Each credit pack is a sale of its own; lifetime value adds them up under the team's first source, and the downloads themselves aren't read.