For UI kit sellers: which free preview, shot or launch brought the team licence.

01How they sell

• One-offPersonal and team licences bought once with lifetime updates; moving from personal to team later is a second sale.
• SubscriptionAn all-access pass to every kit and future release, renewing yearly, kept by agencies and product teams.
• FreemiumA lite version on Figma Community that shows the structure of the kit and links to the full one.

02Payments it reads

• Lemon SqueezyCheckout links that deliver the Figma file, with tax handled for buyers abroad; orders and refunds are read.
• PaddleMerchant of record for kits sold to companies that need invoices; transactions and all-access renewals are read.
• StripeCheckout for licences and the all-access pass on a custom shop; renewals and chargebacks are read.

03Where buyers come from

• Free Figma fileThe lite version's link to your site sends designers who have already worked with your components; figma.com shows as their referrer.
• DribbbleShots of the kit's screens link to your shop, and dribbble.com's row shows the revenue behind those visits.
• Product HuntA launch brings a mix of designers and founders in one day; lifetime value later shows whether any came back for the team licence.
• Design threads on XThreads showing the kit's components and variables send designers who check the changelog before buying.

04What Tally answers

1. Do personal-licence buyers come back for the team licence?

   Lifetime value by first source gives repeat rate and average lifetime revenue, so sources whose buyers return for a team licence show a higher average than those who buy once.

   Lifetime value

2. Is the free Figma file worth keeping up?

   The referrer breakdown gives figma.com a row with the revenue of the visitors it sent, which you can set against the work of maintaining the lite version.

   Sources with revenue

3. Do buyers read the changelog and the component list?

   What they read compares buyers' engaged time and scroll depth on each page with everyone else's, changelog and component pages included.

   What they read

4. Which launch sold the team licences?

   Each sale's receipt lists the visits behind it, the credited one and how the payment was linked, so team licences can be traced to the launch that brought them.

   Receipts

5. Which preview images do visitors click?

   Heatmaps show the clicks and scroll on each product page, so you can see which screens in the gallery get opened and which are skipped.

   Heatmaps

05Numbers worth watching

Revenue by source

The money behind the free file, Dribbble, launches and posts, side by side.

Repeat rate

The share of buyers who paid again, for a team licence, another kit or the all-access pass.

Scroll depth

How far buyers get down a long product page of screenshots, against everyone else.

06An example

07Setting up

1. FramerIf your shop is built in Framer, paste the tag into the site's custom code head so every kit page carries it.
2. Lemon SqueezyOpen Lemon Squeezy checkout with tally_visitor_id in custom data from each kit page, so licences and upgrades link with high confidence.
3. Add a UTM to the link inside your free Figma file, so designers who come from it are grouped as one campaign.

08Questions

• Can Tally see who duplicated our free file?

  No. Duplicates happen inside Figma. Once one of those designers follows your link to the shop, their visit is counted.

• A buyer upgrades from personal to team. How does that show?

  As a second sale, credited to the visit before it, and both payments add up in lifetime value under the buyer's first source.

• We also sell on UI8. Will those sales show?

  No. Marketplace sales are paid out by the marketplace. Only your own checkout through Stripe, Paddle, Lemon Squeezy or Polar is read.