Services and bookings
For virtual assistant services: which channels bring clients who keep topping up.
A virtual assistant service sells time in blocks or monthly retainers to busy founders, coaches and small teams, usually after a short call. Tally ties each block, top-up and retainer payment to the visit that brought the client, so you can see which channels bring clients who keep buying hours.
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01How they sell
- SubscriptionMonthly retainers for a set number of hours, the base that a VA business plans its people around.
- One-offPrepaid blocks of hours bought on the pricing page and topped up when they run out, each top-up a new purchase.
02Payments it reads
- StripeHour blocks through Payment Links, retainers as Stripe subscriptions, and extra hours invoiced at month end; refunds are read.
What Tally can't read
- Contracts won and paid on Upwork, Fiverr or another freelance marketplace aren't read.
- Hours logged in a time tracker aren't read; Tally sees payments, not timesheets.
- Clients paying by bank transfer outside Stripe aren't read.
03Where buyers come from
- ReferralsClients recommend their assistant to peers, and those visits arrive typed or as shared links in Readable Direct.
- LinkedInPosts about delegating reach founders who book a call after a few visits.
- Facebook groupsBusiness-owner groups send visitors through Facebook's in-app browser, which Readable Direct names.
- SearchSearches for an assistant for a specific job, such as inbox or podcast management, land on service pages.
04What Tally answers
Which channel's clients keep buying hours?
Lifetime value adds every block, top-up and retainer payment to the source of the client's first visit, with repeat rate, so channels whose clients stay show a higher average.
Lifetime valueHow many visitors book a call?
Mark the call booking as a goal and the goals view gives completions, conversion and the revenue of those visitors, by source and page.
Goals and funnelsDo clients buy hours straight away or after a call?
Path to purchase gives the share who buy on their first visit and the median time and visits for the rest, with the pages they saw.
Path to purchaseWhich service page brings the most revenue?
The page breakdown puts revenue beside each landing page, so inbox, bookkeeping or podcast assistance can be compared by what clients paid.
Sources with revenue
05Numbers worth watching
- Repeat rate
- The share of clients who bought more than once; for hour blocks, top-ups are the heart of the business.
- Lifetime value by first source
- Average lifetime revenue per client by first source, retainers and top-ups together.
- Goal conversion
- Calls booked over visitors, by service page and source.
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
- Any HTML sitePut the tag on every page, including service pages, the pricing page and the booking confirmation.
- StripePayment Links for hour blocks tag themselves in cookie mode; month-end invoices link by the client's email.
- Call tally('identify', { email }) when a call is booked, so a retainer started after the call links to the client's visits.
08Questions
Is a top-up credited to the original source?
A top-up bought through a new checkout is its own sale, credited to the visit before it; a retainer's renewals keep the first payment's link.
Can Tally track my assistants' hours?
No. It reads visits to your site and payments in your Stripe account, not time logs.
We bill some clients in other currencies. Is that a problem?
No. Each payment is taken without tax and converted to US dollars at the ECB rate for its day.