For web apps: which tool pages earn, who pays on the spot, and who asks for a refund.

01How they sell

• SubscriptionMonthly and yearly plans unlocked at the paywall, sometimes after a short trial that renews into a full month.
• One-offDay passes or single-download purchases for people who need one task done once.
• FreemiumFree use with limits on file size, exports or a watermark, so the paywall sits right where the task is finished.

02Payments it reads

• StripePaywall plans and passes through Checkout or Payment Links; renewals, refunds and chargebacks are read.
• PaddleWeb apps sold to consumers worldwide use Paddle as merchant of record for VAT; refunds and chargebacks arrive as adjustments.
• Lemon SqueezySmaller tools sell passes and plans through Lemon Squeezy checkout links, linked by custom data.

03Where buyers come from

• Task searchesSearches like merge PDF or remove background bring people who want it done now and may pay within minutes.
• AI assistantsPeople asking an assistant how to do a task get sent to a tool page, and those visits have their own channel.
• Reddit answersA comment recommending your tool in a thread that ranks keeps sending visitors long after it was posted.
• BookmarksRepeat users come back by bookmark, which Readable Direct counts as typed or bookmarked rather than unknown.
• Shared resultsResults people share, such as a finished image or a plan, send friends to the tool through in-app browsers.

04What Tally answers

1. Do people pay on their first visit?

   Path to purchase gives the share of buyers who paid on their first visit and the median time to purchase; for a tool built around one task, a high first-visit share says the paywall sits in the right place.

   Path to purchase

2. Which tool page earns the most per visitor?

   The page breakdown carries revenue beside visitors for each landing page, so a busy converter and a quieter editor can be ranked by what each visitor is worth.

   Sources with revenue

3. Where are our chargebacks coming from?

   Chargebacks are counted against the sale they reverse; open those sales' receipts and the source and pages behind each show whether one search or one page brings people who later dispute the charge.

   Receipts

4. Do people see the price before the paywall stops them?

   Click and scroll heatmaps on the result page show where people press when the paywall appears and whether they reach the plan options at all.

   Heatmaps

5. What happens when someone abandons at the paywall?

   Session replay, once turned on and with inputs masked, plays back the moments before someone leaves the paywall, so you can see whether it was the price, the plan choice or a broken button.

   Session replay

05Numbers worth watching

First-visit buyers

The share who pay on their first visit, the figure a single-task tool depends on most.

Refunds and chargebacks

Refunds and chargebacks by source; a trial that renews unnoticed tends to come back as a refund or a dispute, and the source shows where those buyers came from.

Revenue per visitor

Revenue per visitor by landing page, for deciding which tool pages to build next.

Visitors from AI assistants

Visits from AI assistants, which answer how-to questions by sending people to tools.

06An example

07Setting up

1. React and ViteFor a single-page app built with Vite, put the tag in index.html; each route change through the history API counts as a page.
2. StripePayment Links on the paywall are tagged by the snippet in cookie mode; for Checkout Sessions your server creates, add tally_visitor_id to the metadata.
3. Send tally('task_done', { tool }) when a free result is ready, so finishing the task is a goal you can set against payment.

08Questions

• A trial renews and the buyer disputes the charge. Where does that show?

  The chargeback is counted with refunds against the payment it reverses and that payment's source, so the page or search that brought the buyer carries it.

• We earn from display ads as well as plans. Is that income included?

  No. Ad network payouts aren't read; revenue here is what visitors paid you through Stripe, Paddle, Lemon Squeezy or Polar.

• Do visitors from AI assistants pay as well as search visitors?

  Compare the AI channel's row with search's in the channel breakdown: each carries visitors and revenue, so the two can be weighed per visitor.