Templates and digital downloads
For Webflow template sellers: which showcases and tutorials bring the agencies who buy again.
Webflow templates and component libraries are bought by freelancers and agencies building client sites, through Webflow's Marketplace or from the creator as a clone link. Tally reads the direct sales and the visits before them, so you can see which showcases, tutorials and forum threads bring buyers who come back with the next client.
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01How they sell
- One-offA template or component library bought once and delivered as a clone link, often bought again for each new client.
- SubscriptionA library membership with new components each month, kept by agencies who start sites often.
02Payments it reads
- Lemon SqueezyCheckout links delivering the clone link, with tax handled for buyers abroad; orders, renewals and refunds are read.
- StripePayment Links on your Webflow shop for libraries and memberships; renewals and refunds are read.
What Tally can't read
- Templates sold on the Webflow Marketplace are paid out by Webflow and aren't read.
- Clones of your project inside Webflow aren't counted.
- Setup work you invoice clients for outside a connected provider isn't read.
03Where buyers come from
- Made in WebflowShowcase pages for your cloneables link to your shop, with webflow.com as the referrer.
- Webflow tutorialsBuilders teaching layouts on YouTube use your components and link them in the description.
- Webflow forumAnswers that solve a layout problem with your library send builders who are mid-project and ready to buy.
- Returning agenciesAgency teams come back each time a client site starts, usually by typing the address.
04What Tally answers
Do agencies buy again for each client?
Lifetime value by first source gives repeat rate and average lifetime revenue, so the sources that bring agencies who buy for every project stand out.
Lifetime valueReturning buyers show as Direct. What are they?
Readable Direct reads those visits as typed or bookmarked, shared links, returns from checkout or in-app browsers; agencies coming back to buy again usually sit in typed and bookmarked.
Readable DirectWhich tutorial channel brings the most buyers?
With a UTM per channel, the campaign breakdown lists each one's visits and the revenue behind them.
Sources with revenueDo buyers read the component docs before buying?
What they read gives buyers' engaged time and scroll depth per page against everyone else's, documentation pages included.
What they readDid that forum answer really sell the library?
The receipt for each sale lists the visits behind it, with the credited one marked, so a forum referral can be confirmed sale by sale.
Receipts
05Numbers worth watching
- Repeat rate
- The share of buyers who bought more than once, which for agency customers tracks how often they start client sites.
- Lifetime value by first source
- Average lifetime revenue by first source, where a returning agency outweighs many one-off buyers.
- Revenue by source
- The money behind each showcase, tutorial and forum thread.
- Engaged time
- Time spent on component pages with the tab in view, which shows whether visitors study the library before buying.
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
- WebflowOn your Webflow shop, paste the tag into the site's custom head code and publish, so every product and docs page carries it.
- StripePayment Links in cookie mode are tagged by the snippet itself, so libraries sold that way link without code.
- Add a UTM to the shop link in your cloneables' descriptions, so visits from the showcase are grouped as one campaign.
08Questions
Does Tally read Webflow Marketplace sales?
No. Webflow sells and pays out Marketplace templates. Sales on your own shop through Lemon Squeezy, Stripe, Paddle or Polar are read.
Do clones of our cloneables count?
No. Cloning happens inside Webflow. Visits to your shop and the clicks from your showcase pages are what Tally sees.
An agency buys the same library twice for two clients. One customer or two?
One customer with two sales when both use the same email; the second purchase raises its first source's repeat rate.