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Which emails and co-hosts sell seats in a live workshop, and what the replay earns after.

A paid workshop sells tickets for a single date, gets a rush in its last day of registration, and goes on selling as a replay. Tally ties each ticket and replay to the visit behind it, so you can see which emails, co-hosts and posts filled the room and whether the recording keeps paying.

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01How they sell

  • One-offTickets for a dated live session, then the recording sold on its own or bundled with past workshops.
  • SubscriptionA pass for every workshop in a season, or a monthly membership with one live session and the archive.
  • FreemiumA free webinar that ends with an offer for the paid, hands-on workshop.

02Payments it reads

  • StripeTickets through Stripe Payment Links or Checkout on the workshop's page; each link can be its own product for each date.
  • Lemon SqueezyReplays and workshop bundles sold as Lemon Squeezy products, with refunds read.
  • PolarTechnical workshops for developers sold through Polar checkout links, sometimes beside sponsorship tiers.

What Tally can't read

  • Tickets sold on Eventbrite or inside a webinar platform's own checkout aren't read.
  • Attendance and watch time in Zoom or another meeting tool aren't counted; Tally only sees your site.
  • A co-host's share, paid to them by bank transfer or another tool, isn't read.

03Where buyers come from

  • Your email listAnnouncement, reminder and last-call emails each bring a wave; tag each with UTMs and the last call's share of tickets is plain.
  • Co-hostsA partner promoting to their audience with their own tagged link gets a row of their own, with their tickets and refunds.
  • LinkedIn and XPosts in the days before bring professionals who register close to the date.
  • Replay buyersPeople who missed the live date buy the recording from the follow-up email or the workshop page.

04What Tally answers

  1. How early do people register?

    Path to purchase gives the median time from first visit to ticket, a histogram of how long buyers took, and the share who bought on their first visit.

    Path to purchase

  2. Is the last day of registration worth an extra email?

    Peak hours shows ticket sales by weekday and hour over the window you set, so the last day's share and its busiest hours are visible before you plan the next one.

    Peak hours

  3. Which co-host sold the most seats?

    The campaign breakdown puts revenue beside each partner's tag, and refunds against it, so the split of a joint workshop can rest on counted sales.

    Sources with revenue

  4. Does the free webinar sell the paid workshop?

    Count the free registration as a goal and the goals view gives the revenue of those visitors; a funnel from registration to the workshop page to checkout shows where people drop.

    Goals and funnels

  5. Can I follow ticket sales during the last call?

    Sale alerts send each linked ticket to Slack, Discord, Telegram, email or a webhook with its credited source, and a spike alert flags a sudden jump in visits.

    Alerts and digests

05Numbers worth watching

Revenue by source
Tickets and replays by source and campaign, which decides which emails and partners to repeat.
First-visit buyers
The share who buy on first visit; high for a warm list close to the date, lower for cold traffic.
Conversion
Paying visitors over visitors to the workshop page, compared between the live window and the replay period.

06An example

Example

Path to purchase

Last 30 days · 105 of 124 new sales, the ones linked to a visitor

Median time to buy

3days

from their first visit

Median visits

3visits

the one they paid in included

Bought on the first visit

12%

13 of 105

Pages before buying

11

median pages viewed

Where buyers came from, and who closed the sale

105 new sales: where each buyer first came from, and the source credited with the sale.

50% of new sales were credited to the source that first brought the buyer in. Hover or focus a flow for its numbers.

  1. Googlecredited toGoogle26
  2. x.comcredited tox.com10
  3. Other (3 sources)credited toOther (3 sources)10
  4. Directcredited toOther (3 sources)9
  5. ChatGPTcredited toChatGPT9
  6. Other (3 sources)credited toNewsletter9
  7. Redditcredited toReddit8
  8. Googlecredited toNewsletter6

6 smaller flows in the table below.

Show the flows as a table
105 new sales: where each buyer first came from, and the source credited with the sale.
Brought them inCredited with the saleNew salesShare
GoogleGoogle2625%
x.comx.com1010%
Other (3 sources)Other (3 sources)1010%
DirectOther (3 sources)99%
ChatGPTChatGPT99%
Other (3 sources)Newsletter99%
RedditReddit88%
GoogleNewsletter66%
DirectGoogle55%
x.comGoogle55%
RedditGoogle33%
DirectReddit22%
ChatGPTGoogle22%
Other (3 sources)ChatGPT1<1%

Time from first visit to purchase

  1. 13Same visit: 13 sales (12%), bought in their first visit
  2. 13Same day: 13 sales (12%), a later visit, under 24 hours after the first
  3. 301–3 days: 30 sales (29%), 1 to 3 days after the first visit
  4. 194–7 days: 19 sales (18%), 4 to 7 days after the first visit
  5. 151–2 weeks: 15 sales (14%), 8 to 14 days after the first visit
  6. 102–4 weeks: 10 sales (10%), 15 to 28 days after the first visit
  7. 51–3 months: 5 sales (5%), 29 to 90 days after the first visit
  8. 03+ months: 0 sales (0%), 91 days or more after the first visit

Pages buyers saw before paying

Share of the 105 buyers who viewed each page before paying

  1. /pricing96%, 101 of 105 buyers
  2. /71%, 75 of 105 buyers
  3. /signup63%, 67 of 105 buyers
  4. /docs38%, 40 of 105 buyers
  5. /blog/stripe-fees26%, 28 of 105 buyers
  6. /compare21%, 23 of 105 buyers
  7. /changelog8%, 9 of 105 buyers
  8. /blog/launch-week5%, 6 of 105 buyers

Only new sales count here. Renewals and upgrades belong to the visit that won the subscription, so counting them would count that journey again.

Fig. 1Path to purchase on the example site. For a workshop, look at the time-to-purchase histogram: buyers who decide in hours and those who waited weeks call for different emails.

07Setting up

  1. Any HTML sitePut the tag on the workshop page, the replay page and the thank-you page.
  2. StripeUse a Payment Link per date; in cookie mode the snippet tags it with the visitor's id for you.
  3. Give each co-host a link with their own utm_source, so their audience's tickets are counted to them.

08Questions

  • Can Tally tell me who attended live?

    No. Attendance happens in your meeting tool. Tally counts visits to your site, ticket and replay payments, and any goals you send, such as a click on the join link.

  • Can I split revenue with a co-host from Tally's numbers?

    It gives you the sales credited to each co-host's tagged link and the refunds against them; the split and the payout are up to you.

  • Does the replay count as a separate sale?

    Yes, it's its own payment, credited to the visit that led to it, often the follow-up email.

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