Extensions, plugins and apps
For WordPress theme shops: which demos and showcases bring buyers who renew.
A WordPress theme is chosen by clicking through live demos, then bought as a single licence or a yearly club with every theme, often by a freelancer building a client's site. Tally ties each purchase and renewal to the visits behind it, demo pages included, so you can see which demos and showcases do the selling.
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01How they sell
- One-offA single theme licence, bought by a freelancer for one client site and again for the next client.
- SubscriptionA yearly club with every theme, renewing for updates, support and each new release.
- FreemiumA free theme in the WordPress.org directory, upgrading to a premium version with more starter sites and blocks.
02Payments it reads
- StripeShops on Easy Digital Downloads or WooCommerce charging through your own Stripe account; those payments are read and link by email at best.
- PaddleMerchant of record for theme shops selling worldwide; transactions and club renewals are read.
- Lemon SqueezyLicences and club memberships through Lemon Squeezy checkout links, read with renewals and refunds.
What Tally can't read
- ThemeForest sales are paid out by Envato and aren't read, nor are its downloads and ratings.
- Installs of your free theme from the WordPress.org directory aren't counted.
- Demo sites on their own domain count only if they carry the snippet too; without it, the browsing that sells a theme goes unseen.
03Where buyers come from
- Theme roundupsBest-themes-for-a-niche articles send readers who open several demos in a row before choosing.
- Footer creditsSites built with your theme carry a credit link; visits from those sites show as referrers with the revenue behind them.
- WordPress.orgThe free theme's directory page sends people to your premium version, with wordpress.org as their referrer.
- Niche searchesSearches for a theme for a bakery or a law firm land on niche demo pages, which the page breakdown ranks by revenue.
04What Tally answers
Do buyers spend longer in the demos than other visitors?
What they read gives engaged time and scroll depth per page for buyers and for everyone else, demo pages included when they carry the tag.
What they readHow many demos does a buyer open before paying?
Path to purchase lists the pages buyers saw and the visits it took, so you can tell whether people buy the first demo they see or compare five.
Path to purchaseDo footer credits on customers' sites bring sales?
The referrer breakdown gives each linking site a row with visits and revenue, so credits on live customer sites can be added up.
Sources with revenueDo club members renew?
Lifetime value by first source counts renewals and repeat rate, so club members from roundups can be set against those from the free theme.
Lifetime value
05Numbers worth watching
- Visits before buying
- Visits before buying; theme buyers comparing demos across several sessions push it up, and that's normal.
- Repeat rate
- The share of customers who bought more than once, freelancers coming back for the next client's theme.
- Revenue by source
- The money behind each roundup, credit link and search, which ranks referrers by sales rather than clicks.
06An example
Busiest on Mondays, 14:00–17:00
2.1× the visits of an average three hours. Post around Mon 13:00 to be there as they arrive.
Shades are each hour's average over the times this period holds it, so a weekday that comes round five times doesn't outshine one that comes round four. The totals beside and below are the period's actual sums, not averages.
07Setting up
- WordPressAdd the tag through your shop theme's header or a header-code plugin, and to every demo install as well.
- PaddlePass tally_visitor_id in customData when the buy button opens Paddle checkout, so club renewals keep the source.
- Add a UTM to the footer credit link in your themes, so visits from customers' sites group under one campaign.
08Questions
Can Tally read our ThemeForest sales?
No. Envato sells and pays out those licences itself. Tally reads the sales on your own shop through Stripe, Paddle, Lemon Squeezy or Polar.
Do the demo sites need the tag?
Yes, if you want demo browsing counted. Add it to each demo install, and the demos show in pages buyers saw and in what they read.
A freelancer buys three licences for three clients. How does that show?
As three sales, each credited to the visit before it. Lifetime value adds them under the freelancer's first source, and they count toward its repeat rate.