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Which videos sell your course, presets or templates.

A creator's channel earns attention, and their own products earn the money: a course, a preset pack, a template, a membership sold from a site linked in every description. Tally ties each sale to the visit behind it, so you can see which videos send buyers and which only send views.

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01How they sell

  • One-offCourses, preset packs, templates and guides sold once from the creator's site, often launched alongside a video that shows them in use.
  • SubscriptionA membership for monthly downloads, a private community or extended videos, sold on the creator's site rather than inside YouTube.
  • FreemiumA free starter pack in exchange for an email, followed by the paid pack in the welcome emails.

02Payments it reads

  • Lemon SqueezyPreset and template packs sold as Lemon Squeezy products with checkout links in video descriptions; orders, refunds and renewals are read.
  • StripeCourses and memberships on the creator's own site charge through Stripe Checkout, with the visitor's id in metadata.
  • PolarTech and coding channels sell templates, starter kits and sponsor tiers through Polar checkout links.

What Tally can't read

  • YouTube's own revenue, from ads, channel memberships, Super Thanks or the merch shelf, isn't read.
  • Brand sponsorships invoiced or paid by bank transfer aren't read.
  • Products sold in a Kajabi, Teachable or Gumroad checkout aren't read; only your own Stripe, Paddle, Lemon Squeezy or Polar account is.
  • Views, watch time and clicks inside YouTube aren't counted; Tally starts at the visit to your site.

03Where buyers come from

  • Video descriptionsThe link under a video is where many buyers start; give each video's link its own utm_content and every video shows its revenue.
  • Pinned commentsA pinned comment with a tagged link reaches viewers who never open the description, and deserves a campaign of its own.
  • SearchViewers who remember the product search its name weeks later and arrive from search, often long after the video that sold them.
  • Instagram and TikTokShort clips cut from the long video send phone visitors through in-app browsers, which Readable Direct names.

04What Tally answers

  1. Which videos actually sell, not just get views?

    Tag each description link with its own utm_content and the campaign breakdown puts revenue beside every video, so a modest tutorial that sells can be told from a popular one that doesn't.

    Sources with revenue

  2. Do viewers buy the day a video lands or weeks later?

    Path to purchase gives the median time from first visit to purchase and a histogram of how long buyers took, plus a flow from the source that brought them first to the one credited.

    Path to purchase

  3. Do buyers of the cheap pack come back for the course?

    Lifetime value counts every purchase a customer makes under the source of their first visit, with repeat rate, so a starter pack's buyers can be followed into bigger purchases.

    Lifetime value

  4. What happens on the site while a video premieres?

    Live shows who is on the site now, on a globe or a flat map, so you can watch a premiere's viewers arrive while the video plays.

    Live

  5. Did that collab video bring these sales?

    Each sale's receipt shows the buyer's visits, the one credited and how the payment was tied to the browser, so sales credited to a collab can be checked one by one.

    Receipts

05Numbers worth watching

Revenue by source
Money per source and campaign, which ranks videos by sales rather than views once each link is tagged.
Median time to buy
The median time from a first visit to a purchase, which tells you how long a video keeps selling after it's posted.
Repeat rate
The share of buyers who buy again, which shows whether a product line grows customers or sells once.
Coverage
The share of revenue linked to a visitor; a checkout link pasted without the visitor's id shows up here as a reason.

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 creator, read the flow from first source to credited source: a video often starts the purchase that a later search finishes.

07Setting up

  1. FramerOn a Framer site, paste the tag into the site's custom code head so the store and product pages carry it.
  2. Lemon SqueezyLink to a product page on your site rather than straight to checkout, and have that page add the visitor's id to the Lemon Squeezy link as checkout custom data.
  3. Use utm_source=youtube, utm_campaign for the product and utm_content for the video, so each video stands as its own row.

08Questions

  • Can Tally read my YouTube analytics?

    No. It doesn't connect to YouTube. It counts visits to your own site and the payments behind them, so YouTube appears as a source with the revenue its viewers brought.

  • My description links go straight to checkout. Is that a problem?

    A direct checkout link skips your site, so there's no visit to tie the sale to and it's counted as unlinked unless the buyer was identified before. Linking to a page on your site first fixes that.

  • Are sales in other currencies converted?

    Yes. Amounts are counted without tax, in US dollars at the ECB rate for the day of the payment, so sales from viewers abroad add up with the rest.

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