In 2019, over 76% of US digital news publishers had some form of paywall in place, with metered paywalls being the second most used model. This number has only continued to grow since then.
A metered paywall is often considered a safe and effective solution between the rigid hard paywall and the porous soft paywall.
This model has become increasingly popular because it allows publishers to showcase their value to casual readers while converting loyal audience members into paying subscribers.
This article explores how metered paywalls work, their benefits, challenges, and why they might be the ideal choice for content-driven businesses.
What is Metered Paywall?
A metered paywall is a content restriction system that provides users with limited free access to content before requiring payment.
Unlike other paywall models, it doesn't immediately block access but instead monitors and counts how many articles a user has viewed within a specific timeframe (typically a month). Once the user exceeds their free allocation, they are prompted to subscribe for continued access.
Example: HistoryNet shows a paywall after a user hits the article limit and asks for a subscription.
How is Metered Paywall Different From Other Paywalls?
|
Feature |
Hard Paywall |
Soft Paywall (Freemium) |
Metered Paywall |
Dynamic Paywall |
|
User access |
All content is restricted; subscription required for any access. |
Some content is free; premium content requires subscription. |
Limited number of free articles (e.g., 3–5 per month); subscription needed afterward. |
Access is personalized based on user behavior and engagement; paywall adjusts dynamically. |
|
User experience |
Immediate barrier to all content for non-subscribers. |
Free content attracts users; premium content incentivizes subscriptions. |
Users can sample content before subscribing. |
Tailored experience; high-engagement users may face stricter access, while casual readers have more freedom. |
|
Conversion strategy |
Targets highly loyal readers willing to pay upfront. |
Leverages free content to showcase value and entice users to subscribe for premium content. |
Encourages habitual readers to subscribe after consuming free quota. |
Uses data analytics to present subscription offers at optimal times based on user behavior. |
|
Advantages |
Maximizes revenue from a dedicated audience. Simplifies content management. |
Balances free and premium content to attract a broad audience. Can generate ad revenue from free content. Showcases premium content's value. |
Builds engagement by allowing content sampling. Converts regular readers effectively. Maintains SEO benefits with accessible content. |
Increases conversion rates through personalized offers. Enhances user satisfaction with tailored experiences. Adapts to changing user behaviors and preferences. |
|
Challenges |
High risk of deterring new users. Requires strong brand loyalty. Limits content's reach and shareability. |
Requires clear distinction between free and premium content. Potential undervaluation of premium content. Balancing ad revenue with subscription goals. |
Vulnerable to circumvention via incognito mode or cookie clearing. Setting optimal free article limits. Tracking users across devices. |
Requires sophisticated data analytics and technology. Higher implementation and maintenance costs. Necessitates continuous monitoring and adjustment. |
How Metered Paywalls Work
The technical implementation of metered paywalls relies on tracking mechanisms to count user interactions with content. Publishers typically use browser cookies or account-based tracking to monitor how many articles a specific user has accessed within the defined period.
Common implementation methods include:
- Browser cookies: Stores the count of articles read locally in the user's browser
- User accounts: Tracks consumption across devices when users are logged in
- Device fingerprinting: Identifies unique users across sessions even without cookies
Most publishers set limits between 3-5 free articles per month, though this varies based on content type, audience, and business model.
Publishers carefully balance these limits to provide enough content for casual readers to experience value while creating enough scarcity to motivate subscriptions. Too restrictive, and they risk driving away potential subscribers; too generous, and there's little incentive to pay.
Also check: Paywall CTA Examples for Publishers to Grow Subscriptions
Benefits of Metered Paywall?
- Audience growth while monetizing: Metered paywalls allow content to be discovered by new readers while still monetizing loyal readers who regularly consume content.
- Data collection and user insights: Each free article interaction provides valuable data about reader preferences, helping publishers understand what content drives engagement and potential subscriptions.
- SEO benefits: Unlike hard paywalls, metered paywalls allow search engines to index content, maintaining visibility in search results. This provides a significant traffic advantage, as Google and other search engines can fully crawl and rank the content.
- Conversion funnel development: The model creates a natural funnel, moving casual readers toward becoming subscribers as they discover the value of the content over time.
- Flexible promotion opportunities: Publishers can strategically reset meters or offer "free passes" for promotional campaigns or important public interest content.
Challenges and Drawbacks
- Technical circumvention: Readers can bypass metered limits by using incognito browsing, clearing cookies, or using ad-blockers that disable tracking. Some studies suggest up to 58% of users use these methods to access paywalled content.
- Multi-device tracking difficulties: Unless users are logged in, it can be challenging to track usage across different devices and browsers, potentially allowing readers to access more free content than intended.
- Conversion rate challenges: Metered models typically see conversion rates of only 1-3% of total visitors, requiring high traffic volumes to generate meaningful subscription revenue.
- Content commoditization: If readers can easily find similar information elsewhere for free, they have little incentive to subscribe once they hit the limit.
Is Metered Paywall Right For You?
Metered paywalls work particularly well for:
- Media companies and news sites: Organizations producing regular, timely content that builds reader habits.
- Content-rich websites: Sites with substantial depth of unique content that encourages repeat visits.
- Sites with strong brand identity: Publications where readers specifically seek out the unique voice or expertise.
To determine if a metered paywall fits your business model, consider:
- Content volume and uniqueness: Do you publish enough unique material to justify subscriptions?
- Audience behavior: Are users visiting regularly or primarily through occasional search traffic?
- Competitive landscape: Are competitors charging for similar content?
- Revenue goals: What balance of advertising and subscription revenue are you targeting?
Key performance indicators to track include:
- Meter stop rate (percentage of users who hit the limit)
- Subscription conversion rate from meter stops
- Retention rates of subscribers acquired through the meter
- Average revenue per visitor (ARPV)
How to Implement Metered Paywall with Admiral?
- Set limits: Define free article quotas (e.g., 5/month) via its dashboard.
- Track users: Uses cookies, device fingerprinting, and logins to prevent bypassing.
- Customize UX: Brand paywall prompts and A/B test messaging.
- Optimize: Monitor metrics like conversion rates and adjust limits dynamically.
With Admiral, you can set up a multi-dimensional metered (MDM) paywall. It is a CTA strategy that allows publishers to map a variety of engagement offers to visitors as intelligent, incremental steps. This deepens their engagement at the visitors’ pace.
Going beyond just newspaper paywall platforms and paid news subscriptions, the multi-dimensional approach allows publishers to leverage many options along a continuum of visitor engagements.
Also read: 12 Reasons to Choose Admiral for Paywall and Subscription Management
FAQs About Metered Paywalls
Q: Can users bypass metered paywalls?
A: Yes, via incognito mode, but dedicated readers often subscribe for convenience.
Q: What’s the ideal article limit?
A: Start with 3–5/month, adjusting based on conversion rates.
Q: Do metered paywalls hurt SEO?
A: No—free articles remain indexable, unlike hard paywalls.
Also read: FAQ: Paywalls and Digital Subscriptions
Q: How many free articles should I offer?
A: Most successful implementations offer between 3-5 articles monthly, but the optimal number depends on your content volume, publishing frequency, and audience behavior.
Q: Will a metered paywall hurt my SEO?
A: When properly implemented, metered paywalls have minimal negative SEO impact compared to hard paywalls, as content remains accessible to search engines and new visitors.
Q: How do I prevent users from bypassing the meter?
A: While no solution is perfect, requiring registration for free articles, implementing device fingerprinting, and using account-based access can reduce circumvention.
Q: What conversion rate should I expect?
A: Industry averages range from 0.5-3% of users who hit the meter limit, though rates vary significantly based on content type, audience, and price point.
Q: Can metered paywalls work for non-news content?
A: Yes, any content with recurring value and regular publication can potentially benefit from metered access, including analysis, how-to content, and specialized information.
