Metered paywall
A metered paywall lets readers view a set number of free articles in a period — often three to five a month — before asking them to subscribe.
It's the most popular model for news publishers because it protects reach and search traffic while converting the most engaged readers.
Why it matters for publishers
The meter is the default for general-interest and news publishers because it lets discovery keep working. Casual readers still find you through search and social, while your most engaged readers — the ones who hit the limit — see a subscription prompt at exactly the moment they have proved the value of your work.
How publishers use it in practice
- Start generous (5 free articles a month) and tighten as you learn; every reduction lifts conversion but costs reach.
- Exempt newsletter clicks or set a higher meter for subscribers of your free list to reward loyalty.
- Meter by rolling 30 days rather than calendar month so readers cannot game the reset.
- Watch the 'meter warning' step — a countdown message at article 3 or 4 typically lifts conversion more than the wall itself.
Worked example
Halving a meter from six free articles to three commonly lifts conversion by 30–70% while reducing total pageviews by 10–20% — worth modelling before you change it.
Frequently asked questions about metered paywall
- How many free articles should a meter allow?
- Three to five per month is the most common range. The right number is the one where the marginal subscriber gained is worth more than the advertising and reach lost.
- Can readers get around a meter by clearing cookies?
- Some can, and that is fine. Meters are designed for the honest majority; the readers determined to evade the wall were rarely going to subscribe.