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.
The meter counts article views against an allowance — commonly three to five a month — and shows a subscription prompt once the allowance runs out. Counting is usually done per browser or per signed-in account over a rolling period, so the reader's remaining allowance follows them from article to article.
Because the first few articles stay open, search engines, social platforms and newsletters keep working as discovery channels. That is the whole appeal: a meter converts your heaviest readers without cutting off the casual ones who eventually become heavy 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.
- Keep some pieces permanently free and some permanently premium; a meter works best alongside editorial judgement, not instead of it.
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.
Metered paywall vs the alternatives
| Model | What the reader gets | When to prefer it |
|---|---|---|
| Metered | A set number of free articles each period | Uniform output, reach and advertising still matter |
| Freemium | Chosen articles free forever, others premium | Some work is clearly more valuable than the rest |
| Hard | Nothing without a subscription | Readers cannot substitute your reporting |
| Dynamic | An allowance that varies by reader | High traffic and the data to segment it |
How many free articles should the meter allow?
Three to five a month is the common range, and the right number is an economic question rather than an editorial one: the marginal subscriber you gain by tightening the meter has to be worth more than the advertising revenue and reach you lose. Model both sides before changing it, then change one variable at a time.
If you are launching a wall for the first time, start loose. A generous meter gives you conversion data without a traffic shock, and tightening later is far easier to explain to readers than loosening after a backlash.
Common metered paywall mistakes
The three that cost publishers most: resetting on the calendar month so everyone gets a fresh allowance on the 1st, counting non-article pages such as the homepage or tag pages against the meter, and showing no warning before the wall appears. Each one either gives away access or wastes the moment a reader is closest to subscribing.
The fourth is leaving the offer static. The same reader who ignored a monthly plan at article three may take an annual plan at article eight, so test the offer as carefully as the limit.
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.
- Is a metered paywall bad for SEO?
- No — it is the most search-friendly model, because the first few articles are open to everyone. Mark restricted articles with paywall structured data so Google understands what is limited and why.
- Should the homepage count towards the meter?
- No. Count article views only. Metering navigation pages frustrates readers, burns their allowance before they have read anything and depresses conversion.
- What is the difference between a metered and a soft paywall?
- A metered paywall is one kind of soft paywall. 'Soft' simply means readers get some access before paying, which also covers freemium rules and dismissible prompts.