Trial Conversions Rate

Trial Conversion Rate measures the percentage of users who have converted to a paid subscription after a trial period, and expresses the value of the product to users, helping to identify those who are interested enough in the product to be willing to pay for it.

Trial Conversion Rate at date d is defined by a percentage, calculated as:

(number of trials started at date d that converted to paid) / (number of trials started at date d and eligible to convert) * 100.

For example, if a product has 200 trial users of which 40 convert to a paid account the conversion rate is 20%.

By segmenting the result of the graph based on the variety of user data, it is possible to determine who is converting from free to paid accounts, so that marketing campaigns can be appropriately targeted to focus on capturing the type of user that converts the most.