Chart: Trial-to-Free-or-Paid Conversions

We introduced this chart on October 2, 2025, and are gradually making it available to all customers. It’s part of an update that improves subscription and trial handling. Other changes include a new “trial” line item type, new filters and improvements to the Subscriptions and Subscription History tables on customer records.

Trial-to-Free-or-Paid Conversions charts the percentage of customers who start a trial and subsequently start a free or paid subscription.

Trial-to-Free-or-Paid Conversions chart

Use Trial-to-Paid-Conversions to track both free and paid subscriptions.

TL;DR

Trial-to-Free-or-Paid Conversions charts the percentage of leads who start a trial in each report interval and subsequently become subscribers. Unlike Trial-to-Paid-Conversions, the report takes into account both free and paid subscriptions.

Chart Notes

Only customers with a Trial started at date or an invoice line item of the “trial” type contribute to this chart.
Plan filters exclude customers who have a Trial started at date but no trial invoice line items.
If a customer has both a Trial started at date and a trial invoice line item, ChartMogul ignores the Trial started at date.
Trial-to-Free-or-Paid Conversion Rate can change retroactively because it measures the rate at which a cohort of customers (i.e., those who started a trial in a given period) eventually subscribe (an activity that can happen at any point in the future). As such, trial-to-free-or-paid conversion rates will be most accurate and actionable for periods that are further in the past than your average sales cycle length.

Calculation

ChartMogul calculates trial-to-free-or-paid conversion rate as the number of customers who started a trial and a free or paid subscription in a given period divided by the number of customers who started a trial in that period.

Chart Data

The Chart Data table for Trial-to-Free-or-Paid Conversions works differently from other charts and displays the following:

Trials started — the number of customers who started a trial in the interval.
Conversions — the number of customers who started both a trial and a paid or free subscription in the interval.
% of trials converted — the percentage of customers who started a trial in the period and subsequently became free or paid subscribers.
Change — The increase or decrease from the previous interval, shown as a percentage.

Select a Trials started, Conversions or % of trials converted cell to see the list of customers in each category for the period.

Next Steps

Use Trial-to-Paid Conversions to track conversions to paid subscriptions only.
Measure the number of free trials with Free Trials.
Use segmentation to see which regions, marketing channels, or campaigns generate the highest conversions.