Metric: Trial-to-paid conversion rate

The Trial-to-paid conversion rate chart reports the percentage of free trials that have converted to active paying customers over time.

You can view this metric at https://app.chartmogul.com/#charts/trial-paid-conversion.

How is it calculated?

Some set up is required to begin using this metric. Learn how to set up trial-to-paid conversion rate tracking.

This is calculated by taking all free trials created in a given time interval and calculating the percentage of those that have since become active paying customers. 

Example:

If 10 customers started a trial in May 2015 and 5 of these customers became active paying customers, the Trial-to-paid conversion rate for May 2015 would be 50%.

What analysis can be gained?

You can use the Trial-to-paid conversion rate chart to track the success of your onboarding process. You can apply filters to see the Trial-to-paid conversion rate for different groups of customers. For example, with Segmentation (requires MOGUL plan or above), the Trial-to-paid conversion rate chart enables you to see which channel or advertising campaign provides more qualified leads.

You can drill down into the data table to see a list of all the leads used in the calculation for a specific month by clicking on the cell showing the percentage. If you want to just see those leads that converted, you can toggle the status on the right-hand side to show you those with the status active.