Setting up trial-to-paid conversion rate and lead tracking

ChartMogul enables you to track your trial-to-paid conversion rate as well as other metrics related to leads before they've converted into paying subscribers.


Before we jump in, let's establish this terminology in ChartMogul.

Lead Any non-paying customer who might become a subscriber in the future. Includes those on a free trial or who have made only non-recurring payments.
Trial The period of time when a lead can evaluate your product or service.


A lead can start life with a trial, or without, but can start a trial later prior to becoming a subscriber. A lead can also just move directly to being a subscriber without having a trial. Learn more about ChartMogul's Customer statuses.

Why set up lead and trial tracking in ChartMogul?

If you set up lead and (optionally) free trial tracking in ChartMogul, the following graphs and metrics become available.

Leads The number of new leads created over time.
Free trials The number of new free trials started over time.
Trial-to-paid conversion rate The percentage of free trials that have converted to active paying customers over time.
Average sales cycle length The average number of days taken to convert a lead into an active paying customer.


You can also use ChartMogul's segmentation features to slice your lead and trial graphs by channel or any other attribute you can think of. This means you can use ChartMogul as a powerful marketing analytics tool.

What if my business doesn't offer a free trial?

If you don't offer a free trial then you can just set the lead_created_at field and leave the free_trial_started_at field empty. This will enable the Leads and Average sales cycle length charts so it's well worth setting up.

Getting started

If you are using Stripe, Braintree, Recurly or Chargify to manage your subscription trials, then no setup is required for tracking Free trials and Trial-to-paid conversion rate. ChartMogul will automatically import the necessary data to track these for you.

As Braintree doesn't have a "lead created at" field we take the first billing date, subtract the trial interval and then do the time conversion from Zulu time in Braintree to whatever timezone is set in ChartMogul.
For Stripe customers, it is possible to create a subscription with a trial period without the need of adding the customer’s billing details. You can learn more about this by reading the Stripe Docs here.

ChartMogul uses Stripe’s Events API to retrieve trial-related customer data. Stripe doesn’t allow events older than 30 days to be retrieved. ChartMogul can only map trial dates that happened 30 days before the date of the initial import. 

If you don't use the above systems for managing free trials, or need lead tracking by integrating with a CRM, then setting up lead and trial tracking in ChartMogul requires a bit of development work with our API. Please read this tutorial in the developer hub for next steps.

Developer tutorial: Tracking leads and free trials.

You can also add lead and trial data manually using our Google Sheets app
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