Tracking leads and trials

Importing lead and trial data into ChartMogul lets you benefit from our Leads and Trials charts. These charts are useful for sales and marketing teams to evaluate campaign performance, measure trial conversion rates, and track the number of leads.

If you track leads and trials in one of the following supported billing systems, then no additional setup is required — ChartMogul imports this data automatically, and there’s nothing else you need to do. Read more.

  • Braintree
  • Chargebee
  • Google Play
  • PayPal
  • Recurly
  • Stripe

If, on the other hand, you store lead and trial data in a system not listed above, keep reading to find out how to import this data into ChartMogul.

While it’s possible to manually add lead and trial data to an existing source (i.e., the one connected to your billing system), we strongly advise against this, as any data you add manually is lost when you re-sync that source.

Here’s what we cover in this article:

Resources and further reading:

Before you begin

Please review the following details before completing the steps we outline in this article.

  • Define exactly what a lead is for your business. For example, is it any individual or company that interacts with your business? Only those who download specific content? Attend a webinar? Join your email list? Answering this question is central to defining when an individual or company enters the top of your sales funnel and, therefore, becomes a potential new customer worth pursuing.
  • Familiarize yourself with the options available for importing lead and trial data into ChartMogul, and decide which option works best for you.
  • We highly recommend importing the date an individual or company becomes a lead and the date they start a trial into ChartMogul as soon as these occur so that you have the most accurate and up-to-date Trial-to-Paid Conversion Rate and Average Sales Cycle Length metrics.

Leads and trials in ChartMogul

Each potential future customer begins their relationship with your business as a lead. They may evaluate your product or service by starting a trial before signing up for a subscription.

Leads

A lead is an individual or organization who shows interest in your product or service and has the potential to become a subscriber. Not all leads will complete a trial, nor will all leads become subscribers.

Tracking leads in ChartMogul enables you to use the Leads and Average Sales Cycle Length charts. These charts work once you’ve populated the Lead created at date field in customer profiles.

A customer with a Lead created at date is classified as a Lead and included in the Leads and Average Sales Cycle Length charts. Customers who have a Lead status and do not have a Lead created at date do not contribute to these charts.

Trials

A trial is the period when a lead evaluates your product or service before becoming a paying subscriber. Not all leads complete a trial, and some begin their trial long after they become a lead.

Tracking trials in ChartMogul enables you to use the Free Trials and Trial-to-Paid Conversion Rate charts. These charts work once you’ve populated the Free trial started at date field in customer profiles.

Step 1 — Add a custom data source

Start by creating a new, custom data source for the lead and trial data you’ll import:

  1. Navigate to Data Platform > Sources and click ADD A SOURCE.
  2. Select Custom Data Source.
  3. Enter a unique name.
  4. Click NEXT.

Step 2 — Import lead and trial data

There are several ways to import lead and trial data into ChartMogul, depending on the amount of data you have and your technical expertise.

To import a large volume of lead and trial data, and have this data stay up-to-date automatically, use the following method:

To import a smaller volume of lead and trial data, use one of the following manual methods:

If you use HubSpot, import historical leads and trials using one of the methods above and then follow our tutorial for using Zapier to push new leads and trials in ChartMogul.

Step 3 — Merge customer profiles

Merging customers is permanent and cannot be undone.

When a lead converts to a paid subscriber, you may end up with two profiles for the same customer: one as a Lead in your custom data source and another as Active in your billing system’s source. For accurate metrics, consolidate these profiles by merging them in app or using our Import API. Learn more about merging customers.

To merge customers in app:

  1. Navigate to Customers and find the duplicate customer created as part of uploading your lead and trial data. You can also find these customers using the Customers tab of the custom data source.
  2. Click MERGE.
  3. Choose the customer ChartMogul imported from your billing system.
  4. Click NEXT.
  5. Click Confirm and merge to proceed.
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