Tracking leads and trials

Importing lead and trial data into ChartMogul lets you benefit from our Leads and Conversion charts and ChartMogul CRM.

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? Start a trial? 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 methods and locations your business uses to track leads and trials. For example, your website, your own database, free trials in your product, or CSV.
  • To use ChartMogul CRM, review the setup guide to familiarize yourself with importing leads and contacts.
  • 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/service by starting a trial before signing up for a subscription.


A lead is an individual or organization who shows interest in your product/service and has the potential to become a subscriber. Not all leads will complete a trial, nor will all leads become subscribers. When a lead is imported, ChartMogul creates a customer record and assigns the status New Lead.

Tracking lead dates 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 records.


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

Tracking trial dates 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 records.

Importing leads and trials using an integration

Review the table below to confirm the lead and trial data ChartMogul imports from your integration.

Integration Imports leads to create customer records Imports lead created date Imports free trial date
App Store Connect Included Included Only for Free Trial introductory offers
Braintree Included Included Included
Chargebee Included Included Included
GoCardless   Included  
Google Play Daily Sales Report only Included Date imported when using Daily Sales Report. When using Payloads URL, date imported only when specified in a payload.
HubSpot Included    
Intercom Included    
Recurly Included Included Included
Segment Included    
Stripe Included Included Included

Importing leads and trials using a custom source

Follow the steps below to import lead and trial data from another system (e.g., your own database, free trials in your product, CSV).

While it’s possible to manually add lead and trial data to customers stored in an integration source, any data you add manually may be lost when you re-sync that source. For more information, check your integration guide or contact support.

Step 1 — Add a custom source

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

  1. Navigate to Data & Config > Sources and click Add Source.
  2. Select Custom 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.

Step 3 — Merge customer records

Merging customers is permanent and cannot be undone.

For ChartMogul accounts created on or after May 21, 2024, ChartMogul automatically merges customers with matching external IDs or domains. Learn more.

When a lead converts to a paid subscriber, you may end up with two records for the same customer: one as a Lead in the source where you import leads and another as Active in the source where you track invoices or subscriptions. For accurate metrics, consolidate these records by merging them manually, using automation, or using our API. Learn more about merging customers.

To merge customers manually:

  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 source.
  2. Click Merge.
  3. Choose the customer ChartMogul imported from your billing system.
  4. Click Next.
  5. Click Confirm and merge to proceed.

Next Steps

  • Add individuals with a current or past relationship with your business as contacts.
  • Add additional data points to your customer records for deeper insights with segmentation.
  • Create automated workflows using lead and trial dates.
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