Conversion to Paying: Share of New Customers Who Pay Within N Days

New customers are grouped by cohort date. RevenueDot takes each customer's first payment: the first purchase, renewal or one-time purchase in the ledger, with trial starts excluded. The customer counts when that payment falls inside the timeframe (day 0, 3, 7, 14, 30 days or unbounded, default 7 days) and was not refunded before the window ended.

A customer on a free trial counts only when the first charge lands. A 7 day trial started on day 0 pays around day 7, so a short timeframe can miss it and a 14 day timeframe will catch it. A paid introductory offer is treated like any other payment.

The newest cohorts are marked incomplete until their window has passed. Purchase filters change what counts as a payment but not the new-customer denominator. Sandbox purchases are excluded. You can open it in the dashboard under Charts or fetch it with GET /v2/projects/{project_id}/charts/conversion_to_paying. The response has the same shape as RevenueCat's Charts API, so scripts written for that API keep working. The secret key needs the charts_metrics:charts:read permission. The Charts guide lists every parameter.

A week with 400 new customers, read at the 7 day timeframe.

Conversion to paying is 20 / 400 = 5.0%.

Conversion to paying is the simplest answer to whether new customers become revenue. Unlike Initial Conversion it ignores free trials that never pay, so it is the number to put next to your ad cost per new customer when you decide whether a channel earns its money back.

For context, RevenueCat's State of Subscription Apps 2026 reports that hard paywall apps convert 10.7% of users by day 35, against 2.1% for freemium apps. Its window is 35 days, so a 30 day timeframe here is only a rough match. Use your own history as the main baseline.

How to read it

• Set the timeframe at least as long as your trial. A 7 day timeframe for a 7 day trial understates the rate.
• A refund inside the window removes the customer from the numerator. A rate that rises after you tighten refunds is partly this effect.
• Compare it with Initial Conversion. A large gap means many trials never pay.
• Read the newest points as incomplete. Their windows are still open.
• Segment by country and product before you change a price.