Trial Cancellation Rate: When and How Many Trials Get Cancelled

Customers are grouped by trial start, and each customer counts once. For a trial that has ended without a paid period, RevenueDot looks at the cancellation and uncancellation events during the trial. If the last opt-out was not undone and fell within the selected time from the start, it is a cancellation. The selector cancellation_timeframe defaults to 7 days.

The other trials that ended unconverted are split into two: billing failures, where a billing issue was reported during the trial, and elapsed, where there was no opt-out and no billing issue. Trials still running are in the denominator but in none of the three groups, so recent points are marked incomplete.

You can filter and segment by app, store, product, product duration, offering, country, platform and app version. Sandbox trials are excluded. You can open it in the dashboard under Charts or fetch it with GET /v2/projects/{project_id}/charts/trial_cancellation. 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 100 customers who started a trial, read at the 7 day timeframe after every trial has ended.

Trial cancellation rate is 38 / 100 = 38.0%.

How early customers cancel tells you what to fix. Cancelling on day 1 means the customer saw the product and the price and said no, so the paywall expectation or onboarding is wrong. Cancelling on the last day suggests the customer wanted to try and forgot, or did not see enough value in the full trial.

Elapsed trials are customers who never opted out and still did not pay. They point at the first charge: a card on file that failed, or a customer who lost access to the account. Billing failures are the fixable part and a reminder email or an updated payment prompt can recover them.

How to read it

• Compare 1 day and 7 day timeframes. A big jump between them means most cancellations come late in the trial.
• A customer who cancels and then turns auto-renew back on is not a cancellation. RevenueDot treats the opt-out as undone.
• Segment by product duration to see whether a longer trial cancels earlier or later.
• Read together with Trial Conversion Rate. Rates for cancelled, billing failure, elapsed and converted add up to the whole cohort once all trials have ended.
• Recent cohorts include running trials, so wait for the incomplete mark to clear.