What is trial conversion rate?

Stripe divides the trials that converted to a paid plan in the last 30 days by the trials that ended in the last 30 days. RevenueCat separates three related rates: initial conversion (a trial start or a purchase over new customers), trial conversion, and conversion to paying.

The rate decides what each new trial is worth. Test trial length, the reminder before the first charge and what the customer sees on day one against it. Segment by product duration to compare a 3-day, 7-day and 14-day trial. Beware that the Paywall Conversion chart also reports a trial conversion rate, but there it is divided by paywall viewers, not by trial starts.

RevenueDot groups customers by the date their first trial started and divides customers whose trial converted by customers who started a trial, so trials still running sit in the denominator and the newest points are marked incomplete until their trials end. The first paid period after a trial is a RENEWAL with is_trial_conversion: true, and the Trial Conversion Rate, Trial Conversion Funnel, Active Trials and Trial Cancellation Rate charts follow it.

Example

In a week, 200 customers start a 7-day trial and 70 are charged when it ends. The trial conversion rate is 70 ÷ 200, or 35 percent. While 50 trials are still running, the rate so far is lower than the final rate.

Sources: Stripe Docs: Billing analytics definitions · RevenueCat Docs: Charts