Trial to Paid Conversion Calculator

How it is calculated

The rate is conversion = paid ÷ trials × 100. trials is the number of people who started a free trial in the period you are looking at, and paid is how many of those same people became paying customers. Both are plain counts. The result is a percentage rounded to two decimals. The trial count must be above zero and the paid count must be between 0 and the trial count. If paid is larger than trials, or either number is negative, no result is shown, because a share of more than 100% cannot come from one group of people. When that happens, the two numbers were probably taken from different groups or different time windows.

Common mistakes

• Mixing cohorts: dividing this month's new paying customers by this month's new trials, although many of the payers started their trial last month. Follow the same group of trial users from signup to payment.
• Using all signups, including free accounts that never started a trial, as the trial count. That lowers the rate and measures something else.
• Counting paid customers who never had a trial, such as people who bought directly. They are not part of this rate, and including them can push paid above trials, which gives no result.
• Cutting the trial window too early. Conversion often happens at or just after the trial ends, so measure after the whole trial period has passed.