Subscription conversion rate (Trial-to-paid)
Monetisation metric. Do they pay, and is it worth what they cost?
What is subscription conversion rate?
Subscription conversion rate is the share of users who move to a paid subscription, most often measured as free trials that become paying subscriptions.
Free trial: a period of free access that turns into a paid subscription unless cancelled.
Paywall: the screen that asks the user to start a trial or subscribe.
How to calculate Trial-to-paid
Trial-to-paid = Trials converted to paid ÷ Trials started × 100- Trials converted to paid
- trials whose first paid period was charged successfully
- Trials started
- trials begun in the same cohort
Where definitions differ
| Variant | Formula | When to use it |
|---|---|---|
| Install to trial | Trials started ÷ Installs × 100 | Measures the paywall and offer. |
| Trial to paid | Paid ÷ Trials started × 100 | Measures what the trial delivered. |
| Install to paid | Paid subscriptions ÷ Installs × 100 | The product of the two; used for acquisition maths. |
Trial-to-paid calculator
Example inputs: change them to your own numbers. The examples only make the calculator show a worked answer; they are not benchmarks or targets. Runs in your browser; nothing you type is sent anywhere.
- Install to trial
- 10%
- Trial to paid
- 40%
- Install to paid
- 4%
When is a trial counted as converted?
When the first paid period is charged successfully, not when the trial starts or when the user fails to cancel. Trials that end in a failed payment belong in involuntary churn, not in conversions.
How Trial-to-paid differs by vertical
| EdTech | Trials timed around exams convert differently from those started at random. |
|---|---|
| Fintech | Used for premium plans and paid memberships. |
| OTT and streaming | The central monetisation funnel. |
| Gaming | Used for subscription passes (VIP, battle passes). |
Common mistakes
- Counting conversions before the trial has ended for the whole cohort.
- Mixing direct purchases (no trial) into trial-to-paid.
Questions
How do you calculate trial-to-paid conversion?
Divide the trials that became paid subscriptions by the trials started in the same cohort, once all of them have ended. 800 of 2k is 40%.
What is install-to-paid conversion?
Paid subscriptions divided by installs. It equals install-to-trial multiplied by trial-to-paid, and it is the rate to use with CPI.
Why wait for trials to end before measuring?
Trials still running can neither convert nor fail yet, so including them understates conversion.
What is the difference between a metric and a KPI?
A metric is any measured quantity; a KPI is a metric a team has chosen as a target for judging performance. Most metrics here become KPIs only for the teams whose work moves them.
Do I need an MMP to measure these metrics?
Not for all of them. Engagement and monetisation metrics come from product analytics and billing data, while metrics split by ad channel, such as CPI, ROAS or retention by source, need installs attributed to campaigns.
Are the calculator's example inputs benchmarks?
No. The example inputs only make the calculator show a worked answer when the page loads; they are not typical, good or target values. Replace them with your own numbers.