Active Trials Movement Chart
This page describes Charts v3.
This chart is also available in our legacy Charts v2. See Charts v2 and v3 differences.
The Active Trials Movement chart measures the change in unique active free trials over a period. Active Trials Movement can be thought of as a breakdown of what caused the change in the Active Trials count between two periods.
Available settings
- Filters: Yes
- Segments: No
How to use Active Trials Movement in your business
This movement chart, like others in RevenueCat, should be used to answer the “why” behind your Active Trials trend. For example, to understand what’s driving an Active Trials increase or decrease, you might:
- Segment Active Trials by Store
- See if any stores are exhibiting the change most significantly
- Then filter Active Trials Movement by that store to see if the change is driven primarily by New Trials or Expired Trials
Calculation
For each period, we measure:
- New Trials: New free trials started, plus trials that changed to another product while remaining in a trial.
- Expired Trials: Trials that stopped granting access or converted to paid, plus product changes away from a trial, minus trials whose access was restored.
Trial-to-trial product changes add one New Trial for the new product and one Expired Trial for the old product, so they do not change the overall Movement.
A trial is considered expired once the customer loses access to the free trial. There are multiple reasons why a trial expires:
- The trial converted to paying.
- The customer cancelled the trial before it could convert, and the trial reached its expiration date. The cancellation itself does not remove the trial from the "active trials" chart since the customer retains access until the end of their trial.
- The trial was set to auto-renew, but the renewal failed due to a billing issue. In this case, the trial is considered "expired" under the following conditions: If a grace period is set up for the product, the trial expires at the end of the grace period. Otherwise, the trial expires at the end of the regular trial period. Note that most stores keep retrying the payment even after the end of a potential grace period, so an expired trial can still successfully convert to a paying subscription.
- The subscription was paused after the trial (if the underlying store offers subscription pauses).
To better understand the reasons why trials are expiring, you can use the Trial Conversion Rate and Trial Conversion Funnel charts.
Formula
[New Trials] - [Expired Trials] = Active Trials Movement
FAQs
| Question | Answer |
|---|---|
| Is a trial that has been cancelled still considered active? | Yes, as long as the trial has not yet expired, it is considered active. |
| At what point is a trial that did not convert considered expired? | A trial for a subscription without a grace period is considered expired once its next renewal date has passed without a successful renewal. If a grace period is offered, the end of that grace period is considered the trial’s expiration date. |