Paywall Conversion Chart
Available in Charts v3 only. This chart isn't listed when Charts v3 isn't enabled.
The Paywall Conversion chart measures how effectively your paywalls convert viewers into conversions. It supports multiple conversion types so you can analyze initial conversion, paid conversion, trial starts, and trial conversions.
This chart is cohorted by the first paywall impression date for each paywall that a customer sees, and is segmented by paywall by default. It evaluates initial conversions that occur on calendar days 0 through 3 after a customer's first paywall impression, where the impression day is day 0. For customers who do convert within that conversion window, the chart then attributes downstream outcomes like paid conversion and trial conversion even if those happen later.
This chart only tracks impressions and conversions from RevenueCat Paywalls. Paywalls implemented with custom code are not tracked in this chart.
For multi-step paywalls, the paywall impression is recorded when the customer reaches the step that contains packages to purchase, not when the first step is shown. Customers who leave on an earlier step without visiting the paywall step aren't counted as paywall viewers in this chart.
Available settings
- Filters: Yes
- Segments: Yes
- Selector: Show
- Initial Conversion
- Paid Conversion
- Trial Start Rate
- Trial Conversion
Cohorting
This chart is cohorted by the first paywall impression date for each customer-paywall pair. Each period therefore represents the cohort of customers who first saw the paywall in that period.
3‑day initial conversion timeframe
- Initial conversion is measured on calendar days 0 through 3 after the first paywall impression. The calendar day of the paywall impression is day 0.
- Paid conversion and trial conversion are attributed to a cohort only if the customer had an initial conversion within that conversion window. Those subsequent outcomes may occur later and are still attributed to the cohort.
Examples:
- Day 0: first paywall impression → Day 2: trial start (initial conversion) → Day 9: trial converts to paid → Later renewals. Result: counts as an initial conversion; paid conversion is counted; future revenue contributes to LTV‑related charts.
- Day 0: first paywall impression → Day 7: trial start (outside 3 days). Result: no initial conversion; the impression is counted as abandoned (see definition in Abandonment chart).
Measures
For each period, we measure based on the selector:
- Paywall Viewers: The count of unique customer-paywall pairs first seen during the cohort period.
- Initial Conversions (3 days): The count of those pairs with any initial conversion (trial start, paid subscription, or one‑time purchase) on calendar days 0 through 3.
- Paid Conversions: The count of those pairs with a paid conversion attributable to an initial conversion on calendar days 0 through 3. This includes direct paid within the conversion window or paid from a trial.
- Trial Starts: The count of those pairs that started a trial on calendar days 0 through 3.
- Trial Conversions: The count of those pairs that converted to paid from a trial that started on calendar days 0 through 3. The conversion itself may occur later.
This chart counts unique customer/paywall pairs. Customers who encountered multiple paywalls will get counted multiple times in this chart when segmenting by a dimension other than paywalls, or when looking at total numbers.
Calculation
- Initial Conversion Rate = [Initial Conversions (3 days)] / [Paywall Viewers]
- Paid Conversion Rate = [Paid Conversions] / [Paywall Viewers]
- Trial Start Rate = [Trial Starts] / [Paywall Viewers]
- Trial Conversion Rate = [Trial Conversions] / [Paywall Viewers]
Incomplete periods
Because this chart is cohorted by first paywall impression date and measures initial conversions on calendar days 0 through 3, very recent periods may be incomplete until calendar day 3 has ended. Learn more about incomplete periods here.
How to use Paywall Conversion in your business
- Compare paywalls to understand which designs, messages, or offerings drive higher initial and paid conversions.
- Segment by key dimensions such as Country, Offering, App version, Ad campaign, or Paywall to identify where performance differs.
- Use Trial Start and Trial Conversion to assess the trial path separately from direct paid pathways.
FAQs
| Question | Answer |
|---|---|
| Why does Paid Conversion include conversions that occur after calendar day 3? | Paid conversion is attributed only if the customer had an initial conversion on calendar days 0 through 3 after the paywall impression; the paid event itself may occur later (e.g., trial to paid on day 9). |
| How are one‑time purchases handled? | A one‑time purchase on calendar days 0 through 3 after the paywall impression counts as an initial conversion and as a paid conversion. |
| How are refunds handled? | Paid conversions are counts, not revenue. Revenue‑related charts (e.g., Paywall LTV) subtract refunds from revenue. |
| Why might results differ from other conversion charts? | This chart cohorts by first paywall impression and uses a fixed 3 calendar-day initial conversion window. Other charts may cohort by first seen date or event date, or use different timeframes. |