Trial Conversion Rate Chart
Available in Charts v3 only. This chart isn't listed when Charts v3 isn't enabled.
The Trial Conversion Rate chart measures the number of trials that started in a given period and the portion that converted to paid. Each trial subscription is counted separately, so a customer who starts trials on two subscriptions contributes two Trial Starts.
Please note that the number of Trial Starts reported in each period in this chart will differ from the same period of the Trial Conversion Funnel, since the funnel is grouped by customer cohort date—the earliest date a customer was first seen or made their first purchase—not by trial start date.
Available settings
- Filters: Yes
- Segments: Yes
- Measure: Yes
- Conversion Timeframe: No
Trial cohorts
This chart is cohorted by a trial's start date. As a result, all dates which contain trials that have not yet ended will have an incomplete conversion rate, since those trials may still convert to paid but have not yet had the opportunity to. The chart marks these periods as incomplete.
To compare recent periods before all of their trials have ended, select Conversion Rate (Completed Trials) in the Measure selector. It leaves pending trials out of the denominator. The default, Conversion Rate, counts pending trials as not converted.
While a period still has pending trials, Conversion Rate (Completed Trials) reflects the trials that ended first, such as shorter trials. It can still change as the remaining trials end.
How to use Trial Conversion Rate in your business
Tracking the conversion rate from trial to paid is critical for understanding whether customers are getting the expected value out of your app.
In addition, this chart can be segmented by product dimensions like Product Duration and Offering to analyze how likelihood to pay is influenced by the type of purchase being made; or by customer dimensions like Apple Search Ads Keyword, to understand how a customer's acquisition source is impacting conversion.
Calculation
For each period, we measure:
- Trial Starts: The number of trial subscriptions that started in the period. Each subscription is counted once.
- Conversions: The count of those trials that converted to paid.
- Expirations: The count of those trials that expired without converting to paid.
- Pending: The count of those trials that have not yet converted or expired.
- Completed Trials: The count of those trials that have converted or expired.
Formulas
- [Conversions] / [Trial Starts] = Conversion Rate
- [Conversions] / [Completed Trials] = Conversion Rate (Completed Trials)
FAQs
| Question | Answer |
|---|---|
| What is the relationship between Trial Conversion and other conversion charts? | Learn more about the relationship between conversion charts here. |
| Why might Trial Starts in a given period differ from Trial Starts in the same period from the Trial Conversion Funnel? | These two charts measure different things: Trial Conversion Rate counts trial subscriptions that started in a period, while Trial Conversion Funnel counts customers with qualifying trials and groups them by customer cohort date. A customer who starts trials on two subscriptions contributes two Trial Starts in this chart but only one in the funnel. The funnel may also include a qualifying trial started outside the displayed cohort period, exclude a trial started in the period by a customer from an earlier cohort, and exclude trials started after the customer's first conversion. |
| If a payment is later refunded, will that cause the number of Converted trials or Conversion Rate to decrease? | No, a refunded paid transaction will not be excluded from this chart. Since the trial first converted to paid before getting refunded, we consider this a trial conversion. |
| Why is the conversion rate low for my most recent periods? | Conversion Rate counts trials that are still running as not converted, so periods with pending trials read low until those trials end. Select Conversion Rate (Completed Trials) in the Measure selector to leave pending trials out. |