Trial to Paid Conversion Calculator
What fraction of an eligible trial cohort became paying accounts? Check the formula, a worked example and the stated measurement limits.
Result for the values shown.
Calculations run in your browser.
What to enter
| Input | Meaning and units |
|---|---|
| Converted trial accounts (accounts) | Enter a whole count in accounts; keep the reporting population consistent. |
| Trials with completed follow-up (accounts) | Enter a whole count in accounts; keep the reporting population consistent. |
Understanding your result
Compare signup channels and plans under consistent eligibility rules. A change in trial mix can move the aggregate rate without an onboarding improvement.
Common mistakes
- Do not mix users and billing accounts.
- Do not include unfinished trials as completed non-conversions.
Check your calculation
- Use the worked example as a known reference case, then change one input at a time and check the direction and units of the response.
Choose a consistent measurement basis
Choose the trial start cohort, paid-conversion rule and follow-up period. Decide whether first invoice, successful payment or paid subscription status defines conversion.
A second independently worked case
Twenty eligible trials with no conversions give 0%. Inputs: Converted trial accounts: 0 accounts; Trials with completed follow-up: 20 accounts. Results: Trial-to-paid conversion: 0 %; Trials not converted: 20 accounts.
Precision and output units
Displayed results: Trial-to-paid conversion in %, rounded to 2 decimal places; Trials not converted in accounts, rounded to 0 decimal places. Display rounding does not establish the precision of the original measurements or estimates. A small positive rate can round to 0.00%; inspect the underlying counts before treating displayed zero as an absence of events.
Calculation checks, sources and review limits
What fraction of an eligible trial cohort became paying accounts?
What fraction of an eligible trial cohort became paying accounts? Check the formula, a worked example and the stated measurement limits.
Common uses
- What fraction of an eligible trial cohort became paying accounts
- Compare Trial to Paid Conversion across scenarios under matching definitions.
How it works
Count paying conversions among trial accounts with equal completed follow-up. Divide by eligible trials and multiply by 100; track unresolved trials separately instead of including them prematurely.
Worked example
45 ÷ 300 × 100 = 15%; 255 trials did not convert in the window. Enter converted trial accounts 45 accounts, trials with completed follow-up 300 accounts. The independently worked result is trial-to-paid conversion 15 %; trials not converted 255 accounts. Compare this example with your reporting definitions before substituting your own figures.
FAQ
Does an issued invoice count as a paid conversion?
That depends on the declared conversion event. An invoice, a successful payment and a paid-subscription status are different events. Pick one before counting the cohort.
Why should ongoing trials be separated?
A still-running trial has not completed the chosen follow-up window. Treating it as a completed failure changes the measured conversion rate and can bias recent cohorts downward.