Free trial conversion rate
Free trial conversion rate is the percentage of free trials that become paying subscriptions. It measures how well the product proves its value during the trial and how smooth the path to payment is. It is sensitive to trial length, whether a card is required and how qualified the signups are.
Formula
Trial conversion rate = trials converted to paid ÷ trials started
How to read it
Compare it only with like-for-like trial designs: card-required and no-card trials convert very differently. A trial that never converted should not be counted as revenue at any point.