Definition
Trial-to-paid conversion measures what % of trial users become paying customers within a defined window.
Formula
Trial-to-paid = trial users who paid / trial users started
How to use it
- Track by cohort and channel to understand lead quality.
- Separate self-serve vs sales-assisted conversions for clarity.
Why this matters
This term matters because small changes compound in SaaS metrics. Use consistent definitions by cohort and segment so you can diagnose retention, payback, and growth quality.
Practical checklist
- Write a 1-line definition for "Trial-to-paid Conversion Rate" that your team will use consistently.
- Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
- Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
- Use a calculator that references this term (e.g., Trial-to-paid Conversion Calculator) to sanity-check assumptions.
- Read the related guide (e.g., Trial-to-paid conversion: definition, formula, and how to improve it) for context and common pitfalls.
Where to use this on MetricKit
Calculators
- Trial-to-paid Conversion Calculator: Compute trial-to-paid conversion rate and estimate required conversions to hit a target.
- PQL to Paid Conversion Calculator: Compute PQL-to-paid conversion rate and the number of paid customers implied by PQL volume.
Guides
- Trial-to-paid conversion: definition, formula, and how to improve it: Trial-to-paid conversion explained: how to calculate it, choose a window, and improve conversion without harming retention.
- PQL to paid: how to define PQLs and track conversion to revenue: A practical guide to PQL-to-paid conversion: define predictive PQL events, measure cohorts, and use segmentation to improve conversion and retention.
- PLG metrics hub: activation, trial conversion, stickiness, and adoption: A practical hub for product-led growth metrics: activation rate, trial-to-paid, DAU/MAU and WAU/MAU stickiness, feature adoption, and PQL-to-paid conversion.