Trial-to-paid Conversion Calculator
Compute trial-to-paid conversion rate and estimate required conversions to hit a target.
Trial-to-paid measures the % of trial users who become paying customers within a defined window.
Track by cohort and channel to understand lead quality and where onboarding or pricing friction is blocking conversion.
Prefer an explanation- Read the guide.
Trial-to-paid conversion: definition, formula, and how to improve itPLG metrics hub: activation, trial conversion, stickiness, and adoptionActivation rate: definition, formula, and how to improve activationPQL to paid: how to define PQLs and track conversion to revenue
Set 0 to disable target calculation.
%
Tip: you can type commas (e.g., 10,000).
Example
Using the default inputs, the result is:
9%
- Trials started
- 2,000
- Trials converted to paid
- 180
- Target trial-to-paid (optional)
- 12%
How to calculate
- Enter trials started for the cohort/window.
- Enter trials that converted to paid within the window.
- Optionally enter a target trial-to-paid rate to compute required paid conversions.
Formula
Trial-to-paid = paid conversions / trials started
- Uses a single conversion window; use cohorts for long sales cycles.
- Trials and paid conversions reflect the same cohort definition.
FAQ
What window should I use (7/14/30 days)-
Use a window that matches your typical conversion lag. If sales-assisted conversions take longer, track them separately or extend the window so you don't undercount conversions.
Should I include free users in trials-
Only if the definition is consistent. Many teams separate free-to-paid and trial-to-paid because the activation and conversion behavior differs.
Common mistakes
- Using a window that's too short (under-counts conversions for long sales cycles).
- Mixing self-serve and sales-assisted trials (different funnels).
- Changing trial definitions and comparing rates as if equal.
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Quick checks
- Keep time units consistent (monthly vs annual) across inputs and outputs.
- Segment by cohort/channel/plan before trusting a blended average.
- Use the related guide to avoid common definition and denominator mismatches.