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Written by MetricKit EditorialReviewed by MetricKit Editorial ReviewUpdated 2026-07-21
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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.
Related definitions:trial to paidconversion ratefunnelarrr funnel
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).
Next action

Calculate the rate, then diagnose the funnel

Trial-to-paid tells you what converted within the chosen window, but not why. Read the guide to check cohort timing and funnel definitions, then inspect activation before changing pricing, onboarding, or acquisition spend.

Read the trial-to-paid guideCheck activation next

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

  1. Enter trials started for the cohort/window.
  2. Enter trials that converted to paid within the window.
  3. 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.

Related calculators

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CAC Calculator
Calculate Customer Acquisition Cost (CAC) from total acquisition spend and new customers.
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Fully-loaded CAC Calculator
Calculate fully-loaded CAC by including paid spend plus sales & marketing costs (salaries, tools, and other acquisition costs).
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LTV Calculator
Estimate customer Lifetime Value (LTV) using ARPA, gross margin, and churn rate.
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LTV Sensitivity Calculator
See how gross profit LTV changes as churn and gross margin vary (simple 3x3 sensitivity).
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LTV:CAC Calculator
Compute LTV:CAC ratio and CAC payback using ARPA, gross margin, churn, and CAC.
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CAC Payback Period Calculator
Estimate how many months it takes to recover CAC (months to recover CAC) using gross profit.

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.