What is Trial-to-Paid Conversion Rate?
Share of free trials that convert to paid plans.
How to calculate it
Calculate Trial-to-Paid Conversion Rate as: Paid conversions / Trials started × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
300 trials start and 60 convert -> 20% trial-to-paid (typical for opt-in trials).
Example 2
360 trials start and 72 convert -> 20% conversion, typical for an opt-in model; improving onboarding lifts it to 26% the next quarter.
Why it matters
Trial-to-paid conversion rate is the share of free trials that convert to paid plans and measures how well the product delivers value during onboarding. It is a direct read on activation and the strength of the first-run experience. Counting expired trials inconsistently distorts the rate, so the denominator definition must be fixed.
Benchmark context
Opt-in (no credit card) trials convert at roughly 15-25%; opt-out (credit card required) trials convert much higher but start with fewer trials.
Common pitfalls
Counting expired trials inconsistently.
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