Trial conversion
Trial conversion is the share of people who start a free trial and go on to pay when it ends.
Also called Trial to paid, Trial conversion rate.
In plain words
1 in 3 people who tried Fern Plus for free went on to pay.
How Apparent would say it about Fern, an example app in the live demo.
How it's worked out
Trials that turned into a first payment ÷ trials that ended.
Good to know
Count only trials that have finished. A trial that started yesterday hasn't had the chance to convert, and including it makes the rate look worse than it is.
Most people who cancel a trial do it in the first day or two, often right after starting. That's normal and not always a sign they disliked the app.
What people do during the trial predicts whether they pay. Linking purchases to in-app events shows which actions come before paying.
Where the number comes from
RevenueCat, or the stores' subscription reports.