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Subscriptions

Finding your subscription trial conversion rate

Track how many trial subscriptions convert to paying customers. This guide shows you how to calculate your trial conversion rate using Metorik's built-in segmenting tools.

How trial conversion rate works

Your trial conversion rate measures what percentage of subscriptions that started with a trial went on to become paid subscriptions. The formula is:

Paid subscriptions ÷ Total trials × 100 = Conversion rate %

For example, if you had 14 subscriptions with trials and 4 of them converted to paid subscriptions, your conversion rate would be 4 ÷ 14 × 100 = 28.57%.

Calculate your trial conversion rate

1

Go to the Subscriptions page

Navigate to your Subscription segmenting page. This is where you can filter and segment all your subscriptions.

2

Find all subscriptions with trials

Add the filter Trial Period is not empty. This filters your subscriptions to show only those that had a trial period.

Click the blue Segment Subscriptions button to apply the filter.

Trial Period filter showing 'is not empty' condition for subscriptions

Note the total count displayed — this is your total trials number. In the example above, it's 14.

3

Load the Trial Conversions segment

Click the Choose a Segment button and select Trial Conversions from the dropdown.

Choose a Segment dropdown showing Trial Conversions option

This built-in segment automatically applies two filters:

  • Trial Period is not empty — subscriptions that had a trial

  • Renewal Orders Count greater than 0 — subscriptions with at least one renewal order (meaning they converted to paid)

Applied filters showing Trial Period is not empty and Renewal Orders Count greater than 0
4

Calculate your conversion rate

Note the count shown for the Trial Conversions segment — this is your paid subscriptions number. In the example, it's 4.

Calculate your conversion rate:

Paid subscriptions ÷ Total trials × 100 = Conversion rate %

Using the example numbers: 4 ÷ 14 × 100 = 28.57%

Filter by specific products

To measure conversion rates for a specific subscription product, add a Products filter to your segment before calculating. This lets you compare trial conversion performance across different subscription offerings.

Learn more:

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