It's common to offer a free trial at the beginning of a subscription. However, it can often be challenging to measure how many convert to a paid subscription and how many cancel.
In this guide, we will use Metorik's we have a prebuilt segment to look at trial conversions and then find the trial conversion rate.
Head to your Subscription segmenting page.
First let's find all subscriptions that had a trial, to do this add the _trial_period is not empty filter, then click the Segment subscriptions button:
Take note of the number in this segment which is 14 in this case.
Next, click the Choose a Segment button and select the Trial Conversions filter:
This will apply the following filters for you automatically:
The list of subscriptions you can see now are subscriptions that had a trial period and have at least 1 renewal order (ie. trials that converted to paying subscriptions).
The formula for your trial conversion rate = paid subscriptions/total trials x 100.
In this case, 4/14 x 100 = 28.57%
You can add other filters to this segment as well, for example, you could add the products filter to find the conversion rate for a specific subscription product.