Calculating Trial Conversion Rate in Billing

Question

How are trial conversions calculated in Billing?

Answer

Stripe Billing uses a rolling 30-day window to sum the number of conversions and the number of trial cancellations, which occurs when a subscription that is still trialing is cancelled. To compute the rate, divide the number of conversions in the last 30 days by the number of ended trials (either via conversion or cancellation) in the last 30 days.

Additional Information

  • A trial converts when the full trial period has ended, the subscription hasn’t been canceled, and the first invoice has been paid. Even if a customer cancels shortly after paying their first invoice, we will still consider their trial converted.