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This metric tells you what percentage of free trials that end in any date range that successfully convert to paid subscriptions. Whereas the number of new free trials started tells you how attractive your trial offers are, the trial conversion rate gives you insight into the trial experience itself.
Measurement: The percentage of free trials ending in any time period that successfully convert to paid subscriptions.
Calculation: (Free trials converted in selected period / All free trials ended in selected period) * 100.
For example, if 500 free trials convert in the selected period and 1000 free trials ended overall, then your conversion rate is 50%.