The Average Revenue per Trial shows you the approximate average value of a free trial (in the selected date range).
Measurement: It is calculated by summing all the revenue generated by free trials that convert in any time period, divided by the number of free trials that started in that same time period.
Date is March 1 - March 7, 2019
Free trials started is 100
Revenue from converted trials is $1,000
Revenue per Free Trial Started is $10
This metric is used to gain an approximate measure of what an average free trial is worth in revenue terms. Not just converted trials, but free trials generally. In other words, if a free trial signup costs you an average of $0.50 to generate, what is your return on that investment? In the above example, the gross ROI is $9.50.
This metric is very useful for making decisions about your subscriber acquisition spend. The higher value a free trial generates on average, the more investment you can justify in generating more of them.