Trial conversion rate
Also: Trial-to-paid conversion
Trial conversion rate is the share of free-trial starts that become paid subscriptions. It is the single largest lever between a subscription app's install volume and its revenue.
Trial conversion = Paid conversions ÷ Trial starts
Ad platforms optimizing to trial starts are optimizing to a zero-value event; a 37% conversion rate means 63% of what the algorithm counts as success never pays. Feed paid conversions back where volume allows, and judge channels on conversions, not starts.
Conversion rate differs by acquisition source, plan length, and trial length. A channel with cheap trial starts and poor conversion is the most common way a subscription app loses money while every platform dashboard looks green.
Go deeper: Trial starts vs paid conversions in ROAS
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In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.