% of trials that become paying users. The Trial-to-Paid Conversion Calculator takes trials started, converted to paid and returns trial-to-paid conversion plus paying customers per 100 trials. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Startup metrics are about the efficiency of growth: how much it costs to win and keep customers, how fast recurring revenue compounds, and how long the cash lasts. Investors read these numbers before they read the pitch. Use the worked example below to check the maths against your own figures.
How the Trial-to-Paid Conversion Calculator works
Opt-in trials (no card) convert at 10–25%; opt-out trials (card required) at 40–60%. Onboarding quality moves this number more than pricing does.
Worked example
With the example values (trials started of 1000, converted to paid of 180), the trial-to-paid conversion is 18%; paying customers per 100 trials 18. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
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Frequently Asked Questions
How is trial-to-paid conversion calculated?
conversion = paid conversions ÷ trials started.
Which figures do I need?
Trials started, converted to paid. Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
What do investors consider healthy?
Common benchmarks: LTV:CAC above 3, CAC payback under 12–18 months, net revenue retention above 100%, monthly churn under 2% for SMB and under 1% for enterprise, and at least 12–18 months of runway.
