Definition
Users who begin a trial but do not convert to a paid plan. These users represent a valuable segment for win-back campaigns, exit surveys, or follow-up offers aimed at understanding and closing conversion gaps.
Trial Drop-Off Rate = (Trial Starters - Trial Converters) / Trial Starters x 100. For example: (10,000 - 6,000) / 10,000 = 40%.
Top reasons: did not use the app enough to experience value, forgot about the trial, found it too expensive, technical issues, or found an alternative. Understanding the mix helps you prioritize fixes.
Drive engagement during the trial with onboarding content, push reminders, and feature discovery. Send a 'trial ending' message 48 and 24 hours before expiration. Offer a discount or extension to hesitant users. Make the trial experience showcase your best content.
Absolutely. They are your most cost-effective conversion opportunity. Send win-back emails at 1, 7, and 30 days post-expiration. Offer incentives that address common drop-off reasons (discount for price-sensitive, extension for low-engagement).
Payment processing handled outside of Apple or Google's in-app purchase systems. Commonly via payment platforms like Stripe, Paddle, or PayPal. Often used for web subscriptions or Android apps distributed outside the Play Store, allowing greater pricing control and lower platform fees.
Promotions with a clear expiration (e.g "48-hour offer") designed to create urgency and drive faster decision-making. These are often delivered through paywalls, lifecycle campaigns, or triggered messaging tied to in-app behavior.
The amount of time between a user installing the app and starting their first subscription. A key metric for measuring the effectiveness of onboarding, paywall timing, and perceived value delivery.
A user's decision to allow or deny tracking (e.g., through Apple's App Tracking Transparency prompt). Consent status affects how well apps can attribute installs, personalize messaging, and optimize acquisition across marketing channels.
The percentage of users who begin a free trial and subsequently convert to a paid subscription. This is one of the most important metrics for subscription apps with trials, reflecting onboarding success, feature adoption, and value communication.
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