See how many of your free trials actually pay.

It varies widely by model — opt-in trials that don't require a card tend to convert at lower rates than opt-out trials that do, and self-serve differs from sales-assisted. Rather than chase a universal benchmark, the more useful move is to measure your own rate consistently and work to improve it, because trial conversion is a powerful lever: a few points of improvement flow straight through to new MRR without any increase in trial volume. Track it by cohort so you can tell whether product, onboarding, or targeting changes are actually helping.

The biggest gains usually come from getting trial users to experience the product's core value quickly — a strong onboarding that guides them to the 'aha' moment before the trial ends, rather than leaving them to figure it out. Timely, helpful nudges, removing friction to activate, and making sure the people starting trials are a good fit for the product all help. Because the mechanics differ by business, the reliable approach is to measure conversion by cohort, change one thing, and watch whether later cohorts convert better — which the tracker is built to show.

A ready-to-use spreadsheet (Excel & Google Sheets): trial-to-paid conversion rate and new MRR by cohort, with the value of conversion lifts — delivered instantly after checkout. AI-assisted, human-built; not financial advice.