Active Trials Movement Chart

This chart explains how the active-trial inventory changes during each period. Unlike Active Trials, which is an end-of-period snapshot, this report counts the events that move trials into and out of that inventory.

Chart series

• New Trials: distinct Customer and Entitlement combinations for which eligible Trial access backed by a successful payment starts during the period.
• Expired Trials: eligible trials whose expire_date falls inside the period. A trial is still counted as expired even if that Customer later converts to paid access.
• Movement: the difference between New Trials and Expired Trials in the same period.

Net trial movement = new trials - expired trials

Project, app, offering, and product filters, resolution, and timezone are supported. The current response has no separate segment selector.

Example

If 120 trials start and 90 trials reach their expiry date during one week:

Movement = 120 - 90 = +30

The positive result means trial inflow exceeded expiry events by 30. It does not say how many trials converted. If the next week has 40 new and 70 expired trials, movement is -30.

How to use it

• Measure how a campaign, offering, or paywall affects trial starts.
• Anticipate expiry waves and schedule onboarding or conversion reminders.
• Diagnose whether a falling trial inventory comes from weak acquisition or a large expiry cohort.
• Compare movement with Trial Conversion; higher trial volume without higher conversion may indicate lower-quality acquisition.

Do not interpret Expired as “failed to convert.” Expiry and paid conversion are separate events. Positive movement also does not imply revenue because the new trials have not necessarily paid.

Use Active Trials for ending inventory and Trial Conversion for outcomes. More trial starts without better conversion may only indicate higher low-quality volume.