Conversion to Paying Chart
Cohort definition and conversion rate from new Customer to paying Customer
This chart measures the share of each new-customer cohort completing at least one eligible paid purchase within the selected timeframe.
Day 0, 3, 7, 14, 30, and Unbounded timeframes are supported, along with resolution and timezone. Current generated data is primarily reliable at project level.
Example
If a weekly cohort contains 500 new Customers and 60 obtain eligible paid Normal access within 30 days, conversion is 12%. Later renewals by those same Customers do not increase the payer count; they affect Revenue and LTV instead.
How to use it
- Evaluate acquisition quality in terms of real payment.
- Compare cohorts before and after pricing, trial, or paywall changes.
- Check whether increased trial volume creates more paying Customers.
- Combine it with paying-customer LTV to separate payer volume from payer value.
A short timeframe measures conversion speed; a longer one gives a more complete outcome. Compare only cohorts old enough to finish the selected window.
Unlike Initial Conversion, a trial alone does not qualify. Recent cohorts may have incomplete conversion windows, so compare cohorts of equivalent age.
FAQ
Frequently asked questions
Does starting a trial count as paying conversion?
No. This metric requires Normal access backed by a successful payment.
Does every renewal create another paying customer?
No. A Customer contributes at most once to the paying-customer count in its cohort.