Trial conversion and history

The Trials report shows which trials converted, which ended before conversion, and which are still running. It combines two charts with searchable trial history so you can move from a daily total to the Merchants behind it.

The report currently covers Shopify trials. During rollout, open it through the report URL shared with you; its navigation links are not yet enabled. You need the same access to the App as you do for its other reports.

This guide covers the report topics in Mantle's Trials guide, adapted to Fusionmetrics. The comparison below identifies differences; the rest of this page describes the implemented Fusionmetrics behavior.

Differences from Mantle

Topic	Fusionmetrics behavior
Freshness	Mantle describes live tracking. Fusionmetrics reflects the latest successful import; check Last updated.
Status labels	Mantle calls losses before conversion churn. Fusionmetrics labels these Cancelled during trial, reserving Churned after conversion for later losses.
Upcoming trials	Mantle's FAQ describes upcoming trials as active. Our date-based filter can also include early cancellations whose effective end is still ahead.
Segments	Mantle recommends segments and funnels. This report omits current Merchant segments to avoid biasing historical conversion rates.
Engagement	Mantle suggests watching engagement. This report shows billing and trial history; it does not measure in-app engagement or automate outreach.

Mantle's guide does not specify frozen-trial handling, usage-only pricing, exact UTC boundaries, or import-cutoff rules. The details below document Fusionmetrics choices, rather than claiming differences in Mantle's behavior.

Read the trial conversion chart

Trial conversion rate groups completed trials by their effective trial end date. This is the date a trial was due to finish, including any recorded extension. Each day's bars show converted and canceled trials, while the shaded line shows their conversion rate.

Conversion rate = converted trials / (converted trials + canceled trials) × 100

For example, eight conversions and two cancellations in a completed group give an 80% conversion rate. A trial that converted still counts as converted if the Merchant later cancels the subscription.

The headline rate uses the total trial counts across the selected period. It does not average the daily percentages. Rates always use counts, even when the bars display trial values. A group with no resolved trials shows no rate.

The date selector at the top of the page controls this historical chart. Dates are in UTC, and the latest available data is shown in Last updated.

Read the active trials chart

Active trials shows upcoming trial completions from the latest import, including trials ending later on the same day. The bars compare trials still running with trials already canceled before their upcoming end date.

Retention rate = active trials / (active trials + canceled trials) × 100

For example, nine active trials and one early cancellation due to finish on the same date give a 90% retention rate. This describes the current state of those trials; it does not predict how many will eventually convert.

Changing the historical chart's date range does not narrow the upcoming pool. Both charts use the selected plans and the Paid plans only setting.

Choose plans and values

Open All plans to select one or more trial plans. Choose Clear to include all plans again. Plans belong to the trial being reported, so an earlier trial does not move to a Merchant's current plan simply because that Merchant later changed plans. In an aggregate App view, the picker also identifies each plan's source App.

Display trial value switches the chart bars between trial counts and monthly USD values. Fixed annual prices are divided by 12: a $120 annual subscription has a $10 monthly trial value. These values describe the fixed subscription opportunity, rather than payments collected during the period.

Paid plans only is enabled by default. It includes fixed-price and usage-priced plans when the imported billing data establishes that pricing. Turn it off to include free plans and trials whose pricing is unknown. Plan names such as “Free” do not determine this classification.

A usage-only plan can count as a paid trial while displaying $0 in fixed trial value. Fusionmetrics does not forecast future usage charges. See how MRR is calculated for the separate recurring-revenue calculation.

Explore trial history

Trial history includes all imported trials, including those outside the historical chart's date range. Each row shows the Merchant, trial plan, trial start, effective trial end, and status. Open a Merchant to inspect its timeline; an imported contact email is shown when available.

The Active trials and Total value figures above the table summarize the current active pool for the selected plans and paid-plan setting. Search, status, conversion-window filters, chart selections, and pagination narrow the rows without changing these totals. Total value remains a monthly USD amount when the charts display counts.

Use Search merchants or plans to find a name, store domain, or plan. Column headings change the sort order, and the pagination controls change the page or number of rows shown.

Trial conversion window

This table filter uses the effective trial end, including extensions. It does not filter by trial start, actual cancellation time, or the date payment arrived, and it does not change either chart.

Choice	Trials included
All trials	All imported trial history, subject to the other table filters.
Past trials	Trials whose effective end is at or before the latest import's cutoff.
Upcoming trials	Trials whose effective end is after that cutoff. Early cancellations can appear here too.
Custom dates	Trials with an effective end within the selected UTC dates, including both boundary dates.

For Custom dates, enter From and To, then choose Apply dates. Remove filter returns to all trial end dates. Past and Upcoming are relative to the report's latest import, rather than the time on your device.

Trial statuses

Status	Meaning
On trial	The trial has not converted or ended. A frozen trial has an additional Frozen indicator.
Paying	The trial converted and the subscription has not subsequently ended.
Cancelled during trial	The trial ended before conversion.
Churned after conversion	The trial converted, then the subscription or Merchant relationship ended.

In the Trial status filter, Converted to paying includes both Paying and Churned after conversion. Converted, not canceled selects Paying only. Hover over or focus a status badge to see the recorded timing and elapsed duration. Missing cancellation evidence is not replaced with an estimated date.

Open the trials behind a chart bar

Select a converted, active, or canceled bar to scroll to its matching trial history. The selection keeps your plan and paid-plan choices, and clears the previous table search, status, and conversion-window filters. A label above the table identifies the selected day and outcome; use its close button to clear it.

Export or share a view

Choose Export to download a CSV of all matching history rows in the selected sort order, including rows beyond the current page. The export respects the plan, paid-plan, search, status, conversion-window, and chart-selection filters. It includes the original and effective trial ends, conversion and cancellation times, monthly value, and status.

Copy the browser address to share the report's filters and chart selection. Recipients still need access to the App. A shared URL loads the latest available data when opened, and relative date ranges remain relative; it is not a saved snapshot. If a refresh publishes new data while an export is being prepared, reload the report and export again.

Frequently asked questions

How do conversion and retention rates differ?

Conversion measures resolved outcomes in completed trial-end groups. Retention measures the share of upcoming trials still running rather than already canceled. Neither percentage is weighted by plan value. The formulas are in the conversion chart and the active trials chart sections.

What changes when I switch between values and counts?

Only the chart bars and their value summaries switch units. Counts show trial volume; values show the fixed monthly USD amount associated with those trials. The percentage lines still use counts, and the history's Total value remains in USD.

Why distinguish cancellation during a trial from later churn?

One ended without converting; the other converted before ending. Keeping them separate lets you investigate trial onboarding without treating a later loss as a failed trial. Both outcomes have distinct status badges. The badges describe recorded outcomes, not the Merchant's reason for leaving.

Can a canceled trial still be upcoming?

Yes. Upcoming describes its effective end date; canceled describes its outcome. A Merchant can cancel today even though the trial was due to finish next week. That canceled trial reduces the upcoming group's retention rate and is no longer part of the active opportunity total.

What does the paid-plan filter exclude?

Paid plans only excludes explicit free pricing and unknown pricing. Supported usage-priced trials remain included, even if their fixed value is $0. The pricing rules explain how value differs from paid-plan classification.

Can I compare individual plans?

Yes. Select the trial plans in All plans; both charts, active totals, and history use that selection. Choosing several plans combines their trials into one view. To compare tiers separately, use a separate view or browser tab for each selection.

Does the top date range also filter trial history?

No. It controls the historical chart. Use Trial conversion window above the table for All, Past, Upcoming, or inclusive Custom dates. That filter follows effective trial ends, including extensions, and leaves the charts unchanged.

Does conversion require a payment transaction?

No. An active subscription converts when its effective trial end has passed; the first payment transaction does not need to arrive first. Confirmed paid billing that starts early can establish an earlier end. A later cancellation does not remove the original conversion.

Why can an early cancellation show two end dates?

The Trial end cell crosses out the effective scheduled end and shows the actual cancellation date below it. If the trial was extended, the crossed-out date is the extended end; the original end is preserved separately in the CSV.

A trial canceled on October 3 but due to end on October 10 stays in the October 10 group. Before that end, it appears among upcoming cancellations; afterward, it contributes to the historical conversion calculation. Its actual cancellation date remains October 3 in history and the status details.

What happens when a trial is extended or its plan changes?

A recorded extension moves the effective end and its chart group. The original end remains available in the CSV. A confirmed plan replacement that continues the same trial is counted as one trial, rather than a cancellation plus a new trial. A returning Merchant needs evidence of a new trial; a future billing date alone is not enough.

When Shopify supplies only an end date, the trial runs through the end of that UTC day unless more precise billing evidence establishes an earlier boundary.

How are frozen trials treated?

A frozen trial remains visible in history with its Frozen indicator. If it has not converted, it is excluded from active totals and conversion-rate denominators until it resumes or ends. Freezing is not a cancellation. A trial that converted before freezing retains that conversion.

Why is there no segment filter?

Merchant segments describe current membership. Applying a current paying-plan or status segment to historical trials can remove Merchants who canceled and inflate conversion rates. Use trial-plan and trial-status filters here. Segments remain available in the Merchant directory and MRR reports.

Should this match Trials on the main dashboard?

Both reports use the same trial history. Compare matching Apps, plans, paid-plan choices, dates, and display modes. The dashboard's Active tab shows upcoming completions, while its Converted tab uses the selected historical dates. The dedicated report also exposes the full history and conversion rates.

Why does the report ask me to refresh?

An older import may not yet include the history needed by this report. The next successful scheduled refresh prepares it automatically, or you can use Refresh on the report. Existing dashboards remain available while that work completes. If it fails, the previous data stays visible and the report needs a successful refresh before the new history becomes available.