Trial Outcomes
The Trial Outcomes report shows what actually became of every trial you started — how many converted, how many are still running, and how many ended without a purchase — grouped so you can compare one month's cohort against another.
For trial volume and conversion rates over time, see the Trials report. For how long conversions take on average, see Trial Length.
Cohorts: everything is grouped by when the trial started
Every figure in this report is grouped by the month the trial started, not the month the outcome happened. A customer who started a trial in June and paid in August is counted in June.
This is what makes the columns comparable. If outcomes were grouped by when they occurred, a single month's column would mix conversions from several different cohorts and you could never tell whether June's trials performed better or worse than May's.
It also means a column can keep changing after the month has ended — June's "Converted" figure will keep rising as more of that cohort pays.
The four outcomes
The outcomes are mutually exclusive, and together they always add up to the trials started in that period.
| Outcome | Meaning |
|---|---|
| Converted | Reached a paid subscription, whatever happened afterwards. A customer who converted and later churned still counts as converted — the trial did its job. |
| Active trial | Still on trial right now. |
| Cancelled | Actively ended the trial without ever paying. |
| Ended, no purchase | The trial ran out and the customer never paid. |
How "Ended, no purchase" is decided
A customer counts as Ended, no purchase once both of these are true:
- they have never paid anything, and
- their trial end date has passed.
This holds even if your billing system still has a subscription attached to them. After a trial lapses, Stripe and other billing systems often leave something behind — a subscription sitting in incomplete, a past_due shell from a first charge that failed, or a zero-value subscription that never bills. None of that represents revenue, and none of it means the customer is still evaluating your product.
Judging the outcome on the customer rather than on whatever the billing system left behind keeps the numbers honest and predictable. The alternative — interpreting each billing status to decide which ones constitute a genuinely open trial — is far more machinery for a distinction that doesn't change any figure you'd act on.
Two consequences worth knowing:
- Trials still running are never affected. If the trial end date is in the future, the customer stays in Active trial.
- Paying later still counts. If someone marked Ended, no purchase comes back and pays, they move to Converted as soon as that payment is imported.
How long converted customers stay
This report stops at the moment of conversion. To see how long trial-originated customers stay after they start paying, use either of these — both accept the Trial started filter, so you can scope them to customers who came from a trial:
- Cancellation timing — how many days after they started paying customers cancel, with cumulative day-0/7/30/90/180/365 thresholds.
- Cohorts — customer and MRR retention by month since conversion.
Set the Trial started filter to has any value to restrict either report to trial-originated customers.
Reading the chart
The chart stacks the four outcomes so the full bar height is the number of trials started in that period. Colours are fixed by meaning: green for converted, amber for still-open, red for actively cancelled, grey for lapsed. An outcome with no customers in the whole range is left out of the legend.
Detail tables
Every count in the table is clickable and opens the list of customers behind it, showing when each one started their trial, when they paid, and their current status. Clicking "Ended, no purchase" for a given month gives you exactly the customers in that bucket.
Filters
The report supports the standard filters that apply before a customer converts — country, currency, segment, data source, custom variables, and the date filters for lead created, trial started, and trial end date.
Filters that come from a subscription — plan, billing frequency, payment method, pricing model — aren't available here, because a trial that never converted never had them.
Related
- Trials — trial volume and conversion rate over time
- Trial Length — average days from trial to paid
- Leads — the stage before a trial
