Conversion Rate = (Number of Users Who Completed Action / Total Users Who Could Have Completed It) x 100. Install-to-Trial: 22,000 / 100,000 = 22%. Trial-to-Paid: 8,800 / 22,000 = 40%. Install-to-Paid: 8,800 / 100,000 = 8.8%.
Benchmarks vary by funnel step: install-to-trial rates of 15-30% are solid, trial-to-paid rates of 40-60% are strong, and overall install-to-paid rates of 3-10% are typical. Top-performing apps in health, fitness, and productivity often exceed these. Focus on improving your own rates rather than chasing universal benchmarks.
Optimize for paid conversions (or ideally, retained paid subscribers). A high trial start rate with low trial-to-paid conversion might mean you are attracting freebie-seekers. The most valuable metric is install-to-paid conversion, or even better, install-to-retained-subscriber at the second billing cycle.
Map your full funnel: install > onboarding complete > paywall view > trial start > trial engagement > paid conversion > renewal. Calculate the conversion rate between each step. The step with the biggest drop-off is where you should focus first. Tools like Botsi provide ready-made funnel visualization for subscription apps.
The act of ending a subscription, either by the user or automatically due to billing failure. Understanding cancellation timing and reasons is key for designing retention strategies, deflection flows, and win-back campaigns.
A short feedback form presented during the cancellation process to understand why a user is choosing to leave. These insights inform product improvements, pricing strategy, and targeted win-back efforts.
The percentage of subscribers who cancel or do not renew their subscription over a given time period. Churn can be voluntary or involuntary and is a core metric for measuring retention health and forecasting revenue growth.
The ratio of users who click on a specific call-to-action (e.g., email link, push notification, paywall button) versus those who viewed it. CTR is a key engagement metric for evaluating creative performance and funnel effectiveness. Click-through-rate originated in the email and banner ad world, where everything was on a desktop. With mobile, some companies now call this same metric tap-through-rate since people are tapping on their phone vs clicking on desktop, but at the end of the day it's really the same type of measurement.
A method of analyzing user behavior by grouping users based on shared characteristics — most often the date they first installed or subscribed. This allows teams to compare retention, LTV, and monetization trends across cohorts over time.
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