Active Trials

Active Trials is a non-cohort chart representing the total count of active free trial subscriptions at specific points in time within the selected date range.

Use it to see the live volume of users actively engaged in trials — a leading indicator of upcoming trial-to-paid conversion potential.

Find Active Trials under Analytics → Reports → Subscriptions in the sidebar.

Definition

A free trial is considered active for its full configured trial period — from activation through to the predefined trial-expiration moment.

If a trial is canceled but still within its paid (trial) period, it's still counted as active.

How trials appear in the chart

The chart data updates in near real-time.

New free trials appear shortly after activation.
When a trial converts to a paid subscription (auto-renew on, no billing issues, successful conversion), it leaves Active Trials at the moment the trial period ends and moves to Active Paid Subscriptions.
When a trial expires (user-cancelled or billing-issue-cancelled), it leaves Active Trials.

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Active until trial period fully finishes
A trial is counted in this chart until the trial period ends, even if the customer has already been charged for the next paid period.

For the current day, the chart reflects live state. For historical periods, it reflects each trial's state at the end of the bucket. Example with a 3-day trial:

View by Day — counted for 3 days starting from activation.
View by Week / View by Month — counted as active only if still in trial at the end of the bucket.

Supported filters and segments

Active Trials supports all standard segments and filters documented in Reports → Filters and segments, plus one chart-specific segment:

Autorenew — split by Renewal Enabled / Renewal Disabled. Available from August 10, 2024; for earlier periods all trials are classified as Renewal Enabled.

Filter-only (not available as Segment by):

Permission group — segment support is planned, currently filter only.
Screen
Experiment variations

FAQ

Why does my Active Trials count drop sharply each day?

Because trials expire on fixed schedules — a 3-day trial cohort started 3 days ago all rolls off today. Sharp drops mirror the trial duration of your products.

A user canceled their trial. Are they still in Active Trials?

Yes — until the actual trial period ends. Canceling auto-renew doesn't end the trial; it just stops the conversion at trial end.

When does a converted trial leave this chart?

At the end of the trial period, regardless of when the actual conversion charge happened. So a user charged a day before trial end stays in Active Trials for that final day and moves to Active Paid Subscriptions only when the trial window closes.

Does Active Trials include intro-offer or promo-offer paid trials?

No. Those are paid-offer subscriptions and live on Active Paid Subscriptions. This chart is for free trials only.