Trials and Signup Declines
Measure the top of your funnel — trial starts, conversion outcomes, and status mix, plus the decline-reason analysis that shows why initial payments fail.
Two reports watch the front door: Trials tracks whether free trials become paying subscribers, and Signup Declines explains why first payments fail before anyone even becomes a customer.
Trials#
"Trial starts, conversion performance, and status mix over time."
The report opens with a Trial starts comparison against the previous period, then the outcomes:
| Stat | Meaning |
|---|---|
| Conversion rate | The share of trials that became paying subscriptions. |
| Active trials | Trials still running. |
| Converted | Trials that became customers. |
| Canceled | Trials cancelled before converting. |
| Expired | Trials that lapsed without a decision. |
| Pending | Trials awaiting their outcome. |
The Trial status mix stacked bar shows the composition per period, while Trial conversion rate and Trial outcomes chart the trend of Started, Converted, Canceled, and Expired over time.
A pile-up in Expired usually means trialists forgot you exist. A reminder a few days before trial end — see WhatsApp broadcasts — is the cheapest conversion lift there is.
Signup Declines#
"Decline rate and decline reason analysis for initial payment attempts."
When a brand-new customer's first payment fails, you lose them at the moment of maximum intent. This report measures how often and why:
- Decline rate, Total declined, and Total attempted stats.
- A decline trend over time.
- The Decline reasons breakdown and its Reason breakdown table — each reason with its count and percentage of the total.
The reasons are the actionable part: a wall of insufficient funds is a customer-side pattern, while do not honour or gateway-configuration reasons point at something you can fix on your side — starting with your payment-gateway setup in Settings → Payment Gateways.