新增试用

Install → New Trial → New Subscription → Renewal

Why Are New Trials Important for Subscription Apps?

New Trials reveal whether an acquisition campaign is bringing users far enough into the product to consider paying. Consider two campaigns, each generating 10,000 installs:

• Campaign A: 10,000 installs → 2,000 new trials
• Campaign B: 10,000 installs → 800 new trials

Campaign A produces far more trial starts from the same install volume. This may indicate stronger audience fit, creative-to-product alignment, onboarding, or paywall performance.

Later results might show:

• Campaign A: 2,000 trials → 300 paid subscriptions
• Campaign B: 800 trials → 400 paid subscriptions

Although Campaign A generates more trials, Campaign B converts more users into paying subscribers. This demonstrates why trial volume always needs conversion context.

New Trials vs. New Subscriptions

New Trials measure when a trial starts. New Subscriptions measure when a user becomes a first-time paying customer under a subscription plan.

A user can start a trial, use premium features, and cancel before the payment period begins. That user counts as a New Trial. If they continue into the payment period and are charged, they count as a New Subscription. Some users may also subscribe immediately without a trial, depending on product configuration.

Keeping the two metrics separate prevents marketers from confusing interest with paid conversion.

What Is Trial Conversion Rate?

Trial conversion rate measures the percentage of trial users who become paying subscribers.

公式：

Trial Conversion Rate = (Paid Conversions From Trial ÷ Eligible Trial Starts) × 100

Example: 1,000 users start a trial and 350 become paying subscribers.

350 ÷ 1,000 × 100 = 35% trial conversion rate

The exact calculation can vary depending on whether the business uses trial starts, completed trials, or another denominator. Consistency matters more than the precise definition. Trial conversion rate is generally more informative than trial volume alone because it shows whether trial users are progressing into revenue-generating relationships.

New Trials and Acquisition Quality

A large number of trials can be positive but also misleading. Some creatives or campaigns are highly effective at promoting a free offer and attract users with low intent to remain subscribed.

例如

• Creative A: 1,500 trials → 150 paid subscribers (10% trial-to-paid conversion)
• Creative B: 800 trials → 320 paid subscribers (40% trial-to-paid conversion)

Although Creative A attracts almost twice as many trials, Creative B produces more than twice as many paying subscribers. When campaigns are optimized solely for trial starts, budget can shift toward weaker long-term acquisition sources.

How Can an MMP Measure New Trials by Campaign?

An MMP’s main role is connecting acquisition data to the rest of the subscription lifecycle. Instead of seeing only total trial starts, marketers can compare trial performance by dimensions such as:

• 平台
• Campaign （广告计划）
• Creative（素材）
• Country（国家）
• 平台
• Product ID
• 获客批次

This helps answer questions such as:

• Which campaign generates the most trials per install?
• Which network generates trial users who later subscribe?
• Which creatives attract high-volume but low-quality trial users?
• Which subscription products receive the strongest trial uptake?
• Which acquisition cohorts generate the most long-term revenue after trial?

The goal is not to maximize trials at any cost, but to understand which trial starts lead to valuable subscribers.

New Trials and Subscription Revenue Attribution

Trial starts do not generate subscription revenue on their own when the trial is free. Their value is indirect: they create an opportunity for later paid conversion. Attribution is therefore essential.

Connect the full path:

Campaign → Trial → New Subscription → Renewal Revenue

例如

• Campaign A: 1,000 New Trials → 300 New Subscriptions → $9,000 New Subscription Revenue + $6,000 Renewal Revenue
• Campaign B: 700 New Trials → 280 New Subscriptions → $8,400 New Subscription Revenue + $12,000 Renewal Revenue

Campaign A generates more trials. Campaign B ultimately generates more total subscription revenue because its subscribers renew more often. New Trials mark the beginning of a revenue journey, not the end.

How Do Trial Length and Product Type Affect New Trials?

Not all trials are comparable. A three-day trial and a 30-day trial create different opportunities for users to experience the product and different timelines for paid conversion. An annual-plan trial may also behave differently from a monthly-plan trial.

Useful segmentation includes:

• Product ID
• Trial length
• Monthly vs. annual plan
• Introductory offer
• Country（国家）
• 平台

This helps explain why one campaign or product appears to have higher trial volume or stronger conversion.

Why Cohort Maturity Matters for Trial Analysis

Trial cohorts need enough time to complete their trial and reach a paid outcome. A seven-day-old cohort cannot be fairly compared with a 30-day-old cohort if the product uses a 14-day trial—the younger cohort has not had enough time to convert. Fair comparisons evaluate cohorts at equivalent lifecycle points.

Example timeline:

• Trial start: Day 1
• Trial-to-paid conversion: Day 14
• New subscription revenue: Day 30
• Renewal revenue: Day 60 or later

Matching cohort maturity separates real campaign quality from differences in observation time.

How Tenjin Supports Trial Measurement

Tenjin的 iOS Subscription Revenue Report includes New Trials alongside subscription, renewal, cancellation, and revenue metrics. These can be broken down by campaign, ad network, country, Product ID, and other supported dimensions. RevenueCat and Adapty integrations are also supported for teams using those platforms to manage subscription events. This lets marketers connect early lifecycle events such as trials with later paid outcomes and acquisition data, so they can identify which campaigns generate trials that turn into valuable subscribers.

Best Practices for Measuring New Trials

• Do not optimize on trial volume alone.
  Follow trial users through paid conversion, renewal, and revenue.
• Use trial conversion rate.
  The percentage of trial users who become paying subscribers reveals trial quality.
• Compare similar trial products.
  Trial duration and plan type can materially affect conversion.
• Connect trials with acquisition sources.
  Campaign-level trial quality is more actionable than a blended total.
• Match cohort maturity.
  Give trial cohorts enough time to reach the paid conversion point before comparing them.
• Measure subscriber value after trial.
  Two campaigns with the same trial conversion can still produce very different renewal revenue and LTV.

相关术语

• Lifetime Value
• Recurring Revenue
• 预测性LTV
• All Subscriptions Revenue
• Recurring Revenue
• 新增订阅收入
• 续费
• Subscriber Lifetime Value
• Subscription Revenue Attribution
• Install 安装

常见问题解答

What are New Trials?

New Trials are trial periods initiated during a selected reporting period. In Tenjin, the metric counts new subscription trials started within that period.

Is a New Trial the same as a New Subscription?

No. A trial begins before paid conversion, while a New Subscription represents a first-time paid subscription.

How do you calculate trial conversion rate?

Divide the number of trial users who become paying subscribers by the relevant number of trial starts, then multiply by 100.

Why should mobile marketers measure New Trials by campaign?

Campaign-level measurement shows which acquisition sources generate trial users who later convert, renew, and create revenue.

Can a campaign with fewer trials perform better?

Yes. A campaign with fewer trials can be more valuable if those users convert to paid subscriptions at a higher rate and generate stronger renewal revenue or LTV.

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