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Trial-to-Paid Conversion Calculator

Model your acquisition funnel end to end: turn traffic into trials into paying customers, then see the new MRR, blended CAC and CAC payback that funnel produces. The cascade most funnel tools skip.

Your funnel

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New paying customers / mo
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Trials / mo
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New MRR / mo
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Blended CAC
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CAC payback
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Visitor → paid
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How the funnel math works

Each stage multiplies the last: visitors × visitor→trial % = trials, trials × trial→paid % = new paying customers. Multiply paying customers by ARPA for new MRR. Divide your monthly acquisition spend by new customers for blended CAC, and divide CAC by monthly gross profit (ARPA × gross margin) for the CAC payback period. The median B2B SaaS payback was 16 months in 2025 and the top quartile 10 months (Benchmarkit 2026). A healthy funnel isn't just one that converts; it's one that produces customers who pay back their acquisition cost quickly.

Trial-to-paid rates vary a lot by trial type: opt-in (no credit card) trials convert around 9% on average, while credit-card-required trials convert around 31% (ChartMogul 2026). Model your own channels separately, a blended average hides which ones actually pay back.

Worked example: 10,000 visitors a month

A site with 10,000 monthly visitors, a 5% sign-up rate and a 20% trial-to-paid rate wins 100 customers a month.

Default inputs of the calculator above. Change any input to run your own numbers.
ItemValue
Monthly visitors10,000
Visitor to trial rate5%
Trial to paid rate20%
ARPA$100
Gross margin80%
Monthly acquisition spend$20,000
Trials per month (10,000 × 5%)500
Visitor to paid (5% × 20%)1.00%
New MRR (100 × $100)$10,000
Blended CAC ($20,000 ÷ 100)$200
CAC payback ($200 ÷ $80 gross profit)2.5 months
New paying customers per month (500 × 20%)100

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Frequently asked questions

How do you calculate trial-to-paid conversion rate?
Divide the trials that became paying customers by all trials that ended in the period, then multiply by 100. 100 paying customers from 500 trials is a 20% trial-to-paid rate. Count trials by the month they end, not the month they start, or a growing funnel looks worse than it is.
What is a good trial-to-paid conversion rate for SaaS?
It depends on the trial type. ChartMogul (2026) puts opt-in trials, with no credit card, at around 9% on average and credit-card-required trials at around 31%. Compare yourself with the right type; more in free-trial conversion rate.
What is the difference between visitor-to-trial and trial-to-paid?
Visitor-to-trial measures how well your site turns traffic into sign-ups; trial-to-paid measures how well the product turns sign-ups into customers. Multiply them for visitor-to-paid: 5% × 20% = 1.00% with the defaults above.
How does trial conversion affect CAC?
Blended CAC = acquisition spend ÷ new customers, so every point of trial-to-paid lowers it. With the defaults, lifting trial-to-paid from 20% to 25% turns 500 trials into 125 customers, cuts CAC from $200 to $160 and payback from 2.5 to 2.0 months.
How do I model a SaaS funnel?
Multiply each stage by the next: visitors × visitor-to-trial = trials, trials × trial-to-paid = customers, customers × ARPA = new MRR. Then divide spend by customers for CAC and CAC by monthly gross profit for payback. The SaaS growth funnel guide covers each stage.

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Cite this page

Citation

Adlega. "Trial-to-Paid Conversion Calculator: SaaS Funnel." Updated October 22, 2026. https://adlega.com/blog/tools/trial-to-paying/

Link for your article

<a href="https://adlega.com/blog/tools/trial-to-paying/">Trial-to-Paid Conversion Calculator: SaaS Funnel</a> (Adlega, updated October 22, 2026)

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