Configuring trial tracking
To enable trial tracking, navigate to the Subscription Tracking section in Account Settings and click on Trials.
Step 1 - select how trials are tracked
The first question asks you to select how trials are identified in your data. There are 3 options:
- All new customers are in a trial by default - if your product is entirely self-service, and all customers always start in a trial, then you can choose to place all new customers in a trial by default. If you believe this option is best for you, please read below for some important notes.
- via a customer trait - Select this option if a customer's trial status is attached to customers as a trait when tracked with your analytics service - e.g. each customer has an
inTrialtrait in Segment/Mixpanel.
- via an event - Select this option if you send an event when customers start a trial - e.g. your analytics service sends a
Trial startedevent for all new trials.
Step 2 - select data that identifies trials
Depending on your choice in Step 1, you'll need to select the trait or event for your trial data here:
- via a customer trait - Select the trait that identifies if a customer is in a trial - e.g. the
- via an event - Select the event sent whenever a trial starts - e.g. the
Trial startedevent. If you are using this option, you can also configure an additional filter for your selected event that must be satisfied to flag a customer as a trial.
Step 3 - track the trial's end date (optional)
If at all possible, we recommend tracking trial end dates. This way, we can automatically flag Unconverted trials, giving you a clearer sense of the set of the active trials that still have access to your product. So here, you'll want to identify the event property or trait that tracks the end of a customer's trial (if available).
Step 4 - configure a 'grace period' for ended trials
If you configure trial end dates, you may want to give the customer a few extra days before flagging them as an Unconverted trial. It's usually a good idea to have a value of at least a few days here, as Vitally will stop tracking trials once they are marked as Unconverted.
Important points for default trial periods
If you decide to put all new customers in a trial by default, there are a few important details to consider:
- Your change will not apply to any customers already tracked in Vitally. We will only put new customers in a trial after you have configured this option - existing customers will not be affected.
- You should only use this setting if you have also setup revenue tracking. Otherwise, your customers will always be considered trials since you have not configured a way to identify your paying customers.
- Depending on your revenue configuration, actual paying customers may be misclassified as trials for a brief period of time. For example, if you are using an event-based revenue configuration, then paying customers will likely be labeled as trials until we receive the customer's first revenue event. However, your data should normalize over time as we receive your revenue events.
- Once the trial period is over, the customer will have moved to 1 of 2 stages:
- Paying/subscribed - Occurs if the customer resulted in some MRR (based on your revenue configuration).
- Unconverted trial - Occurs if the customer does not have an MRR value at the end of the default trial period.