Subscriber Funnel

Calculate conversion rates and drop-off through a three-stage subscriber funnel.

Description

A subscriber funnel compares a common prospect cohort through trial and paid stages.

A subscriber funnel compares a common prospect cohort through trial and paid stages. Stage counts must decrease or stay equal for these conversion shares to be meaningful.^[1]

Calculate conversion rates and drop-off through a three-stage subscriber funnel.

When to use Subscriber Funnel

Use this tool to calculate conversion rates and drop-off through a three-stage subscriber funnel.

Prepare the measurements or record lists for the intended production, performer, cohort or planning period. Confirm units, shared time/coordinate conventions and supplied targets.

How to use Subscriber Funnel and understand its results

Prepare the measurements or record lists for the intended production, performer, cohort or planning period. Confirm units, shared time/coordinate conventions and supplied targets.
Enter prospects, trialSubscribers, paidSubscribers using the field table and calculation rules, then run the tool.
Read prospectToTrialPercent, trialToPaidPercent, overallConversionPercent, prospectDropoff, trialDropoff. The explanation below defines the units, signs, ordering and any flags or placeholder values.
If the tool reports an input issue, correct the values and run it again. Apply the stated assumptions when interpreting a successfully returned result.

Input field	Meaning	Value type; see rules below	Requirement
prospects	Prospects	integer; minimum: 0	Required
trialSubscribers	Trial subscribers	integer; minimum: 0	Required
paidSubscribers	Paid subscribers	integer; minimum: 0	Required

Enter nonnegative integer counts satisfying prospects≥trial≥paid. Calculate both stage conversions, overall conversion and count drop-offs. When a denominator is zero, its conversion output is zero as a finite reporting convention.

prospectToTrial%=100 trial/prospects; trialToPaid%=100 paid/trial; overall%=100 paid/prospects

Units, indexing, boundary conditions and exceptional cases are defined in the calculation rules above.

Output field	Meaning	Value type
prospectToTrialPercent	Prospect-to-trial conversion	number; minimum: 0
trialToPaidPercent	Trial-to-paid conversion	number; minimum: 0
overallConversionPercent	Overall conversion	number; minimum: 0
prospectDropoff	Prospect drop-off	integer; minimum: 0
trialDropoff	Trial drop-off	integer; minimum: 0

json

{
  "input": {
    "prospects": 1000,
    "trialSubscribers": 200,
    "paidSubscribers": 80
  },
  "output": {
    "prospectToTrialPercent": 20,
    "trialToPaidPercent": 40,
    "overallConversionPercent": 8,
    "prospectDropoff": 800,
    "trialDropoff": 120
  }
}

Limitations and assumptions

The zero convention is not an estimated rate from observed exposure. Cohort identity, renewals, time windows and marketing attribution are not verified, and no revenue forecast is made.

Numeric inputs must be finite. Follow the calculation-specific rules for overflow, underflow and exceptional cases. Missing required fields, extra fields, wrong value types and violations of the calculation rules are input errors.

Alternative or Complementary methods

Use Weekly Recoupment: Calculate weekly recoupment and a simple remaining-capital horizon. For a complementary task, use Understudy Cover Matrix: Compare caller-supplied expected and observed records for understudy cover matrix.

References

Subscriber Funnel — tool.io

Similar or alternative tools

Weekly Recoupment
Calculate weekly recoupment and a simple remaining-capital horizon.
Understudy Cover Matrix
Compare caller-supplied expected and observed records for understudy cover matrix.