Free to Paid Conversion

Documentation Index

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The Free to Paid Conversion Dashboard helps product teams monitor how users move from sign-up to paid conversion. It provides ready-made reports to track new sign-ups, conversion rate, time to convert, and the journey users take before and after upgrading.

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Description

The Free to Paid Conversion Dashboard provides product-level insights into how effectively your product converts new users into paying customers. It helps you understand:

1. How many users signed up during a selected period
2. How many sign-ups converted into paying customers
3. How long it takes users to convert
4. Which steps users take before upgrading
5. What users do after becoming paying customers

This dashboard is useful for tracking product-led growth performance, identifying conversion drop-offs, and understanding the behaviors that lead users toward paid conversion. The dashboard also supports global filters, comparison periods, editable dashboard details, and the ability to add custom reports when the predefined reports do not fully cover your analysis needs.

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Create a Free to Paid Conversion dashboard

To create a Free to Paid Conversion Dashboard:

1. Go to Dashboards
2. Select Free to Paid conversion from the dashboard templates
3. Complete the setup details in the pop-up
4. Click Create

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Dashboard setup fields

1. Dashboard name Enter the name of your dashboard. This name is displayed as the dashboard title after creation. You can edit the title later from the dashboard page.
2. Sign-up event Select the event that represents the moment someone becomes a user but is not yet a paying customer. This event is used as the starting point for conversion analysis.
3. Paid conversion event Select the event that represents the moment a user becomes a paying customer. This event is used as the conversion goal for the dashboard.

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Report groups and report purposes

The Free to Paid Conversion Dashboard is organized into two main report groups:

1. New sign-ups
2. Upgrade journey

These reports help you move from high-level conversion performance to deeper behavioral analysis.

1. New sign-ups

The New sign-ups section helps you understand how many users entered the funnel, how many converted, and how long conversion takes.

• New sign-ups

Shows the total count of new users acquired during the selected period. Use this report to understand the volume of new users entering the free-to-paid conversion funnel.

• New sign-up to paid conversion

Shows the percentage of customers who converted from the sign-up event to the paid conversion event. Use this report to quickly measure how effectively new sign-ups are becoming paying customers.

• New sign-up to paid conversion rate

Shows the conversion rate trend from sign-up to paid conversion over time. Use this report to identify whether conversion performance is improving, declining, or staying stable across the selected period.

• New sign-up to paid conversion time

Shows the average time it takes for sign-ups to become paying customers. Use this report to understand how long users typically need before upgrading.

• New sign-up to paid conversion time trend

Shows how the average conversion time changes over time. Use this report to identify whether users are converting faster or slower compared to previous periods.

2. Upgrade journey

The Upgrade journey section helps you understand what users do before and after becoming paying customers.

• Conversion of sign-up to paid

Shows the funnel from the sign-up event to the paid conversion event. The report displays how many users move from sign-up to paid conversion, including the conversion rate and average time to convert. Use this report to identify drop-off between becoming a user and becoming a paying customer.

• New customers

Shows the number of users who converted into paying customers. Use this report to measure paid customer growth during the selected period.

• Drop-offs before upgrading

Shows the steps users took before the paid conversion event. This report uses the paid conversion event as the anchor, then looks backward at the last few feature events users completed before upgrading. Use this report to understand:

• Which behaviors commonly happen before upgrade
• Where users may be dropping off before converting
• Which product actions may influence paid conversion
• Which parts of the journey need better guidance or onboarding
• Post-upgrade behavior

Shows the steps users take after becoming paying customers. This report uses the paid conversion event as the anchor, then looks forward at the next few feature events users complete after upgrading. Use this report to understand:

• What users do immediately after upgrading
• Whether users start using paid features
• Whether users need additional onboarding after purchase
• Which post-upgrade actions may indicate early paid customer success

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Report card behavior

Each report card is designed to support quick exploration and deeper analysis. The report title is clickable and opens the detailed report view. Users can also reorder reports using drag and drop, allowing them to personalize the dashboard based on their workflow and priorities. For Trend, Funnel, and Retention reports, a table view icon is available. When clicked, it shows a breakdown table for the selected events. Each report action menu includes:

• Download as PNG
• Edit
• Refresh
• Duplicate
• Remove report

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Dashboard actions

Within the header, you can:

• Add content: You can add an existing report to the dashboard or create a new report and add it directly.
• Share: Use the three dots in the top-right corner to share the dashboard via email with teammates.
• Refresh: Click the refresh icon in the top-right corner to update the dashboard data (available every 10 minutes).
• Action menu: Duplicate and delete.

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Dashboard filters

• Add filters: Narrow the dashboard data to focus on a specific group of users by applying user properties, company properties, or segments.
• Time period: Select a specific time range for the data displayed in the dashboard.
• Platform (Mobile only): If Mobile is enabled in your account, choose to display data from all platforms, web only, or mobile only.