Calculator Inputs
Use this single-page calculator to estimate conversion efficiency, service cost, revenue quality, retention strength, and target improvement opportunity.
Example Data Table
| Scenario | Trials | Paid | Monthly Price | Months | Retention | Marketing | Sales | Refund | Upsell | Target Rate |
|---|---|---|---|---|---|---|---|---|---|---|
| Baseline SaaS Campaign | 250 | 42 | $39 | 6 | 72% | $4,500 | $1,200 | 4% | 18% | 25% |
| Higher Intent Cohort | 180 | 41 | $49 | 6 | 80% | $3,200 | $950 | 2% | 24% | 28% |
Formula Used
Trial to Paid Rate = Paid Conversions ÷ Total Trial Signups × 100
Gross Subscription Revenue = Paid Conversions × Monthly Price × Months Observed
Upsell Revenue = Paid Conversions × Upsell Rate × Average Upsell Value
Refund Loss = Gross Subscription Revenue × Refund Rate
Total Spend = Marketing Spend + Sales Spend + Total Trial Signups × (Onboarding Cost + Support Cost)
Net Revenue = Gross Subscription Revenue + Upsell Revenue − Refund Loss
Net Profit = Net Revenue − Total Spend
Customer Acquisition Cost = Total Spend ÷ Paid Conversions
ROI = Net Profit ÷ Total Spend × 100
Estimated Revenue Lift = Additional Paid Needed × Average Net Value per Paid Customer
How to Use This Calculator
- Enter total trial signups and the number that became paying customers.
- Add pricing, observed months, and end-period retention to reflect revenue quality.
- Include marketing, sales, onboarding, and support costs for a fuller profit view.
- Add refund and upsell assumptions to model revenue leakage and expansion.
- Set a target conversion rate, then submit to see the gap and estimated upside.
Frequently Asked Questions
1. What does trial to paid conversion mean?
It measures how many trial users become paying customers. This ratio helps sales and growth teams judge onboarding strength, pricing fit, and lead quality.
2. Why does this calculator ask for retention?
A strong initial conversion can still underperform if customers cancel quickly. Retention helps show whether acquired customers keep contributing revenue after the first payment.
3. Why include onboarding and support costs?
Some trials require human time, demos, setup, or success support. Including those costs gives a more realistic view of acquisition efficiency and profitability.
4. What does customer acquisition cost show here?
It shows how much total spend was needed for each paying customer. Lower CAC usually means a more efficient funnel, provided retention and revenue remain healthy.
5. How is upsell revenue used in the results?
The calculator estimates extra revenue generated when a share of converted customers buys a higher plan, add-on, or expansion product after converting.
6. Can I use this for yearly contracts?
Yes. Enter the average monthly value if you want monthly comparisons, or translate yearly value into a monthly equivalent before calculating.
7. What does estimated revenue lift at target mean?
It estimates additional net revenue if your actual conversion rate improved to the target rate, using current average net value per paid customer.
8. Should I compare channels with this calculator?
Yes. Run the calculator separately for each channel, cohort, or campaign. That makes weak conversion sources easier to spot and improve.