Subscription Service Trial Conversions

This dataset provides detailed tracking of user trial experiences and conversion outcomes across digital subscription services, including onboarding completion, engagement metrics, retention status, and marketing attribution. It enables granular analysis of conversion rates, the effectiveness of onboarding, and the impact of marketing channels, supporting data-driven improvements to user acquisition and retention strategies.

  • last updated 21 Aug 2025
  • by GoMask
The brief that made it

Analyzing conversion rates post-trial to optimize onboarding and retention strategies

Sample rows

preview · 8 of 200 rows · all 14 columns
user_idstringsubscription_planstringengagement_score_trialfloatconvertedbooleancountrystringservice_idstringtrial_start_datedatetrial_end_datedateconversion_datedateonboarding_completedbooleanretention_status_30dstringtrial_typestringtrial_duration_daysintegermarketing_channelstring
USR0001PREMIUM92.6trueUSASVC_A2023-11-052023-11-192023-11-22trueactivefree14email
USR0002ENTERPRISE85.7trueSingaporeSVC_B2023-12-012023-12-312024-01-04trueactivefree30referral
USR0003blank5.2falseIndiaSVC_C2024-01-152024-01-22blankfalseunknowndiscounted7search
USR0004blank10.1falseRussiaSVC_E2024-02-012024-02-30blankfalsecancelledlimited-feature29social
USR0005STANDARD48.3trueMexicoSVC_B2024-03-012024-03-152024-03-18truepauseddiscounted14direct
USR0006BASIC63.4trueBrazilSVC_D2024-03-152024-03-212024-03-23trueactivefree6email
USR0007EXTREME95.1trueNigeriaSVC_F2024-04-012024-04-022024-04-05falsepausedother1referral
USR0008blank0falseChileSVC_E2024-05-102024-05-15blankfalseunknowndiscounted5social

What the 200 rows show

from the 200-row sample

STANDARD (subscription plan) stands out: mean engagement_score_trial is 53.1, against 85.1 for the rest.

  • 60%converted = true
  • 53.3median engagement_score_trial
  • 4retention status 30ds
  • 4trial types
  • 6services
  • 6marketing channels
Mean engagement_score_trial by subscription_plan119 rows
05010091.1PREMIUM48 rows91.5ENTERP…22 rows53.1STANDA…20 rows56.7BASIC19 rows96.2EXTREME10 rows
engagement_score_trial200 rows, in bands of 10
035706615011314903052converted from 3003050100engagement_score_trial →

Every row with engagement_score_trial of 30 or more has converted = true. None below it.

country200 rows · top 10 of 18 values
  1. USA24
  2. India19
  3. South Africa17
  4. Chile16
  5. Russia13
  6. Mexico13
  7. Singapore12
  8. Nigeria12
  9. France11
  10. Japan11
14 columns by typefrom the column list below
  • string 7
  • integer 1
  • float 1
  • date 3
  • boolean 2

Columns

14 columns in four groups
blueprint · 14 columns
columntypedescriptionexample
Text 7 columns
user_idstringUnique identifier for each user in the subscription service.uniqueUSR0001
service_idstringUnique identifier for the digital subscription service.6 servicesSVC_A
subscription_planstringName or code of the subscription plan selected by the user upon conversion.5 plans · optionalPREMIUM
retention_status_30dstringUser's retention status 30 days after conversion (e.g., 'active', 'cancelled', 'paused').active · cancelled · paused · unknown · optionalactive
countrystringCountry of the user, based on registration or billing information.optionalUSA
trial_typestringType of trial offered (e.g., 'free', 'discounted', 'limited-feature').free · discounted · limited-feature · other · optionalfree
marketing_channelstringPrimary marketing channel that led the user to start the trial (e.g., 'email', 'social', 'referral').6 values · optionalemail
Numbers 2 columns
trial_duration_daysintegerNumber of days in the user's trial period.1 or more14
engagement_score_trialfloatNumeric score representing user's engagement during the trial period.0 or more · optional92.6
Dates and times 3 columns
trial_start_datedateDate when the user's trial period began.2023-11-05
trial_end_datedateDate when the user's trial period ended.2023-11-19
conversion_datedateDate when the user converted to a paid subscription. Null if not converted.optional2023-11-22
True or false 2 columns
convertedbooleanIndicates whether the user converted to a paid subscription after the trial.true
onboarding_completedbooleanIndicates if the user completed the onboarding process during the trial.true

Use it for

  • converted60%119 of 200 rowsmean engagement score…91.1PREM…91.5ENTE…53.1STAN…56.7BASIC

    A technology dashboard

    The converted rate, engagement_score_trial by subscription_plan and a breakdown of country. Excel, Power BI or Tableau.

  • Why do the 20 STANDARD rows have a mean engagement_score_trial of 53.1?

    A root-cause class exercise

    Hand out the rows and one question. The answer is in the data, not in the brief.

  • A software demo

    Believable users with service_id, trial_start_date and trial_end_date to fill a screen in front of a buyer.

Not quite right?

Make it yours.

Same 14 columns, your size and your rules. See 20 rows before you pay.

Preview 20 rows free

1,000 rows: $1.99 · 10,000: $12.99One-time. No subscription. All prices

This dataset200 rows14 columns
Yours1,000 rows14 columnscountry: UK only

blueprint · subscription-service-trial-conversions

Behind this dataset

Same schema. As many rows as you need.

These 200 rows came out of a blueprint — 14 columns with generation rules behind each one. Open it in Data Factory to retune a column, add your own, wire in foreign keys, and run it at the size you actually need.

Rules it was built with
  • Include only new users
  • Track trial start and end
  • Flag conversion status
  • Exclude duplicate accounts
Rows
Open the blueprint in Data Factory

1 credit per row. Preview 20 rows free. Buy rows for the full run.

Exports
CSV, JSON, JSONL, Parquet, SQL, Excel, TSV, XML
Licence
yours to use, including commercially
API slug
subscription-service-trial-conversions

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