The Expired (churned) trials chart displays the number of trials that have expired, leaving users without access to the app’s premium features. In most cases, this occurs when users decide not to pay for the app or experience billing issues.

Calculation

The expired trials metric counts trials that ended during the period — the user lost access to premium features. This includes both users who chose not to convert and those whose conversion failed due to a billing issue.

Group by Expiration reason to separate voluntary churn from billing-driven churn.

Available filters and grouping

• ✅ Filter by: Attribution, Audience, Country, Paywall, A/B tests, Placement, Segment, Store, Product, and Duration.
• ✅ Group by: Expiration reason, Product, Country, Store, Paywall, Audience, Placement, Duration, Segment, and Attribution.

Similar metrics

For a side-by-side comparison of these metrics, see the Metric comparison table.

• New trials
• Active trials
• Trials renewal canceled