Percent of Accounts Completing All Key Trial Actions¶

Definition¶

Percent of Accounts Completing All Key Trial Actions measures the share of trial accounts that complete all pre-identified actions during the trial. It helps evaluate readiness to convert and alignment with the product’s core value during the trial window.

Description¶

Percent of Accounts Completing All Key Trial Actions is a strong signal of trial performance and conversion readiness, reflecting whether accounts are fully exploring your product’s core value during the trial period.

The relevance and interpretation of this metric shift depending on the model or product:

In B2B SaaS, it includes steps like dashboard creation, inviting users, and generating reports
In eCommerce trials, it may mean browsing categories, saving favorites, or simulating a checkout
In freemium models, it surfaces intent to upgrade and product-market resonance

A high completion rate indicates that your trial experience is well-designed, intuitive, and aligned to user needs. A low rate suggests your trial may be too shallow, overwhelming, or missing key guidance moments. Segmenting by persona, ICP fit, or use case allows you to optimize trial paths, offer tailored enablement, and find where intent drops off.

Percent of Accounts Completing All Key Trial Actions informs:

Strategic decisions, like trial design updates, messaging improvements, and pricing alignment
Tactical actions, such as triggering nurture sequences or sales alerts when final steps are hit
Operational improvements, including better in-product education or time-bound trial prompts
Cross-functional alignment, by syncing growth, product, and sales around what conversion-ready behavior actually looks like

Key Drivers¶

These are the main factors that directly impact the metric. Understanding these lets you know what levers you can pull to improve the outcome

Trial Length and Structure: Trials that are too short, unstructured, or open-ended reduce the likelihood of full feature exploration. A guided trial flow increases the chances of task completion.
Internal Champion Engagement: Without an advocate driving adoption inside the account, trial momentum stalls. Champions need support to motivate their teams to complete the right actions.
Friction in Cross-User Collaboration: If trial actions require multiple roles (e.g., admin + contributor), missing users can block progress. Simplifying collaboration or prompting invites can unblock flow.

Improvement Tactics & Quick Wins¶

Actionable ideas to optimize this KPI, from fast, low-effort wins to strategic initiatives that drive measurable impact.

If trial users drop off before completing key steps, trigger in-app and email nudges tied to time and behavior gaps (e.g., “You haven’t invited teammates yet — here’s why that matters”).
Add a trial checklist to the product dashboard with real-time progress tracking across account-level actions.
Run a test offering bonus trial days to accounts completing 80%+ of actions, reinforcing the value of deeper engagement.
Refine sales-assist touchpoints to highlight missing steps in calls or follow-ups (“Looks like your team hasn’t explored reports yet — want me to walk you through it?”).
Partner with CS to run guided walkthroughs or trial office hours for high-potential accounts with low task completion.

Required Datapoints to calculate the metric
- Trial Accounts: Total number of active trial accounts in a set period.
- Accounts Completing All Actions: Number of those accounts completing every key trial step.
- Defined Key Actions List: List of specific steps that qualify as “complete.”
Example to show how the metric is derived

A PLG company runs a 14-day trial:
- Trial Accounts: 400
- Accounts Completing All Trial Actions: 180
- Formula: (180 ÷ 400) × 100
- Result: 45%

Formula¶

Formula

\[ \mathrm{Percent\ of\ Accounts\ Completing\ All\ Key\ Trial\ Actions} = \left( \frac{\mathrm{Accounts\ Completing\ All\ Actions}}{\mathrm{Total\ Trial\ Accounts}} \right) \times 100 \]

Data Model Definition¶

How this KPI is structured in Cube.js, including its key measures, dimensions, and calculation logic for consistent reporting.

TrialAccounts

cube('TrialAccounts', {
  sql: `SELECT * FROM trial_accounts`,
  measures: {
    totalTrialAccounts: {
      sql: `id`,
      type: 'count',
      title: 'Total Trial Accounts',
      description: 'Total number of active trial accounts in a set period.'
    },
    accountsCompletingAllActions: {
      sql: `completed_all_actions`,
      type: 'count',
      title: 'Accounts Completing All Actions',
      description: 'Number of accounts completing every key trial step.'
    },
    percentCompletingAllActions: {
      sql: `100.0 * ${accountsCompletingAllActions} / NULLIF(${totalTrialAccounts}, 0)`,
      type: 'number',
      title: 'Percent of Accounts Completing All Key Trial Actions',
      description: 'Share of trial accounts that complete all pre-identified actions during the trial.'
    }
  },
  dimensions: {
    id: {
      sql: `id`,
      type: 'string',
      primaryKey: true
    },
    createdAt: {
      sql: `created_at`,
      type: 'time',
      title: 'Created At',
      description: 'The time when the trial account was created.'
    }
  }
})

Note: This is a reference implementation and should be used as a starting point. You’ll need to adapt it to match your own data model and schema

Positive & Negative Influences¶

Negative influences

Factors that drive the metric in an undesirable direction, often signaling risk or decline.
- Trial Length and Structure: Trials that are too short, unstructured, or open-ended reduce the likelihood of full feature exploration, leading to lower completion rates of key trial actions.
- Internal Champion Engagement: Lack of an internal advocate can stall trial momentum, resulting in fewer accounts completing all key trial actions.
- Friction in Cross-User Collaboration: If trial actions require multiple roles and there is friction in collaboration, it can block progress and reduce the percentage of accounts completing all key trial actions.
- Complexity of Trial Actions: Complex or unclear trial actions can discourage users from completing all necessary steps, negatively impacting completion rates.
- Lack of Onboarding Support: Insufficient onboarding support can lead to confusion and lower the likelihood of accounts completing all key trial actions.
Positive influences

Factors that push the metric in a favorable direction, supporting growth or improvement.
- Guided Trial Flow: A structured and guided trial flow increases the chances of task completion, positively impacting the percentage of accounts completing all key trial actions.
- Active Internal Champion: Engaged internal champions who drive adoption can significantly increase the completion rate of key trial actions.
- Simplified Collaboration: Simplifying collaboration or prompting invites for necessary roles can unblock flow and increase the percentage of accounts completing all key trial actions.
- Comprehensive Onboarding: Providing comprehensive onboarding support helps users understand and complete all necessary trial actions, improving completion rates.
- Clear Communication of Value: Clearly communicating the product's core value during the trial can motivate users to complete all key actions, positively influencing completion rates.

Involved Roles & Activities¶

Involved Roles

These roles are typically responsible for implementing or monitoring this KPI:

Growth
Customer Lifecycle Management
Product Management (PM)
Product Marketing (PMM)
Sales Manager
Activities

Common initiatives or actions associated with this KPI:

Onboarding Flow Optimization
Sales Enablement
Product-Led Growth
Trial Milestone Design

Funnel Stage & Type¶

AAARRR Funnel Stage

This KPI is associated with the following stages in the AAARRR (Pirate Metrics) funnel:

Activation
Revenue
Type

This KPI is classified as a Lagging Indicator. It reflects the results of past actions or behaviors and is used to validate performance or assess the impact of previous strategies.

Supporting Leading & Lagging Metrics¶

Leading

These leading indicators influence this KPI and act as early signals that forecast future changes in this KPI.
- Product Qualified Accounts: High Product Qualified Account (PQA) rates indicate that entire accounts are exhibiting strong engagement and value realization during the trial, significantly forecasting the percent of accounts likely to complete all key trial actions. PQAs act as an early signal of trial success.
- Activation Rate: A higher activation rate suggests more trial users are quickly discovering and engaging with core product value, which is a strong precursor to accounts completing all key trial actions. It helps predict readiness for full trial completion.
- Trial-to-Paid Conversion Rate: Accounts that complete all key trial actions are more likely to convert to paid users. Observing early trial-to-paid conversion rates can serve as a predictive signal of accounts that have successfully finished key trial actions.
- Product Adoption Rate: Rapid and broad adoption of the product during trials often correlates with accounts completing all key trial actions, as it reflects deep and widespread trial engagement.
- Percent of Users Engaging with Top Activation Features: A high rate of engagement with top activation features during the trial period indicates that users are progressing through critical steps, forecasting a higher percentage of accounts completing all key trial actions.
Lagging

These lagging indicators confirm, quantify, or amplify this KPI and help explain the broader business impact on this KPI after the fact.
- Trial Engagement Rate: This metric quantifies how actively trial users are engaging with the product. High engagement rates often confirm and help explain increases in the percent of accounts completing all key trial actions.
- Percent of Accounts Reaching Product-Qualified Lead (PQL) Status: This metric captures accounts that demonstrate readiness to buy, often as a result of completing key trial actions. It helps quantify the sales-readiness of the accounts that complete all trial milestones.
- Percent of Accounts Completing Key Activation Milestones: Tracks how many accounts reach important activation checkpoints. Completion of these milestones typically precedes and explains the ability to complete all key trial actions.
- Multi-Session Activation Completion Rate: Indicates sustained engagement across multiple sessions, which often correlates with accounts that are thorough in completing all key trial actions during their trial period.
- Onboarding Completion Rate: High onboarding completion rates typically lead to higher rates of accounts completing all key trial actions, as a successful onboarding process facilitates further trial progress and engagement.