How it works
Conversion = exposed payers ÷ unique exposed users × 100. Target = ceiling(exposed users × target rate).
Retention and conversion
Paywall conversion calculator
Measure confirmed purchases among unique users exposed to a paywall, without mixing repeated impressions with people.
- Observed conversion
- 5%
- Payers needed for target
- 60
- Additional payers for target
- 10
Use the same cohort and attribution window. This differs from conversion across all users or installs.
Worked example
50 payers among 1,000 exposed users give 5%; 6% requires 60 payers.
Assumptions and limits
Use the same cohort and attribution window. This differs from conversion across all users or installs.
Frequently asked questions
How do I use the paywall conversion calculator?
Measure confirmed purchases among unique users exposed to a paywall, without mixing repeated impressions with people.
Should I count repeated paywall views?
Not in the denominator of this user-based rate. Deduplicate people and count at most one converter per person.
Do I need an account and are my inputs uploaded?
No account is required. Calculations run in your browser. Entered numbers and text are not included in tool analytics events; only the tool ID, language, and action are recorded.
Want to go past the numbers and see the real market?
Noctral shows estimated MRR, live ads, creators, and competitors so you can validate opportunities with real signals instead of projections.
See Noctral data
