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Conversion rate is the percentage of free trial users who ultimately become your paid customers.

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Trial signups

Number of users who have signed up for your free trial for any given time period.

Avg. Lifetime Value

Lifetime Value or Customer Lifetime Value is average deal value you are likely to earn from any customer during the time they are using your product.

Traffic:Leads Ratio

Traffic:Leads Ratio is the percentage of website visitors who convert to leads.