The count of 7day conversions is the number of members that upgrade to a paid subscription within a 7 day period from the date of registration.
To calculate 7 day conversion rate, divide the number of initials that have upgraded by day 7 into the number of registrations x 100.
7 day conversions are upgrades that take place within seven days of a member registering to a dating site. It is the count of all upgrades that take place by day 7. When we talk about 7 day conversions we mean the cumulated number of upgrades from day 0 (the day a member signs up to a dating site) all the way through to day 7.
As well as same day conversion, 7 day conversion rate is also a good indicator of the quality of your traffic. It helps you to understand your return on investment (ROI) quicker and make faster marketing decisions to bring the best return. If a traffic source results in a high 7 day conversion, within 7 days you’ll have a good indication of what you can afford to spend for a registration for this type of traffic.
To calculate a site’s 7 day conversion rate you should divide the number of initials (upgrades) that take place by day 7 into the number of registrations for a particular time period, then times it by 100 to get a percentage rate.
The formula is as follows:
(initials / basics) x 100
For example, if 120 people sign up to your dating site and 10 of these people upgrade to a paid subscription (initial) by day 7, your 7 day conversion rate is 8.33%
(10 / 120) x 100 = 8.33%
It is important to remember that some traffic will convert later than after 7 days, although we can assume that if traffic has not converted by day 7 and they have not verified their email address, then they are unlikely to return and upgrade past this date.