True Trials is a measure of early engagement (Are the first moments in your app compelling?) and lead quality (Do the trials know what they're getting into or did they just respond to click bait?).
Depending on the company, a large proportion of trials may never come back after the first day. The ones that do on the other hand are much more likely to stay longer and give your product an honest shot. As a result they convert at a much higher rate and are a more accurate reflection of conversion potential in your funnel than just the number of trial starts.
If expressing this as a percentage of all trial starts, a range between 12% and 27% is normal.
This metric is related to concepts such as "activated user", or "marketing qualified lead".
