Stripe Metric
Revenue
Churn Rate = Subscriptions Cancelled in Period / Active Subscriptions at Start of Period x 100
Churn Rate measures the proportion of active Stripe subscriptions that cancel or lapse within a given period. In Stripe terms it is derived from subscription status transitions, where a subscription moving to canceled or unpaid counts as churn against the base of subscriptions that were active at the start of the period. It can be expressed as customer churn, counting lost subscribers, or as revenue churn, weighting each loss by its monthly recurring revenue.
Full guide: definition, formula, and benchmarksStripeRevenueChurn Rate
Churn Rate measures the proportion of active Stripe subscriptions that cancel or lapse within a given period. In Stripe terms it is derived from subscription status transitions, where a subscription moving to canceled or unpaid counts as churn against the base of subscriptions that were active at the start of the period. It can be expressed as customer churn, counting lost subscribers, or as revenue churn, weighting each loss by its monthly recurring revenue.
How to calculate churn rate
Why churn rate matters for Stripe users
Churn is the single biggest drag on recurring revenue growth. Every percentage point of monthly churn compounds, so a subscription business losing customers faster than it acquires them will stall no matter how strong the top of the funnel looks. Reading churn straight from Stripe Billing gives you the true picture, grounded in real cancellations and failed payments rather than estimates.
Stripe data also lets you separate voluntary churn, where a customer chooses to cancel, from involuntary churn caused by declined cards and failed renewals. That distinction matters because involuntary churn is often recoverable through better dunning and retry logic, so tracking the two together tells the team where to focus retention effort.
Understand and act on churn rate with KPI Tree
Sync your Stripe subscription and invoice data into your warehouse and compute Churn Rate in KPI Tree, splitting it into customer churn and revenue churn so each tells its own story. Place it inside a metric tree alongside customer lifetime value and card decline rate so you can see how lost subscriptions and failed payments feed the wider revenue picture.
Assign RACI ownership so a named retention or revenue lead is accountable for the number, with finance and product as consulted parties, and set a monthly review cadence in KPI Tree to catch upticks early. Tie any spike to a task and an owner so the team is acting on churn rather than just watching it climb.
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Related Stripe metrics
Customer Lifetime Value
PaymentsMetric Definition
LTV = Average Revenue Per Customer × Average Customer Lifespan
Customer lifetime value (LTV) estimates the total revenue a customer will generate across all transactions over their relationship. For Stripe users, it aggregates both one-time and recurring payments into a comprehensive value figure.
Card Decline Rate
PaymentsMetric Definition
Card Decline Rate = (Declined Card Transactions / Total Card Transaction Attempts) × 100
Card decline rate is the percentage of card payment attempts that are refused by the issuing bank or card network. It captures both soft declines, which may succeed on retry, and hard declines, which require customer action to resolve.
Cohort Revenue Analysis
PaymentsMetric Definition
Cohort revenue analysis groups customers by the period in which they made their first Stripe payment and tracks the revenue each cohort generates over subsequent months. It reveals how monetisation and retention evolve for different acquisition vintages.
Customer Acquisition Cost
PaymentsMetric Definition
CAC = Total Sales & Marketing Spend / New Paying Customers Acquired
Customer acquisition cost (CAC) is the total sales and marketing expenditure required to acquire one new paying customer. When paired with Stripe payment data, it links spend to verified first-payment events rather than sign-ups alone.
Explore churn rate across integrations
All Stripe metrics
Average Revenue Per TransactionCharge Success RateChargeback RateCustomer Lifetime ValueDispute Resolution RateFailed Payment Recovery RateFraud Detection RateGross Payment VolumeMonthly Recurring RevenueNet RevenuePayment Method DistributionPayout Timing AnalysisRecurring vs One-Time RevenueRefund RateRevenue by CurrencyRevenue by ProductRevenue Growth RateRevenue Per CustomerSubscription Churn RateSubscription Growth RateSubscription Upgrade RateTransaction Fee AnalysisTransfer Volume AnalysisTrial Conversion RateVolume by Payment MethodCard Decline RateCohort Revenue AnalysisCustomer Acquisition CostDispute RateGross Profit MarginRepeat Customer RateAverage Revenue Per UserCAC Payback PeriodCohort AnalysisCoupon Effectiveness AnalysisCustomer Segmentation AnalysisFailed Payment AnalysisGross Revenue RetentionInvoluntary Churn RateNet Revenue RetentionPayment Method PerformancePayment Retry Success RatePayment Success RatePlan Migration AnalysisRevenue Cohort AnalysisRevenue Concentration AnalysisSeasonal Revenue PatternsSubscription Change AnalysisSubscription Renewal RateTime To First PaymentEmpower your team to understand and act on Stripe data
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