Stripe Metric
Revenue
Cohort Retention Rate = Active Customers from Cohort in Period N / Total Customers in Cohort at Period 0 x 100
Cohort Analysis groups Stripe customers by the period in which their first successful charge or subscription started, then follows each group over time. Using Stripe charge, subscription, and customer records, it shows how each cohort retains, expands, or churns across subsequent months. This turns a flat revenue figure into a view of how customer behaviour changes depending on when they joined.
Full guide: definition, formula, and benchmarksStripeRevenueCohort Analysis
Cohort Analysis groups Stripe customers by the period in which their first successful charge or subscription started, then follows each group over time. Using Stripe charge, subscription, and customer records, it shows how each cohort retains, expands, or churns across subsequent months. This turns a flat revenue figure into a view of how customer behaviour changes depending on when they joined.
How to calculate cohort analysis
Why cohort analysis matters for Stripe users
A single revenue total hides whether newer Stripe customers behave differently from older ones. Cohort Analysis exposes that detail, so a pricing change, a new onboarding flow, or a shift in acquisition channel shows up as a healthier or weaker cohort rather than disappearing into the aggregate.
For a subscription business running on Stripe, retention curves by cohort are the clearest early signal of product fit and durable revenue. If month-three retention is sliding across recent cohorts, you can act before it drags down total revenue, and if it is improving you have proof that recent changes are working.
Understand and act on cohort analysis with KPI Tree
Sync your Stripe charges, subscriptions, and customer records into your warehouse and compute Cohort Analysis in KPI Tree, grouping customers by their first successful charge date and tracking retained and expanded revenue per period. Place it in a metric tree linked to cohort revenue analysis, customer lifetime value, and customer acquisition cost so retention curves connect directly to the value and cost of each cohort.
Assign RACI ownership so a revenue or growth lead is accountable for the metric, with finance and product consulted on cohort definitions. Set a monthly review cadence in KPI Tree to compare new cohorts against prior ones and flag any retention drift before it compounds.
Get started with your Stripe data
MCPPull metrics from Stripe directly through the Model Context Protocol.
Connect your existing warehouse where Stripe data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Stripe metrics
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 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.
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.
Average Revenue Per Transaction
PaymentsMetric Definition
Avg Revenue Per Transaction = Total Revenue / Number of Successful Transactions
Average revenue per transaction measures the mean monetary value of each successful payment processed through Stripe. It reflects pricing effectiveness and purchase behaviour across your customer base.
Explore cohort analysis 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 PeriodChurn RateCoupon 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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