Top 10 Metrics to Track Using Stripe Data: A Comprehensive Guide

Elina Papernaya
January 15, 2024
5 min read

In today's digital economy, using a robust payment platform like Stripe is essential for businesses aiming to streamline their online transactions. However, the real power of Stripe data lies in its ability to provide detailed insights through various metrics. Understanding and monitoring these metrics can significantly impact your business strategy and growth. In this article, we'll delve into the top 10 metrics every Stripe user should track, ensuring you harness the full potential of this powerful tool.

1. Monthly Recurring Revenue (MRR)

MRR is vital for subscription-based businesses using Stripe. It represents the predictable, consistent revenue you expect from your subscriptions each month. Tracking MRR helps in financial planning, forecasting growth, and understanding the stability of your revenue streams. It also allows for better resource allocation and planning for future investments.

2. Churn Rate

Churn rate is an indicator of how many customers stop using your service over a specific period. For businesses using Stripe, especially those with subscription models, a high churn rate can be alarming. It might indicate issues with customer satisfaction, product fit, or competitive challenges. Lowering churn rate can significantly improve your profitability and is a key metric for long-term success.

3. Average Revenue Per User (ARPU)

ARPU is the average amount of total revenue generated per user or customer. In the context of Stripe, it helps you understand how much each customer contributes to your revenue. This metric is useful for making informed decisions about pricing, marketing strategies, and product development. It can also help in segmenting customers based on their value to your business.

4. Lifetime Value (LTV)

The Lifetime Value of a customer is a prediction of the net profit attributed to the entire future relationship with a customer. For Stripe users, calculating LTV provides insight into the long-term value of customer relationships. It helps in determining how much you can afford to spend on acquiring new customers and retaining existing ones.

5. Transaction Volume

Monitoring the volume and number of transactions processed through Stripe is crucial. This metric offers insights into your sales trends, peak buying times, and customer purchasing behavior. Understanding transaction volumes can help in resource allocation, predicting cash flow, and managing inventory.

6. Refund Rate

Refund rate is the ratio of total refunds to total transactions. For businesses using Stripe, a high refund rate could signal issues with product quality, customer satisfaction, or the clarity of product descriptions. Monitoring this metric helps in identifying areas for improvement in your product or service.

7. Failed Transactions

Tracking the number and reasons for failed transactions is crucial for maintaining a smooth payment process. Stripe can help identify common reasons for failures, such as expired cards or insufficient funds. Addressing these issues promptly can improve customer experience and reduce lost sales.

8. Conversion Rate

Conversion rate is a critical metric for any online business. It measures the percentage of visitors who complete a desired action, like making a purchase. For Stripe users, improving the conversion rate can involve optimizing the checkout process, offering more payment options, or improving website navigation.

9. Customer Acquisition Cost (CAC)

CAC is the cost associated with acquiring a new customer, including marketing and sales expenses. For Stripe users, understanding CAC in relation to LTV is essential. It helps in evaluating the effectiveness of your marketing strategies and ensuring sustainable business growth.

10. Payment Method Usage

Knowing which payment methods are preferred by your customers can greatly enhance their checkout experience. Stripe supports various payment methods, and tracking their usage can provide insights into customer preferences, potentially leading to higher conversion rates.

Harnessing Stripe Data for Business Growth

Tracking these metrics is just the beginning. The real power lies in using this data to make informed decisions. For instance, understanding your MRR and ARPU can help in setting realistic growth targets. Similarly, knowing your churn rate and LTV allows for more effective customer retention strategies.

Customizing Stripe Metrics for Your Business

Every business is unique, and Stripe offers the flexibility to track customized metrics specific to your business needs. Whether it's segmenting your customers based on transaction size or analyzing seasonal trends in your sales, Stripe's robust analytics can be tailored to provide the insights you need.

Integrating Stripe with Other Business Tools

For a more comprehensive view, it's crucial to integrate Stripe data with other business tools like CRM systems, accounting software, or analytics platforms. This integration can provide a holistic view of your business health, combining financial data with customer insights and operational metrics. Revenue platforms like Graphiti can help combining data from different sources in one place and build reports using different revenue systems.

Staying Ahead with Stripe Insights

In a rapidly changing digital landscape, staying ahead means continuously monitoring and adapting based on data insights. Stripe's metrics offer real-time insights, allowing you to quickly adjust your strategies in response to market changes or customer behavior.


In conclusion, Stripe is not just a tool for processing payments but a rich source of data into your business's financial health and customer behavior. By tracking the right metrics, you can gain a deeper understanding of your business, make informed decisions, and drive sustainable growth. Whether you're a small startup or a large enterprise, Stripe's data can be a powerful ally in your business journey.

Elina Papernaya
January 15, 2024
5 min read