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STRIPE DASHBOARD

Online revenue, customer growth, pricing analysis and latest transactions from Stripe.

Stripe is a US technology company that allows individuals and businesses to accept online payments payments. Now operating in over 25 countries, it was founded by Patrick and John Collison in 2010. Both from Limerick, aged 18 and 20 at the time, Collison brothers are now worth over a billion dollars each.

Stripe has a great set of metrics covering recurring revenue, subscription rates, subscriber growth and more.

Octoboard for Stripe should be used by any company to monitor financial health of the business, analyze customer growth and churn and work on pricing strategy.
Tips
CEO, CTO, management board and product teams should use Stripe dashboards. We break down metrics into the following areas:

  • Revenue - recurring and by product
  • Subscription plans analysis
  • Customer growth and churn
  • Fees and charges
  • Upgrades, downgrades
  • Latest transactions and failure causes

Depending on how open your company is about it's revenue figures, you may decide to create different dashboards for different teams - such as Management, Product Team, Engineering.

In Octoboard you can define different groups of users and allow or deny user access based on their function.
Notes
Use your standard Stripe login to start collecting data. Specify account to report on (if you have multiple accounts in Stripe). Octoboard only requires read-only access.
Last reviewed: 26-Apr-17
Default data range: Last 90 days
Updates: Real-time for Octoboard Premium

STRIPE METRICS

How much is my business making? Can I use Stripe to optimise pricing and subscription?
If you do not have revenue or customers you are not really a business. Once you get customers, making sure your growth projections and revenue match your expectations is crucial. This set of metrics is THE MOST IMPORTANT one to have constantly displayed and used to manage your finances and your future. Have Revenue, Revenue by Plan and Product displayed to relevant teams in your organisations. Use these insights to proactively prepare your business for the future, to optimize pricing and to make product decisions.
OCTOBOARD metrics type icon: Chart area

TOTAL REVENUE

Total Net revenue over time.
Description
Total Net Revenue tracked over time.

There is one important high level metrics that you can have in your business.
Tips
If you are open with your team about how much your business makes in revenue, have this widget displayed on a company dashboard.

As a minimum, have it shown in your financial department or monitored by CEO, CFO and your management board.

Octoboard allows you to create multiple teams (Development, Finance, Sales), each having different widgets. Use this feature to show relevant metrics to relevant departments of your organisation.
OCTOBOARD metrics type icon: Chart area

RECURRING REVENUE

Monthly recurring revenue over time.
Description
Total monthly recurring revenue tracked over time.
OCTOBOARD metrics type icon: Chart line

REVENUE BY PLAN

Net revenue by plan over time.
Description
Total Net Revenue tracked for ALL or up to 6 selected plans.
Tips
Plan management is very important to most businesses. Moving features between plans, making sure value for customers justify your prices, and that prices really match budgets of your audience could really have a huge impact on your bottom line.

Monitor Revenue by Plan metric over time and use insights to optimize plans and beat competition.

Give this metric to your financial department, CFO, CEO, your management team and your product organisation.
OCTOBOARD metrics type icon: Chart line

REVENUE BY PRODUCT

Net revenue by product over time.
Description
Total Net Revenue tracked for ALL or up to 6 selected products.
Tips
Same as with Plans and Subscriptions, track your revenue by product over time to make sure you spot loss of interest or to confirm that your pricing is just right.

Give this metric to your financial department, CFO, CEO, your management team and your product organisation.
OCTOBOARD metrics type icon: Chart feed

PLAN RANKING

Plans ranked by revenue.
Description
All your plans ranked by generated revenue.
OCTOBOARD metrics type icon: Chart number

PRODUCT RANKING

Products ranked by revenue.
Description
All your products ranked by generated revenue.
Do customers see value in my products? Am I paying to much to win customers?
Customer growth is an indication of how valuable your products are. If you have a steady increase in customer base, you are on the right track. Keep watching New Customers and and learn from insights. Combine this information with Average Revenue Per Customer (ARPU) figures to understand how much you should spend on customer acquisition.
OCTOBOARD metrics type icon: Chart number

CUSTOMERS

Total and new customers tracked over time.
Description
This widget combines graphs that show your total customer growth and new customers (or customer acquisition).
Tips
Whoever has most customers - wins!


Keen an eye or your customer numbers downgrades and revenue figures. A solid grasp of your financial situation at any point in time is a must for any business owner, CEO or CFO.
OCTOBOARD metrics type icon: Chart area

TOTAL CUSTOMERS

Total number of customers over time.
Description
Total number of all your customers (plan subscribers or product purchasers) tracked over time.
OCTOBOARD metrics type icon: Chart column

NEW CUSTOMERS

New customers over time.
Description
This graph monitors your customer acquisition dynamics. New customers are counted and displayed on a time graph.
Tips
Remember, you can always change presentation of widgets from historical or trending view (line, bar, area graph) to numeric value (current value with a delta or target).
OCTOBOARD metrics type icon: Chart line

SUBSCRIPTIONS BY PLAN

Number of subscriptions per plan over time.
Description
Historic trend of subscription counts per plan.

You can select up to 6 different plans to monitor on the same graph. If no plan is selected, total counts for ALL subscription are displayed.
OCTOBOARD metrics type icon: Chart line

ARPU

Average Revenue Per Customer (ARPU) over time.
Description
Average Revenue Per Customer (ARPU) is calculated by dividing total revenue by total number of customers.

ARPU = Total Revenue / Total Customers
Tips
This is an important metric to keep an eye on. Use your ARPU figure to analyze your conversion funnel in Google Analytics and Google Adwords.

Always make sure your paid advertising budget per customer or acquisition cost is below your ARPU.

Your ARPU covers your acquisition costs plus a margin that allows you to run your business profitably (unless of course you are a Unicorn startup).
Can customers justify higher premiums for upgrades?
Monitor your Upgrades vs Downgrades. If Downgrade counts increase, it means that customers try out new more expensive plans and find that they do not offer enough features to justify higher premiums. This is always a problem. Your CEO, CTO and your Product Team should be always aware of these trends. Manage feature sets, pricing and follow your competition to ensure that your customer are happy and ALWAYS offer good Price-to-Value ratio that is better than that of your competitors.
OCTOBOARD metrics type icon: Chart number

UPGRADES DOWNGRADES

Count of upgrades and downgrades over time.
Description
Historic trend that shows count of downgrades vs upgrades.
Tips
Have this widget displayed on your company TV. It is a great motivator that keeps the whole company focused on upselling and reducing churn (customers leaving).
OCTOBOARD metrics type icon: Chart area

UPGRADES

Upgrade count over time.
Description
Upgrade count tracked over time.
Tips
Make sure this number keeps growing at a steady pace. If growth stalls it might mean that your competition is catching up and you need to build more features or perhaps your sales need to go more aggressively after upsell opportunities.
OCTOBOARD metrics type icon: Chart area

DOWNGRADES

Downgrades count over time.
Description
Number of downgrades tracked over time.
Tips
Have this widget displayed on your company dashboard. A increase in downgrades mean that people are not seeing enough value in versions offered at higher premiums. Either invest in R&D and add features or work on your pricing. There should always be enough value in premium features that justify the higher cost.
Can I see latest transactions on my account? How much is Stripe charging me?
Have Activity, Failed Transactions, Fees and Charges metrics displayed to spot trends and issues quickly. Every day that you miss an abnormality that causes failed transactions is costing you money. Have it on your dashboard!
OCTOBOARD metrics type icon: Chart number

ACTIVITY

Recent activity for your account.
Description
Recent activity on your account including upgrades, downgrades, refunds and failed transactions.
Tips
A useful metric to watch and quickly spot irregularities.
OCTOBOARD metrics type icon: Chart number

FAILED TRANSACTIONS

List of failed transactions with causes.
Description
This widget displays failed transactions and reasons why transactions fail.
Tips
Investigate if the same reason starts showing up frequently.
OCTOBOARD metrics type icon: Chart line

FEES AND CHARGES

Your account fees and charges.
Description
Historic view of total value of Stripe charges over time.
Tips
Stripe charging policy is quite clear. However, very few companies know exactly what they pay. Use the numbers provided by this metric in your financial reports. This will make them more accurate.

Analyze these figures over time. For some products, prices and businesses it makes more sense to charge twice a year as opposed to monthly. The saving on fees can be quite significant.
Can I spot increase in refunds quickly and stop losing money?
Refunds and Revenue figures are a standard feature of Octoboard. Check these metrics to make sure Refunds never grow faster than your revenue.
OCTOBOARD metrics type icon: Chart line

REFUNDS

Total refund value over time.
Description
Trend over time of your total refund value.
Tips
Refunds are unavoidable for most businesses. Make sure they are not increasing faster than your revenue. Use REVENUE VS REFUNDS widget to monitor that trend.
OCTOBOARD metrics type icon: Chart number

REVENUE VS REFUNDS

Revenue and refunds value over time.
Description
This widget allows you to correlate revenue growth with refunds.
Tips
Refunds growth should never be higher than Revenue growth. If that happens, you have a problem.
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