Track your total customer count in Stripe and use segmentation to understand growth, active vs churned ratios, and cohort trends.
Navigate to Customers in the sidebar. The total count appears at the top of the list. But this number includes everyone — active subscribers, one-time buyers, churned customers, even test accounts. It’s a vanity metric without segmentation.
Use the filter bar to separate: Active subscriptions (your paying base), Canceled (churned customers), Trialing (not yet converted). The ratio of active to total tells you your conversion and retention health. A healthy SaaS has 60-80% active customers as a share of total.
Filter by Created date to see how many customers you added this month, quarter, or year. Compare across periods: if January added 45 customers and February added 38, that’s a 15% drop in acquisition — worth investigating before it becomes a trend.
Export customers for two periods. Growth rate = (New customers - Churned customers) ÷ Starting customers × 100. A healthy early-stage SaaS grows net customers 5-10% per month. If your growth rate is flat, you’re replacing churn but not truly growing.
Customer count alone is misleading. 100 customers paying $10/mo is very different from 100 paying $500/mo. Export and calculate: ARPU (revenue ÷ customers) and customer concentration (% of revenue from top 10 customers). If one customer is 30% of revenue, that’s a risk.
Create a simple spreadsheet tracking: total customers, new this month, churned this month, net growth, and ARPU. After 3 months of data, you’ll see patterns: seasonal dips, the impact of marketing campaigns, and whether product changes affect retention.
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