There’s no shortage of data: customer and payment information are captured at every stage of the lifecycle, from engaging with marketing campaigns to making a purchase. Accurate and actionable data insights are key for businesses to understand and report on past performance, make informed decisions in the present day, and identify future opportunities. By slicing data in smart, strategic ways, businesses can improve:
- Finance and accounting: Evaluate and forecast financial performance, manage costs, improve efficiency, and close books quickly and accurately.
- Customer and product: Get granular insights into customer demographics and behavior, such as churn by specific segments. Additionally, monitor product revenue metrics such as monthly recurring revenue (MRR).
- Operations: Data insights can provide revealing information about fraud, payments, and revenue operations.
However, according to IDC research, while most companies have access to data, they aren’t able to derive fundamental business insights from it because of quality issues, operational silos, and a lack of data standards.
Businesses on Stripe have access to a range of data, Dashboard reports, and products that make it easy to access these insights. This guide walks you through how to leverage Stripe data to track financial performance, better understand your customers, refine your product offerings, and run your companies more efficiently. We’ve also included sample SQL queries to make it easier for you to get valuable information out of Stripe’s advanced data analysis tools: Sigma and Data Pipeline.
Data available in Stripe
When Stripe processes payment transactions, we capture data points that provide valuable insights into customer transactions. The Stripe Schema is a blueprint that defines all of the Stripe data that is collected, including how it’s named, defined, and organized. Key data points include:
- Transaction details (amount, currency, date, time)
- Customer information (name, geography)
- Product or service details (items purchased, quantity, price)
- Payment method details (credit card type, digital wallet)
- Metadata (Stripe allows businesses to attach custom metadata to transactions, which can include data specific to a business’s needs)
- Risk and fraud indicators
- Refund and dispute details
You can monitor your business performance at a high level by logging in to your Stripe Dashboard. The Dashboard houses several prebuilt reports that give you visibility into your overall sales, payments, disputes, refunds, subscriptions, and financial metrics. Some of the most-used free reports available in the Stripe Dashboard include:
- Sales summary: These reports provide an overview of key sales metrics, including total sales volume, revenue, and number of successful transactions. This information can help you track your sales performance and monitor revenue trends.
- Financial reporting: Stripe offers financial reports, including revenue breakdowns, fee details, and sales tax reports. These reports help in financial planning, tax reporting, and cost analysis.
- Subscription insights: Stripe Billing users can monitor subscriber count, churn rate, and recurring revenue metrics—providing a view of subscription performance and retention.
Stripe also offers two advanced data tools that offer more customization capabilities when it comes to their business metrics and reporting:
- Stripe Sigma is an interactive business insights tool within the Dashboard. You can get instant answers by writing custom SQL queries or selecting from templates that contain prewritten queries for common reporting needs. Additionally, Sigma Assistant, our AI-powered chat assistant, can help you get answers by simply typing in questions using natural language. Finally, you can transform query results into dynamic charts with the click of a button to easily visualize your data.
- Stripe Data Pipeline sends all your up-to-date Stripe data to your external data storage destination. This connection can be set up with just a few clicks, allowing you to consolidate your Stripe data with other business data from across your systems, such as CRM, ERP, and others. Then, from within your centralized data storage, you can query your Stripe data along with other business data, enabling a range of teams to gather rich insights.
How to track key metrics with Stripe Sigma or Data Pipeline
To help you monitor the business insights that matter most, here is a list of metrics—organized by business area—that users have found useful. We also share some sample SQL queries that can be used in both Stripe Sigma and Data Pipeline, as well as prompts and templates that can be leveraged in Sigma to get answers without needing to write any SQL. We also have an exhaustive list of all the data available, which includes table sets from Core API, Interchange Plus, Connect, and more.
Finance and accounting
Finance and accounting teams require access to their business’s Stripe revenue data to close their books, reconcile accounts, and make forecasts and projections. Many rely on Sigma and Data Pipeline to streamline these processes.
Kennzahl
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Vorteil
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SQL-Beispielabfrage
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Fragen Sie den Sigma Assistant
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Gesamtumsatz
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Finden Sie heraus, wie viel Umsatz Ihr Unternehmen in einem bestimmten Zeitraum erwirtschaftet hat, um Ihre geschäftliche Leistung zu ermitteln. |
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Wie viel Umsatz habe ich in den letzten drei Monaten erzielt? |
Durchschnittlicher Transaktionswert
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Bestimmen Sie den Durchschnittswert Ihrer Stripe-Transaktionen, um Preisstrategien und Ausgabeverhalten auszuwerten. |
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Wie hoch ist der durchschnittliche Transaktionsbetrag nach Land? |
MRR
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Ermitteln Sie den monatlich wiederkehrenden Umsatz aus Produkt- und Serviceabonnements. |
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Sigma-Vorlage: Monatlich wiederkehrender Umsatz (MRR) |
Steuerberichterstattung
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Erfüllen Sie Ihre steuerlichen Pflichten, indem Sie Ihre Steuerverbindlichkeiten nach Kundenstandort im Blick behalten. |
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Sigma-Vorlage: Steuerverbindlichkeiten nach Kundenstandort |
Forderungsalter / Inkasso / Offene Rechnungen
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Werden Sie die Altersstruktur Ihrer Forderungen aus, um ausstehende Rechnungen im Blick zu behalten und Zahlungs- und Inkassoprobleme zu erkennen. |
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Bestimmen Sie die zehn Kundinnen oder Kunden mit den höchsten unbezahlten Rechnungen. |
Customer and product
Product teams can use these metrics to make data-driven product enhancements and identify growth opportunities. Sales and marketing teams can target opportunities more effectively with an understanding of customer profiles.
Kennzahl
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Vorteil
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SQL-Beispielabfrage
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Fragen Sie den Sigma Assistant
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Kundensegmentierung
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Bilden Sie Kundensegmente anhand von Umsatzleistung oder Kaufhäufigkeit, um Kundenprofile zu erstellen. Überwachen Sie die Kundenbindung, um Ihre treuesten Kudinnen und Kunden zu identifizieren und geeignete Strategien zu formulieren. |
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Nenne mir die zehn Kundinnen und Kunden, die am häufigsten bei mir einkaufen. |
Produkt-MRR
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Ermitteln Sie wiederkehrende Einnahmen aus bestimmten Produkten. |
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Sigma-Vorlage: monatlich wiederkehrender Umsatz (MRR) nach Produkt |
Abwanderung
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Messen Sie das Tempo, in dem die Nutzung Ihrer Produkte bzw. Dienstleistungen abnimmt und werten Sie die Abwanderungsquote nach Kundensegment oder Produktkategorie aus, um Problembereiche zu identifizieren. |
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Sigma-Vorlagen: tägliche Umsatz- oder Abonnenteneinbußen |
Beliebtheit/Saisonabhängigkeit von Produkten oder Abonnements
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Bestimmen Sie die beliebtesten Produkte bzw. Dienstleistungen nach Absatzvolumen oder Umsatz und behalten Sie die Beliebtheit neuer Produkte und Funktionen im Blick. |
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Welche Produkte waren in welchem Jahr am beliebtesten? |
Wirkung von Rabatten und Gutscheinen
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Ermitteln Sie die Wirkung bestimmter Rabatte, um Preiselastizität und Preisstrategien zu bestimmen. |
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Wie hoch war der durchschnittliche Transaktionswert mit und ohne Rabattcodes? |
Operations
Operations teams can find several ways to run their businesses more efficiently, including improving fraud and risk detection.
Kennzahl
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Vorteil
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SQL-Beispielabfrage
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Fragen Sie den Sigma Assistant
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Tägliche Aktivität (Zahlungen, Rückerstattungen, Anfechtungen ...)
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Behalten Sie das Tagesgeschäft im Blick und erkennen Sie Bedrohungen und Komplikationen. |
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Wie viele Anfechtungen gab es heute? |
Betrügerische Transaktionen erkennen
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Verhindern Sie Verluste, stärken Sie das Kundenvertrauen und schützen Sie sich vor Rückbuchungen. Sorgen Sie für Datensicherheit und Regeltreue und holen Sie sich wertvolle Analysen zur laufenden Verbesserung Ihrer Betrugsprävention. |
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Schlüsseln Sie betrügerische Transaktionen nach Zahlungsmethode auf. |
Zahlungskonversionstrichter
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Optimieren Sie Umsatzgewinnung und Nutzererfahrung und bestimmen Sie Verbesserungspotenziale. Ermitteln Sie Ihren Werbeerfolg, erkennen Sie ungewöhnliche Vorgänge und Komplikationen und messen Sie Ihre Performance. Mit einer kontinuierlichen Kontrolle und Optimierung des Konversionstrichters kann Ihr Team Wachstum schaffen, die Kundenzufriedenheit erhöhen und Ihr Unternehmen noch erfolgreicher machen. |
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Wie lautet die Konversionsrate für erfolgreiche Transaktionen der Karte im laufenden Monat? |
How to combine Stripe data with other data sources using Data Pipeline
Stripe Data Pipeline seamlessly connects your Stripe account to your data warehouse or cloud storage account, where you can analyze Stripe data in combination with data from your other systems. From there, you can then access additional business insights that can improve the following:
Customer journey analysis
Analyzing customer interactions, purchase behavior, and support interactions from CRM data alongside transactional Stripe data provides a holistic view of the customer experience. You can identify patterns, improve customer engagement, and enhance conversion rates.
ChowNow, a commission-free online food ordering platform, used Data Pipeline to combine Stripe data with other business data. This resulted in a clear overview of the customer journey for its restaurants and dining customers. In-depth insights into the restaurant onboarding process and diners’ ordering decisions helped ChowNow’s marketing team fine-tune advertising spending and decrease customer acquisition cost.
Financial planning and reporting
By analyzing revenue data alongside expenses, cash flow, and profitability metrics, you can enhance business operations. For example, you can more effectively monitor overall financial performance, create revenue forecasts, refine financial planning, and make data-informed decisions to drive financial growth.
When Lime adopted Stripe Data Pipeline and matched Stripe data with its own reports, the company gained the ability to track refunds in near-real time. Its finance team can now confidently report on Lime’s cash status.
Operational efficiency
Analyzing Stripe transactions alongside inventory data helps you maintain optimal stock levels, reduce inventory costs, and improve overall operational efficiency—including streamlining supply chain performance.
Churn prevention
By analyzing customer behavior alongside transaction history and support interactions, you can identify at-risk customers, personalize retention strategies, and enhance customer loyalty.
Marketing campaign effectiveness
Integrating Stripe data with marketing data allows you to analyze the impact of marketing campaigns on customer acquisition, conversion rates, and revenue. You can measure the return on investment (ROI) of marketing efforts, identify successful campaigns, target personalized content for user profiles that are most interested in buying certain products, and allocate resources effectively to enhance marketing strategies.
Once you’ve identified the most important metrics for your business, you can easily save them for future reference—or schedule them in advance so you have the reports you need, when you need them. For Sigma users, this docs page has more information on how to schedule queries. For Data Pipeline users, you can easily find the “save” and “schedule” buttons in Redshift and Snowflake.
Improve decision-making with data insights
Stripe offers a comprehensive platform that helps you not only process payments, but also gain valuable insights to improve your business operations and bottom line. Our tools empower more teams across your organization—including finance, product, operations, sales, marketing, and fraud teams—to make data-driven decisions every day.
Get started with a free 30-day trial of Sigma or Data Pipeline today.