Convert & retain
Track free trials, MRR and churn risk
Watch trials turn into paying customers, and catch churn early.
Updated · 2 min read
For a subscription business, a signup is only the start. Trials have to convert, payments have to keep succeeding and customers have to stay. You need to see all three next to where those customers came from.
Why this matters
A channel that brings lots of trials that never convert is worse than one that brings fewer trials that do. And a subscription that is past due or set to cancel is revenue you can still save, if you notice in time and reach out before it ends.
Why most analytics tools can't tell you
Stripe shows subscription states but not where customers came from. Analytics tools show where visitors came from but not their subscriptions. Free trials also inflate signup numbers that never become revenue.
How MetricRaven does it
With Stripe connected, the Revenue tab leads with MRR, active subscriptions and churned subscriptions, and its Subscriptions card shows the live count of active, trialing, at-risk and canceled subscriptions by plan, with estimated MRR and ARR. Trials add nothing to MRR or revenue. With any payment provider connected, MetricRaven also records subscription changes as goals by itself (trial_started, trial_converted, subscription_cancel_scheduled, subscription_ended…), counted per period in the Subscription events card. It shows counts, not a churn-rate formula.
Subscriptions by plan
Orbit Analytics · synthetic data · current state
How to do it
- Connect Stripe with a read-only restricted key (Connect Stripe).
- Open Revenue and read Stripe subscriptions: the Trials and At risk tabs list plans with past-due payments or scheduled cancellations.
- Read Subscription events for the period: trials started and converted, upgrades, scheduled cancellations, reactivations and ended subscriptions, each compared with the previous period. They're recorded automatically (payment-provider goals).
- Build a funnel with
trial_startedthenpaymentto see how many trials convert, by channel (Goals & funnels). - Check the At risk tab every week and contact customers with failed payments before they cancel.
Live subscription counts and MRR come from Stripe. Subscription events also come from Lemon Squeezy, Paddle, Polar, Dodo Payments and RevenueCat; with any provider you see payments, renewals and refunds on the Revenue tab.