Retention Intelligence

The Retention module surfaces the revenue-side signals of where your subscription business is silently bleeding.

Churn rates

SubscriptionMonitor tracks two churn rates for each reporting period:

Customer churn rate — percentage of paying accounts lost in the period.

Revenue churn rate — percentage of opening MRR lost to contraction and cancellation.

Both are shown for the current month and as a trailing 12-month view.

Revenue cohort retention grid

The cohort grid is the flagship view. It shows what percentage of each signup cohort’s recurring revenue remains at 1, 3, 6, and 12 months. Cohort membership is assigned at the time a Stripe subscription is first created.

Tip

Healthy cohorts hold above 90% GRR at 12 months. A cohort that drops sharply between months 1–3 often signals onboarding or product-fit issues rather than pricing problems.

Customer cohort retention grid

A secondary grid shows what percentage of each signup cohort is still active (not churned) at the same time intervals.

Trial conversion rate

Accounts that moved from trialing to active status in Stripe, tracked by period and cohort.

Renewal-at-risk signals

SubscriptionMonitor surfaces accounts with:

cancel_at_period_end enabled on their subscription.

Upcoming annual renewals within a configurable window.

Delinquent renewal attempts — failed payment on a renewal invoice.

Scheduled downgrades via subscription_schedules.

Note

Renewal-at-risk detection is grounded in Stripe facts only. SubscriptionMonitor does not use behavioral health scores or inferred product usage to flag accounts.

Recently churned accounts

A ranked list of accounts that churned in the current or recent period, sorted by their prior MRR or ARR contribution. Use this to prioritize win-back outreach.

Quantity-aware contraction signals

For licensed or quantity-driven pricing, Retention also surfaces accounts where billed quantity has dropped even if the total revenue impact is small. A quantity contraction signal can be an early warning before a full cancellation.