Subscription Analytics
Track and grow your ARR like a pro
Connect directly to Stripe and get CFO-grade insight into your ARR and SaaS metrics–all in a spreadsheet you already know how to use.
Subscription Analytics
Connect directly to Stripe and get CFO-grade insight into your ARR and SaaS metrics–all in a spreadsheet you already know how to use.
Visualize your data exactly how you want, backed by a full spreadsheet.
Refresh dashboards and spreadsheets every hour, day, or week.
Keep everyone aligned with dashboards delivered to Slack each morning.
Drill down by customer, product, or plan. Whatever matters to your team.
Place your dashboards on any page with a simple HTML snippet.
Restrict access to specific people or allow anyone with a link to view.
Unrivaled accuracy and flexibility. Define ARR logic to match the specifics of your business.
Override with ease. Adjust the period start, period end, or amount of any invoice.
12+ years of experience, most recently as a Director of Finance at Intercom.
12+ years of analytics experience at Stripe, Atlassian, and Box.
9+ years of analytics engineering experience, most recently at Dyson.
“We evaluated Equals against a bunch of vendors but nobody was as accurate in ARR reporting. That and the ease of dashboards made it a no-brainer.”
Rohit Divate
Head of Finance & Ops, Sprig
“Getting ARR from 0 to 97% is somewhat easy - getting from 97 to 100% is extremely hard. That's where Equals Experts were super valuable.”
Read case study →
Ibrahim Cisse
VP of Finance, Descript
“Equals automatically sends an ARR and business update to our entire team every week. It gives every person in the company the information they need.”
Kirsten Witunski
Senior Analyst, Superhuman
Impress your team with real insight into revenue growth, retention, and more.
Subscription analytics is the process of tracking and analyzing recurring revenue metrics (e.g., ARR, MRR, churn) to understand how your subscription-based business is growing or contracting over time. Having real-time subscription analytics gives you a clear view of renewals, expansions, and churn so you can make better-informed decisions to scale.
To connect Stripe data to our spreadsheet, simply authenticate your Stripe account in Equals. We handle the syncing and warehousing automatically—no CSV exports needed. You’ll see every charge, subscription, and refund directly in your spreadsheet, ready for real-time analysis.
Data security is a top priority. We’re SOC 2 Type II certified. All data is encrypted at rest, and any credentials you provide are locked down with restricted access. Our team brings years of engineering experience from companies like Meta, Amazon, Google, and Intercom—so you can trust we’ve built Equals with security and reliability at its core. Additionally, you can restrict access to specific dashboards or spreadsheets, making sure your data is only shared with the right people.
Yes. Our Equals Experts team can implement subscription analytics for a range of other platforms, including (but not limited to) Hubspot and Salesforce and billing providers like Paddle, Maxio, and Sequence.
It’s common for Stripe to differ from your contractual agreements—maybe a customer’s service started a month before they were invoiced, or maybe there was a discount that shouldn’t count against ARR. Equals includes tools for finding and correcting incorrect invoice data, allowing you to adjust period start, period end, and amount.
Dedicated tools force you to use their rigid definitions and visualizations of ARR that may miss important nuances specific to your business. With a spreadsheet, you have full flexibility to define your own formulas and visualizations, and to cut the data in whatever way makes sense for your business. It’s the reason finance pros have always gravitated to spreadsheets, nothing beats that control.
Far from it. We automate data syncing from Stripe so you never import CSVs. Plus, you can set up custom formulas, triggers, and Slack updates in a fraction of the time it takes to wrestle with rigid dashboards. You get the speed of automation with the adaptability of spreadsheets.
An ARR template is a pre-built spreadsheet designed to calculate and visualize annual recurring revenue. Our CFO-grade ARR template tracks new ARR, expansion, contraction, and churn, all in one place. It saves you the hassle of building complex formulas from scratch, so you can spend more time analyzing and less time formatting.
A cohort analysis template lets you group customers based on start date, plan type, or other attributes. Then it shows how each cohort’s revenue or retention changes over time. This helps you pinpoint which groups are more likely to expand, churn, or renew—and guides your next growth moves.
Absolutely. Our templates are fully editable spreadsheets: you can customize formulas, add new visualizations, or incorporate additional data. If you need deeper help, our experts are available to tailor everything to the specifics of your business.
Yes! Equals is a full-featured spreadsheet. You can build your own analyses of your Stripe data, or you can connect to other datasources like Salesforce, Hubspot, or your SQL database. Many of our customers report on all of their metrics from Equals, not just subscription data.
We recommend setting up a daily push of your ARR and other key subscription metrics into Slack. That way, your team always has the latest numbers without chasing down spreadsheets or logging into multiple tools.