Subscriber cohorts and cohort retention in Billing

Stripe assigns cohorts to subscribers based off of when they first started generating positive Monthly Recurring Revenue (MRR) by starting active paying subscriptions.

For all subscribers in a cohort, we measure retention by checking to see whether a subscriber churned during a given month, based on Coordinated Universal Time (UTC). Retention is the percentage of subscribers from that cohort that haven’t yet churned by the end of the month.

After a subscriber churns, if they re-subscribe, they will remain a part of their original cohort.