ChartMogul
Type: tool
Stage: Stage 5: Payment Proof
Difficulty: intermediate
Full-featured subscription analytics including cohort analysis, customer segmentation, LTV per plan, and revenue forecasting. Free under $120K ARR with Stripe, Paddle, and PayPal integration. The step up from Stripe's native dashboard for founders who need cohort-level clarity on what's churning and why.
Overview
ChartMogul is the step up from ProfitWell for founders who have passed first revenue and need cohort-level clarity on what's happening to the customers they've already acquired. It's free under $120k ARR. Above that threshold, it's $119.99/month — but at Stage 5, you're not there yet. The difference between ProfitWell and ChartMogul is depth. ProfitWell shows you aggregate metrics. ChartMogul shows you how specific customer cohorts behave over time. That distinction matters when you're trying to understand whether churn is a product problem, a pricing problem, or a customer segmentation problem.
What it does
ChartMogul builds cohort retention charts automatically from your Stripe data. You can see the January cohort, the February cohort, and the March cohort side by side — and immediately identify whether a product change improved or worsened retention for customers who signed up after it shipped.
It also segments customers by plan, acquisition channel (if you pass UTM data), geography, and MRR range. This lets you answer questions like: "Are my annual customers churning at the same rate as my monthly customers?" and "Do customers who come from Reddit retain better than customers who come from my email list?"
How to set it up at Stage 5
Create a free ChartMogul account. Connect Stripe via the native integration — no API key required, just OAuth. ChartMogul backfills your historical data immediately.
The most valuable view to set up first is the cohort retention chart. Under Analytics → Cohorts, select "Customer Retention" and set it to monthly cohorts. This gives you the most complete picture of whether your product is delivering ongoing value.
What to watch
Look at your first cohort's retention curve. A healthy SaaS product retains 80%+ of customers through month two. If you see a sharp drop between month one and month two — common in products where the initial novelty wears off before the core habit forms — your onboarding needs work, not your acquisition.