How do I see my Stripe revenue by country?

Three countries, three meanings

A Stripe payment can carry several country fields, and they answer different questions.

• The card’s country. On a card payment, payment_method_details.card.country is the “two-letter ISO code representing the country of the card”, which Stripe says you could use “to get a sense of the international breakdown of cards you’ve collected” (Stripe: the Charge object). It’s where the card comes from, not where the person lives.
• The billing address. billing_details.address.country on the charge is the billing information on the payment method at the time of the payment. It can be empty: Checkout’s default for billing_address_collection is auto, which “will only collect the billing address when necessary” (Stripe: create a Checkout Session).
• The customer’s address. The Customer object has its own address, which is what Stripe Tax falls back to for subscriptions and invoices after the shipping address (Stripe: collect customer addresses).

So the same person can be “GB” by card, empty by billing address and “DE” by customer address. None of them is wrong. Card country is the one Stripe names for an international breakdown, and it doesn’t depend on you collecting an address; the customer’s address is closer to “where they live”, when you have it.

Get it from Stripe, step by step

1. In the Dashboard, open the Balance summary report and pick your date range.
2. In the Balance change from activity section, click Export, choose CSV and the itemized format.
3. Customise the columns. The itemized report can include card_country, card_address_country and customer_address_country, next to reporting_category, gross and net (Stripe: Balance report columns).
4. Open the file in a spreadsheet. Keep the rows where reporting_category is charge, and do the same for refund if you want net figures (Stripe: reporting categories).
5. Make a pivot table: rows by country, sum of net (or gross).

The amounts in this report are in your settlement currency, after any currency conversion (Stripe: Balance summary report), so you can add up countries that paid in different currencies without converting them yourself. If you settle in more than one currency, check the currency column and pivot each one separately.

For a region view (“Europe”, “North America”), add a column that maps each two-letter code to the region you care about and pivot on that instead.

If you’d rather write a query than make a spreadsheet, Sigma gives you SQL over your payments, customers and subscriptions inside the Dashboard. It’s a paid Stripe product, but free to try in a sandbox.

Things that make the numbers look off

• Empty country columns. Billing and customer addresses are only there if you collected them. If most rows are blank, use card_country, or set Checkout to collect the billing address.
• Non-card payments. card_country only exists for cards. The newest itemized report version also has a plain country column, which Stripe fills from the card country or billing address for cards and from the payment method type for others, such as US for ACH (Stripe: Balance report columns).
• Subscriptions. A customer paying monthly appears once per payment, so a country with a few long-standing subscribers can outweigh one with many new ones. That’s revenue, not customers: count distinct customer ids too.

With Nordva Launch

Connect Stripe with a restricted key (read-only, GET requests only, every plan), and Insights shows paying customers and revenue per country (the country on the customer’s Stripe address) without an export, next to where each customer first came from. Revenue by referring site and by country works on every plan; Launch reads 30 days of Stripe history on Free, 90 on Indie and 730 on Builder. Start free, no card.