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How to integrate Stripe with Wicked Reports

Everything to know about the Stripe to Wicked Reports integration.

Table of Contents

  1. Why people integrate Stripe & Wicked Reports
  2. Integration Requirements
  3. How to integrate Stripe with Wicked Reports
  4. What Happens After Integration
  5. Non-Stripe Orders
  6. Upsell Orders and Software
  7. Subscription Attribution and Reporting
  8. Product Attribution and Reporting
  9. Cohort Reporting
  10. Gross vs Net Revenue Reporting
  11. Other
  12. Testing & Troubleshooting
  13. FAQ


Why people integrate Stripe & Wicked Reports 

  • Looking to get ROI on Google & Facebook ad spend
  • Leads take time to buy from your CRM and want to connect customer lifetime value from Stripe revenue back to ad spend
  • High value subscription customers and you’d like the recurring purchase to track back to the top and middle of the funnel ad clicks
  • Ad Platform conversion tracking is taking credit for email abandoned cart campaigns that are actually converting the sales
  • Pixel conversion is inaccurate, missing subscription conversions, inaccurate ROI, or taking credit for other channel’s conversions.

    Integration Requirements

    The Stripe setup process is fast and simple with our Stripe Integration Wizard. 

    Integration Requirement #1 :
    If  you already are using another native integration to send ALL your orders to Wicked (e.g. Shopify, Ontraport, etc), then do NOT authorize Stripe. This will cause duplicate orders.
     Integration Requirement #2:
    "Customers" must be either be created in Stripe so that for every Stripe "Order" or "Subscription" is assigned a "Customer" record OR the purchases must have the customer's email address somewhere in the "Data Object".
    How to integrate Stripe with Wicked Reports
     Integration Requirement #3:  
    Products  and "Plans"  must also be in Stripe
    How to integrate Stripe with Wicked Reports
    How to integrate Stripe with Wicked Reports
     Integration Requirement #4:
    All "Customers" should have either an " Invoice"  which represents a Subscription or an " Order"  which represents a One-Time purchase.  Not just a "Payment"
    How to integrate Stripe with Wicked Reports

    How to integrate Stripe

    Add your Stripe Secret API key for every Stripe account which you want to be tracked by Wicked Reports.  Multiple accounts are allowed.  Simply click the Connect button next to Stripe and follow the connection wizard.
    How to integrate Stripe with Wicked Reports
    You will need to get your Live Secret Key from Stripe
    1. In Stripe, Click "Developers"
    2. Select "API Keys" from left-hand menu
    3. Next to Secret key, Click "Reveal live key" and copy it
    4. Paste Live Secret Key into Wicked Reports Stripe Setup
    If all of integration requirements are met, then we should be pulling in your order and product data properly.

    What Happens After Integration

    • Historical Orders
      Wicked Reports will retrieve your entire Stripe order history for cohort and customer lifetime value reporting.
    • Order Tracking
      You will need to place our tracking code on your entire checkout process:
    • When will I see my data?
      Each morning, at about 12 pm UTC, Wicked Reports updates its database. This is when we retrieve the previous day's Stripe orders, attribute them back to clicks, leads, and ad spend, and update your reports.

    Orders Outside Your Stripe Account

    If you also have orders happening outside of the ones appearing in your Stripe account each day, you can authorize another order source from the Setup->Authorizations menu.

    Only authorize additional order sources that have unique orders not already found in your Stripe account.  If you use Stripe to process your Shopify orders, you do NOT need to authorize Stripe with Wicked Reports, only Shopify.

    Upsell Orders and Software

    Wicked Reports works easily with CartHook.  If you have different upsell software, we can possibly integrate, please discuss with your Customer Success rep.  It is likely you will need to use our Order API to send us the Upsell orders.

    Subscription Attribution and Reporting

    If your subscriptions are managed inside of Stripe, Wicked Reports will detect and chain the subscriptions together.  This allows for accurate, valuable customer lifetime value to be attributed to your marketing efforts.

    Product Attribution and Reporting

    Wicked Reports reports off the product names that are in your Stripe account.  You can validate this by going to the Wicked Report's product report.

    Note: For product attribution to work, then you need to create product IDs and names within Stripe and then have them attached to customers and invoices at the time of sale. Alternatively, if you're product info is stored within the metadata of Stripe transactions, then we'll be able to receive your metadata via API and report on it as well.

    Without one of these two options in place, then Wicked Reports marketing attribution will still work but the product attribution and product reporting will not.

    Cohort Reporting

    Approximately 1 day after you have integrated Stripe and your CRM data (Klaviyo, ActiveCampaign, HubSpot, Drip, Infusionsoft, Ontraport, Mailchimp, OmniSend, etc) with Wicked Reports, you will have access to powerful cohort customer lifetime value reporting.  You can take advantage of these reports before a single click is tracked or attributed!

    Wicked connects the CRM lead information with the historical Stripe sales and revenue data so you can see time to 1st purchase, accumulated customer lifetime value by month, and time to break-even based on cost per lead and cost to acquire the customer.

    Click here for our Complete Guide to Cohort Reporting.

    Historical Tracking Data

    Some of our clients already have tracking (or, attribution) data stored in their CRM from past effort's to track and attribute customer lifetime value back to ad spend.  If you have this data, you can send it to Wicked Reports.  We will then attribute your custom tracking data to Stripe sales & revenue.

    Gross vs Net Revenue Reporting

    Wicked's Gross Stripe revenue = Gross order amount

    Wicked's Net Stripe Revenue  = Gross order amount - discounts - refunds

    Note:  If we receive a charge with status = failed, Customer LTV report will show 'FAILED'. Everything else is 'APPROVED'.

    Other Items

    Wicked has the ability to skip charges that are transferred into your account. Please open a ticket with support to have this enabled in your account.


    By default, $0 orders are imported from Stripe but ignored while processing data. This can be changed so that $0 orders are included during daily processing by opening a ticket with support@wickedreports.com. Once enabled, the account will need to be reprocessed and going forward, all $0 orders will be included in daily processing.

    Testing & Troubleshooting

    The Stripe Wicked Reports integration generally works without issue to bring in the sales from the previous day.  The risk areas are subscriptions and products - they are dependent on how you setup and use Stripe.  See those sections above.

    How to test the tracking of a Stripe order

    Stripe customers can use the Wicked Reports tracking validation tool. 

    1. Go to Setup-> Tracking Validation
      How to integrate Stripe with Wicked Reports
    2. Click on "Manually Validate URL" and then select the Sales Tracking option. Paste in your URL and start test
      How to integrate Stripe with Wicked Reports
    3. After making the test purchase and reaching the thank you page, come back to Wicked Reports and click End Test.

    How to Validate Wicked Report order and revenue data matches your store

    Wicked Reports order count and revenue amount will usually match your shopping cart order system numbers.

    If the numbers are off slightly, here are possible causes:

    • Time zone differences between your source system and Wicked Reports (EST).
    • Confirm you are looking at gross or net revenue in both systems.
    • Orders that are entered with back-dates, edited days later, or deleted days later - Wicked misses those, we pull a day's orders one-time only.
      **Note: When using Stripe, please confirm that you have all the required data integration requirements for a successful stripe integration with Wicked Reports.
      To confirm that we are properly pulling your Order Data, you can follow these steps:
      1) Go to Authorizations inside Wicked Reports
      How to integrate Stripe with Wicked Reports
      How to integrate Stripe with Wicked Reports
      2) Confirm that you have Authorized the correct Stripe account for pulling Order Data
      How to integrate Stripe with Wicked Reports
      3) Open your Stripe account and confirm that Customers exist.  
      How to integrate Stripe with Wicked Reports
      5) Select a Customer and confirm that they have EITHER an Invoice OR an Order (shown below).  Without this information, we will not have revenue and ROI reporting from your Stripe data.  We must have the purchases for the customers.
      How to integrate Stripe with Wicked Reports
      6) In Wicked Reports, go to the Customer LTV Report
      How to integrate Stripe with Wicked Reports
      7) Select the  ORDER / UTM SEARCH  Tab and make sure you are seeing your Order Data***
      How to integrate Stripe with Wicked Reports
      8) If you DO NOT see Orders during a selected time-frame in which you KNOW you have orders, that means we've not successfully pulled in your orders.
      *** This will take a day to populate, sometimes it takes 2 or more days if something is not correctly setup.

    To validate and reconcile orders, we recommend starting with 1 day and using this process:  My revenue doesn't match what I'm seeing in my shopping cart
    It's the exact process our Customer Success team uses.


    1. Why do I have orders associated to no-email@stripe.com? 
      1. All Stripe Orders which have NO Email Address associated with them will automatically be assigned to no-email@stripe.com. You can look up no-email@stripe.com in the customer LTV report to get a list of all the orders that do not have an email associated.