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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
HubSpot can’t perform cohort analysis because it lacks the ability to group customers by acquisition periods and track their revenue behavior over time. You can see individual customer revenue, but calculating cohort retention rates and expansion patterns requires analysis capabilities that HubSpot doesn’t offer.
Here’s how to create automated MRR cohort analysis reports that update with your live HubSpot revenue data and provide the retention insights subscription businesses need.
Build automated cohort tables that update with live HubSpot data using Coefficient
Coefficient extracts customer and deal data from HubSpot into HubSpot spreadsheets where you can build cohort analysis tables that automatically update. This gives you the longitudinal revenue tracking that HubSpot’s native reporting simply can’t provide.
How to make it work
Step 1. Import customer and deal data for cohort analysis.
Connect to HubSpot and extract contact creation dates, deal close dates, subscription amounts, and renewal information. Use dynamic filters to segment customers by acquisition month or quarter, automatically updating as new cohorts are added to your HubSpot database.
Step 2. Build cohort calculation tables.
Create spreadsheet formulas that calculate MRR retention, expansion, and contraction rates for each cohort across multiple time periods. Use SUMIFS and COUNTIFS functions to group revenue by cohort and track how each group’s MRR changes over months or quarters.
Step 3. Set up automated cohort updates.
Schedule weekly or monthly refreshes to automatically update cohort analysis with new HubSpot revenue data. The Append New Data feature preserves historical cohort data while adding new periods, maintaining the longitudinal analysis essential for meaningful cohort reporting.
Step 4. Generate cohort visualizations and alerts.
Use spreadsheet charting capabilities to create cohort heatmaps and trend analysis that show retention patterns visually. Configure automated notifications when cohort performance metrics fall below defined thresholds, helping you identify retention issues early.
Get the retention insights you need
Automated MRR cohort analysis reveals which customer segments drive sustainable growth and where retention efforts should focus. With live HubSpot data and automated updates, your cohort reports stay current without manual work. Start tracking cohort performance today.
