Connect Stripe and BigQuery

Why do Stripe and BigQuery Need to Be Connected?

Stripe is a powerful payment processing SaaS platform. BigQuery is a data warehouse that helps businesses manage and analyze their data. Both offer a rich set of data, but connecting Stripe to BigQuery in a way that provides precise attributed data conversions can be tricky.

Stripe customer data without proper first-party attribution doesn’t allow you to leverage the reporting capabilities of other reporting tools you may be using alongside BigQuery Data Warehouse. It is impossible to accurately measure growth of monthly recurring revenue by channel without attributing sales to original marketing sources.

Combining browser and server-side tracking data allows to populate BigQuery with Stripe payments, subscriptions and other conversion events - each attributed to the original customer source.

A Complete Solution for Integrating Stripe and BigQuery

Able Customer Data Platform is the ultimate Stripe and BigQuery integration.

It combines browser tracking with server API integrations, sending website activity and purchases to BigQuery for management and analysis.

Able introduces an easy to use data schema that combines first-party tracking and first-touch attribution based on the concept of a CustomerCustomer associates Events that happen on website and in Stripe by associating these Events using Customer KeysCustomer Keys are Customer attributes that uniquely identify a customer across events and devices. The most common ones are email and phone.

All of this happens in Able CDP automatically, by using Able's own website and form tracking data and Stripe webhooks.

Connect Able to Google BigQuery to obtain access to all Stripe sales enriched with customer sources in real-time and use them to build reports in BI applications such as in Looker Studio (formerly Google Data Studio) and Google Sheets.

How Able CDP Integrates Stripe and BigQuery

Able makes it easy to feed all Stripe conversion data into BigQuery in real-time. It allows you to report on actual Stripe revenue rather than conversions to leads, attributing all subsequent Stripe revenue to the original visitor and campaign — even if it occurs weeks after the initial visit.

Able tracks Stripe subscriptions and payments by processing web hooks from Stripe and attributing them to the original visitor on Stripe tracked by Able, which Able sends information to BigQuery.

Able CDP combines browser and back-end tracking to:

  1. store original customer source, UTM parameters, referrer URL and landing for every touchpoint.
  2. track lead and sign-ups forms to associate customer details with website visitor.
  3. send attributed conversion data into BigQuery using a server-to-server integration with Stripe.

4 Steps to Connect Stripe with BigQuery by Using Able CDP

Step 1. Sign up for a free account

Complete the sign up form to get instant access to your Able trial account for free.

Step 2. Install Able tracking code on the website

After signing up for a free account, Able CDP will prompt you to add code to your website. The tracking code is necessary to allow Able to link further Stripe conversions with the original visitor and TikTok click Id.

Add lead form URLs to the HTML Forms Tracking section to let Able automatically recognize the sign-up and lead forms you're using. Any standard lead form widgets that we could detect during the account setup will appear in the Dynamic Lead Forms Tracking section.

Press "Generate" in the Get Code section to generate a unique tracking code to add to your site.

Able CDP page view tracking doesn't install its own cookies and relies on third-party identifiers such as Google Analytics Client Id to connect customer activity between website pages. Please enable cross-domain measurement in Google Analytics if your landing and lead/order pages are hosted on different domains.

Step 3. Connect Able to Stripe

Click "Add Service Integration" on the "Funnel" tab and choose Stripe.

Connect all platforms you use to Able CDP for the most efficient integration.

Follow the instructions displayed. They will differ depending on the type of Stripe payments you are using. The conversion event that needs to be tracked depends on whether you're using Stripe Subscriptions (and, correspondingly, generate Stripe Invoices for each payment) or just the Checkout alone.

Open Stripe Dashboard, and add a webhook endpoint, following the instructions displayed in Able.

Stripe sample webhook settings for tracking subscription payments and cancellation events and sending them to BigQuery data warehouse using Able.

Able CDP will now receive webhooks from Stripe, automatically attributing Purchases to Customers by customer emails and phones.

A summary view of Stripe purchases appearing in Able CDP dashboard.

In addition to tracking Stripe invoice payments, Able supports tracking of Stripe one-off payments. The set up is almost identical to tracking paid invoices, except the event name set in Stripe webhook settings should be 'payment_intent.succeeded' instead of 'invoice.paid'. There are additional capabilities to track the start and cancellation of subscriptions as well as refunds.

Step 4. Connect Able to BigQuery

To connect, open Able Dashboard, open "BigQuery" tab and follow the steps to connect Able to your Google Cloud account and choose Google Cloud project to create a database for syncing the data to.

  1. In the Google Cloud Console, on the project selector page, select or create a Google Cloud project.
  2. Optional: If you select an existing project, make sure that you enable the BigQuery API. BigQuery API is automatically enabled in new projects.

After connection, Able will create a new BigQuery dataset named according to the selected funnel UUID. The dataset will conform to the following schema.

  • Visitors belong to the Funnel. Each Visitor represents a single unique customer. In Able BigQuery connector each dataset has data for a single funnel and this relationship is effectively unused.
  • Visitor Keys belong the Visitors. Visitor keys are unique identifiers used to identify a customer and link customer activity (Events) across platforms.
  • Events are events that happen to a Visitor. PageViews and Purchases are examples of the supported events.

See more on the BigQuery Connector page.

Learn More

Read more about Able CDP tracking and attribution engine and how it utilizes a customer journey database to correctly attribute all purchases to the original visitors.

Discover SaaS conversion funnel tracking best practices.


Start integrating Stripe and BigQuery right now

Don't just take our word for it

Software companies, e-commerce stores and various types of digital businesses around the world are using Able CDP to fundamentally improve their marketing strategy.

We have been looking for a tool that could help gain better insights into our marketing efforts. We tried many, but none of them worked until we found Able. The reason Able CDP works for us, is that it is simple and does not try to reinvent the wheel but rather builds on existing tools and software out there. It helps us link our 'offline' sales to our marketing efforts and have it show up in Google Analytics. It then further helps us to optimize the digital marketing efforts by sending the real conversions (sales) to the marketing platforms. We seem to have finally closed the circle of our efforts and it will help us understand better and better what works, what doesn't and how to fix it or reallocate budgets.

Kjeld Schigt
Kjeld Schigt
Managing Director of Kalon Surf
Kalon Surf