Hey everyone! I had a massive reality check this month and wanted to see if other founders have experienced this.

We use Stripe for billing and HubSpot as our CRM. Our dashboard looked incredibly healthy, MRR was growing, and deals were marked as "Active." But out of curiosity, we cross-referenced our active paying users with our actual product analytics (Mixpanel/PostHog).

Turns out, almost 12% of our paying customers hadn't logged into the app in over 20 days. They were "ghosts." Because their Stripe subscription hadn't failed yet, our CRM was completely blind to the drop-off, and our CS team was doing nothing to save them.

We ended up having to build a native bridge to pipe usage data directly into HubSpot to fix this.