# Platform growth

Identify and act on opportunities to grow revenue and margins for your Connect business.

The [Platform growth page](https://dashboard.stripe.com/connect) in your Dashboard offers the following tools for growing your Connect business:

- [Recommendations](https://docs.stripe.com/connect/dashboard/grow-your-connect-business.md#recommendations): View specific margin-growth opportunities that Stripe has identified for your business. You can take action on a recommendation from its details page.
- [Campaigns](https://docs.stripe.com/connect/dashboard/grow-your-connect-business.md#campaigns): Offer limited-time promotional pricing for selected payment methods to connected accounts. You can apply a campaign to payment methods currently in use, or use it as an incentive for your connected accounts to use new payment methods.

## Prerequisites 

- Your Connect platform pays Stripe fees:
  - If you use customer-configured `Account` objects, [defaults.responsibilities.fees_collector](https://docs.stripe.com/api/v2/core/accounts/object.md#v2_account_object-defaults-responsibilities-fees_collector) is `application`
  - If you use `Customer` objects, [controller.fees.payer](https://docs.stripe.com/api/accounts/object.md#account_object-controller-fees-payer) is `application`
- You have access to the platform growth private preview
- You enable the [Platform pricing tool](https://docs.stripe.com/connect/platform-pricing-tools.md) (required for campaigns)

## Recommendations 

In the first week of each calendar month, Stripe analyzes your payments activity over the previous month and generates recommendations for increasing your margins. You can see them on the [Recommendations tab](https://dashboard.stripe.com/connect/growth/recommendations) of the Platform growth page. You can see the recommendations with the greatest potential improvements in the **Highest impact** section at the top of the page.

To view more information about a recommendation and take action on it, click it to open its detail page.

### Types of recommendations 

Stripe provides recommendations in the following categories:

- **Expansion**: Recommendations for introducing or increasing the use of local payment methods (LPMs) among the connected accounts that we think are most likely to adopt them.
- **Pricing**: Recommendations for pricing changes on specific segments.
- **Integration:** Recommendations for integration changes.

### Expansion recommendations

Expansion recommendations include the following types:

- Turn on a local payment method in your platform settings for all connected accounts
- Turn on local payment methods by default for a group of connected accounts

They provide supporting information such as the following:

- Number of eligible connected accounts
- Eligible connected accounts that are highly likely or less likely to benefit from the recommendation
- Total incremental volume
- Incremental margin increase across eligible connected accounts

You can take action on an expansion recommendation from its detail page by creating a [campaign](https://docs.stripe.com/connect/dashboard/grow-your-connect-business.md#campaigns) to promote payment methods or by updating your platform payment method settings.

### Pricing recommendations

Pricing recommendations include the following types:

- Identify payment methods with a negative margin
- Identify connected account countries where charges have a negative margin
- Identify combinations of connected account country and customer country where charges (including domestic charges) have a negative margin
- Identify specific segments with negative margins, defined by various combinations of attributes, such as payment method, card network, and card category
- Identify charges where the platform earns no margin

They provide supporting information such as the following:

- Margin loss for a segment
- Take rate (percentage of each payment that your platform retains as revenue) for a segment
- A historical segment benchmark based on the median take rate of peer platforms, defined according to your vertical (such as practice management or auto shop software), region, and processing
- Historical volume trend for a payment method
- Top accounts contributing to margin loss

When we display benchmark take rates for peer platforms, we provide the definition of the peer group. If we don’t find enough peers for a specific group, we attempt to provide a more generally defined group. (For example, if we don’t find enough peer platforms for the “manually entered credit cards in the US” segment, we might try to use a segment defined as “credit cards in the US.”)

You can take action on a pricing recommendation by clicking **Update pricing** to open the [platform pricing tool](https://docs.stripe.com/connect/platform-pricing-tools.md). If you don’t use the platform pricing tool, make the pricing change in your internal pricing engine. Use the [Connect margin reports](https://docs.stripe.com/connect/margin-reports.md) or your internal data warehouse to determine an appropriate pricing structure.

### Integration recommendations

Integration recommendations include the following types:

- Identify opportunities to retain application fees when charges are refunded
- Identify opportunities to retain application fees when charges are disputed
- Identify disputed charges where transfers to connected accounts weren’t reversed

They provide supporting information such as the following:

- Margin loss for a segment
- Take rate for a segment
- Historical take rate for a segment
- Historical volume for a segment
- Top accounts contributing to margin loss

Some of the actions you can take on an integration recommendation include the following:

- Update your refund policy and process to retain application fees
- Update your dispute policy and process to retain application fees or reverse transfers

## Campaigns 

Campaigns are time-bound promotional pricing rules for selected groups of connected accounts and payment methods. You can create and manage them on the [Campaigns tab](https://dashboard.stripe.com/connect/growth/campaigns) of the Platform growth page.

A campaign can offer promotional pricing for either a set of currently active payment methods or a set of newly offered payment methods.

### Connected account eligibility

Connected accounts must meet the following criteria to be eligible for inclusion in a campaign:

- The account is a valid connected account.
- Your platform manages the account.
- Your platform pays Stripe fees for the account.
- The account isn’t scheduled for an overlapping campaign.
- Stripe can [enable the payment method for the account](https://docs.stripe.com/connect/payment-methods.md#determine-eligibility) in the campaign country without introducing new requirements.

### Configure a campaign 

To create a campaign, select the **Campaigns** tab and click **+ Create campaign**.

1. **Objective**: Select whether to enable new payment methods for the campaign or to apply the campaign to current payment methods.
1. **Payment method configuration**: (new payment methods only) Specify the target [payment method configuration](https://docs.stripe.com/payments/payment-method-configurations.md). Stripe enables the new payment methods only for the selected configuration.
1. **Duration**: Select start and end dates for the campaign. The start date must be at least 2 days from the current date. Stripe applies promotional pricing from the start date through the day before the end date. If the campaign applies to new payment methods, Stripe enables them on the start date. However, Stripe doesn’t disable them on the end date.
1. **Campaign name**: Provide a name for the campaign.
1. **Internal notes**: Optionally, add a note. Only platform users can see the note (connected accounts can’t).
1. **Location**: Select the country for this campaign. The campaign applies only to connected accounts and available payment methods in the selected country.
1. **Payment methods**: Select the payment methods for promotional pricing.
   - If the campaign applies to current payment methods, you can only select payment methods that are currently enabled in the selected payment method configuration.
   - If the campaign enables new payment methods, then you can only select payment methods that are `off_by_default` in the selected payment method configuration. You can’t select payment methods that are `blocked` or payment methods that are already enabled.
1. **Account selection**: Select a group of connected accounts to receive the campaign’s promotional pricing. You can select a Stripe-defined recommendation or upload a CSV file of account IDs. The accounts can use the v1 or v2 API. To download a CSV containing the accounts in one of the Stripe recommendations, click the number of accounts link.
1. **Set up promotional pricing**: Create one or more promotional pricing rules for the campaign. Each included payment method must have at least one promotional rule apply to it. This promotional pricing overrides any conditional or fallback rules for the selected accounts. However, fee [modifiers](https://docs.stripe.com/connect/platform-pricing-tools/pricing-schemes.md#fee-modifier) and additional fees still apply.
1. **Review and schedule**: Review the campaign summary and make any edits, if needed. Then click **Schedule campaign**.

When you schedule a campaign, Stripe validates the set of target accounts to confirm that they’re eligible for the campaign, which can take a few minutes. After it completes, you can download a CSV of validation results from the campaign details page. Each account listed in the CSV has a `status` of either `enrolled` or the reason it isn’t eligible.

After you schedule a campaign, you can’t change its configuration.

### Cancel a campaign 

You can cancel a scheduled or active campaign. Canceling an active campaign immediately removes all of its promotional pricing. However, canceling an active campaign doesn’t disable the payment methods that it enabled.

### View applied promotional pricing 

You can see active campaign promotional pricing on the [Platform pricing](https://dashboard.stripe.com/settings/connect/platform_pricing) page, and promotional pricing applied to a connected account in the **Monetization** section of its [detail page](https://dashboard.stripe.com/connect/accounts).

### Campaign statuses 

Each campaign displays one of the following status badges next to its name:

| Status       | Description                                                                                                                                                                                                                                   |
| ------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| (Draft)      | The campaign is created, but not finalized.                                                                                                                                                                                                   |
| (Scheduling) | You’ve requested that Stripe schedule the campaign. This can take a few minutes.                                                                                                                                                              |
| (Scheduled)  | The campaign is scheduled, but not yet started.                                                                                                                                                                                               |
| (Active)     | Promotional pricing is active and, if the campaign enables payment methods, they’re enabled.                                                                                                                                                  |
| (Completed)  | The campaign has ended and its promotional pricing no longer applies. If it enabled payment methods, they remain enabled.                                                                                                                     |
| (Canceled)   | If the campaign was canceled before its start date, then it had no effect. If the campaign was canceled while it was active, then Stripe removed its promotional pricing at that time but didn’t disable any payment methods that it enabled. |