AARRR

Growth framework used to track key stages of the customer lifecycle, helping businesses focus on the right metrics. The acronym stands for Acquisition, Activation, Retention, Referral and Revenue and is often called the “Pirate Metrics” because of what it sounds like.


1. Acquisition: How do potential customers find you? This stage focuses on driving traffic to your product or service through channels like SEO, social media, ads, etc.

2. Activation: How do users experience a positive first interaction? This refers to the moment users engage with your product meaningfully (e.g., signing up, completing a key action).

3. Retention: Are users coming back? This is all about keeping users engaged and ensuring they continue using your product or service over time.

4. Referral: Are users recommending you to others? This stage tracks how often satisfied customers refer others to your product, helping it grow organically.

5. Revenue: How do you make money? The final stage is about monetizing users, whether through subscriptions, sales, or other business models.