What is the AARRR Pirate Metrics Framework?

AARRR explained

AARRR stands for Acquisition, Activation, Retention, Referral, and Revenue. Developed by Dave McClure, this framework helps startups focus on key metrics for growth. It's also known as "pirate metrics" because the acronym sounds like a pirate's exclamation—"AARRR!"

Detailed breakdown of AARRR metrics

Acquisition

Acquisition shows how users find your product. Common channels include SEO, social media, and marketing campaigns. Key metrics are the number of new signups and Customer Acquisition Cost (CAC).

Activation

Activation measures initial user engagement. It focuses on actions like account creation and feature exploration. Important metrics include the activation rate and time to activate.

Examples of AARRR metrics in action

Retention

Retention tracks ongoing user engagement. Key metrics are the retention rate and churn rate. These show how many users stick around and how many leave. For more details, you can refer to the Retention Chart | Statsig Docs and Statsig Glossary - Churn Rate. You can also explore the Retention Chart | Statsig Docs for specific cohort analysis.

Referral

Referral measures user recommendations. Metrics include the number of invites shared and recipient conversion rates. These metrics show how effectively users spread the word. For guidance on tracking these metrics, see Conversion Rate Optimization and learn more about Metrics | Statsig Docs.

Revenue

Revenue indicates income generation. Key metrics are Monthly Recurring Revenue (MRR) and Average Revenue Per User (ARPU). These help gauge financial performance. For a deeper understanding, visit Statsig Glossary - Monthly Active Users (MAU) and Average Order Value. You can also explore the Statsig Glossary - Primary and Secondary Metrics for more insights.