AARRR: Dave McClure's Pirate Metrics

• Acquisition: How do potential customers get to know us??
  • SEO
  • Social media
  • Marketing campaigns
  • Apps and widgets
  • Advertising
• Activation: How many customers are satisfied with their shopping experience?
  • Visiting additional pages
  • Experimenting with additional features
  • Spending a given amount of time on your site or app
  • Signing up for your newsletter
  • Signing up for your free trial
• Referral: How many customers suggest that other people should consider your business?
  • Emails with referral promotions embedded
  • Referral contests
  • Other marketing campaigns designed to make it easy to share the product with others
• Retention: How many customers return?
  • Returning to your product repeatedly over a given timeframe
  • Returning to your website
  • Opening your company's emails
  • Signing up for your RSS feed
• Revenue: How much money does each customer bring to the business?
  • Minimum revenue
  • Break-even revenue
  • Revenue that exceeds the customer acquisition cost

References

[1] Dave McClure: Startup Metrics for Pirates Slides Video