![]() ![]() This refers to users introducing your company or product to friends and coworkers. ![]() Returning to your product repeatedly over a given timeframe.Spending a given amount of time on your site or appĪfter you’ve “activated” new users by persuading them to take action, you’ll want to monitor how many of these users are continuing to show interest in your product. ![]() This could include:Īctivation refers to users taking the desired actions, or next steps, after their first encounter with your company’s product, website, or content. In the AARRR framework, acquisition refers to all of the channels you use to introduce people to your product. Here are a few examples of each: Acquisition Metrics: How Does the AARRR Pirate Metrics Framework Work? Step 1: Identify your AARRR Pirate Metrics.Īs McClure shows in his blog introducing the AARRR pirate metrics framework, your first step is to identify conversion metrics for each of these five user behaviors. Here is a summarized version of McClure’s own sample AARRR metrics chart. Therefore, you’ll see many product management and marketing professionals refer to it this way as well. Note: Because of its funny pronunciation (say it out loud), McClure also calls AARRR his “Pirate Metrics” framework. Second, help these companies use the right data to gauge the success of their product management and marketing efforts, then improve those initiatives that aren’t working. First, show young companies how to narrow their focus to only those metrics that can directly affect the health of their business. ![]() McClure saw that many startup companies were easily distracted by superficial metrics, such as likes on social media. Revenue – Are our personas willing to pay for this product?) Who Created AARRR and Why?ĭave McClure, a Silicon Valley investor and founder of 500 Startups, developed the AARRR framework. Referral – Do users like the product enough to tell others about it? Retention – Are our activated users continuing to engage with the product? AARRR Pirate Metrics framework is an acronym for a set of five user-behavior metrics that product-led growth businesses should be tracking: acquisition, activation, retention, referral, and revenue.Īcquisition (or awareness) – How are people discovering our product or company?Īctivation – Are these people taking the actions we want them to? ![]()
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