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Project management for growth and agile marketing professionals. Map your acquisition funnel, integrate analytics and run agile experiments.
Experiment results
Recent experiments results include competitor SEO, AI-driven content, exit-intent modals and AB testing homepage headlines.
Case Studies
We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results.
LAURA PERROTT
Global Director of Brand & Digital, Colt
Certified
We are vetted mentors with Growth Mentor and a partner with the Agile Marketing Alliance.
What is AARRR?
AARRR, also known as Pirate Metrics, is an acronym to remember the 5 core levers that can help a business to grow. The letters stand for Acquisition, Activation, Retention, Referral and Revenue.
| Lever | Definition | Questions |
|---|---|---|
| Acquisition | Finding new customers | How do customers find you? |
| Activation | Making sure they like the product | How quickly do customers get to your “Aha-moment”? |
| Retention | Keeping customers happy | What % of customers do you retain? Why are you losing others? |
| Referral | Getting people to tell their friends | How do you turn customers into advocates? |
| Revenue | Making money | How can you increase revenue? |
Below we have included the original presentation from Dave McClure, founder of the venture capital firm 500 Startups and inventor of the Pirate Metrics (AARRR) framework.
Why use Pirate Metrics?
The Pirate Metrics framework gives you a simple yet comprehensive framework to understand and optimise the entire customer journey, helping you identify opportunities, measure the impact of your growth marketing efforts, and make data-driven decisions.
“Startup metrics for pirates: AARRR! Acquisition, Activation, Retention, Referral, Revenue. Focus, prioritise, and improve these 5 key metrics, and you will be successful in growing your business.”
Dave McCure
How can I use AARRR in my marketing?
Pirate metrics can be thought of as similar to the buyers journey in that it provides a lens through which to think about the customer journey and how people interact with your business.
Dave McClure, the founder of 500 Startups, first introduced the AARRR framework in his 2007 presentation, “Startup Metrics for Pirates”. You can view the slides here https://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version or download a pdf copy here.
Got questions? Ping me on LinkedIn or on Twitter.
Other glossary terms
Here are some related glossary terms you may find helpful.
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Recent experiments include competitor SEO, AI-driven content, exit-intent modals and AB testing homepage headlines.
