“aarrr” metrics all startups should know

April 2014 pLucky Inc.

“AARRR” Metrics All Startups Should Know

1. What is AARRR? 2. Why is AARRR important? 3. Example of AARRR

1. What is AARRR? 2. Why is AARRR important? 3. Example of AARRR

AARRR is…1. What is AARRR?

A set of metrics startups should know

introduced by Dave McClure in 2007http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html

This is AARRR!1. What is AARRR?

5 stages to measure

AcquisitionActivationRetention

RevenueReferral

Acquisition

Activation

RevenueRetention

Referral

1. What is AARRR?

users touch site/app for the first time

AcquisitionActivationRetention

RevenueReferral

1. What is AARRR?

users have first “happy” experience

AcquisitionActivationRetention

RevenueReferral

1. What is AARRR?

AcquisitionActivation

RevenueReferral

users come back again to site/app

Retention

1. What is AARRR?

AcquisitionActivation

RevenueReferral

users refer site/app to

other people

Retention

1. What is AARRR?

AcquisitionActivation

ReferralRetention

Revenueusers take

monetization actions

1. What is AARRR? 2. Why is AARRR important? 3. Example of AARRR

AARRR helps you see the whole service

2. Why is AARRR important?

AARRR

checks service growthchecks bits of results

MAU

Revenue

New Users

actions are vague

AARRR helps you focus on specific problems

2. Why is AARRR important?

improve activation

improve site/app

?

actions are specific

AARRR helps your team communicate

2. Why is AARRR important?

A BC

common languageindividual perceptions

1. What is AARRR? 2. Why is AARRR important? 3. Example of AARRR

3. Example of AARRR

For an eCommerce SiteExample Metrics

Acquisition people of 2+ clicks / people visited first time

Activation people viewed 3+ items / people visited first time

Retention people visited 1+ next week / people visited

Referral people pressed like button/ people visited

Revenue people paid for item / people visited

3. Example of AARRR

For a Camera AppExample Metrics

Acquisition people registered account / people installed

Activation people posted 3+ photos / people registered

Retention people posted next week / people registered

Referral people shared photo / people posted photo

Revenue people clicked ad / people used app

Good Luck with AARRR!Check out URL below for a free analytics tool!

http://striking.ly/trylogbook

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