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AARRR: the Pirate Metrics model and the user lifecycle

1 min read

The Pirate Metrics model (AARRR) is so named because it consists of 5 stages that make up the user lifecycle:

  • Acquisition: You acquire the user: from various channels.
  • Activation: Your user tries and enjoys their first visit to your site - happy user!
  • Retention: The user continues to use visit your site, indicating they like your site.
  • Referral: The user likes your site and¬†refers others to the site.
  • Revenue: Users conduct some monetization behaviour (or goal completion)

Watch Dave McClures video from the Seattle Ignite talk on Startup Metrics for Pirates:

Or view the presentation.