AARRR: the Pirate Metrics model and the user lifecycle


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.