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 2007 http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html

This is AARRR! 1. What
is AARRR? 5 stages to measure Acquisition Activation Retention Revenue Referral

Acquisition
Activation
Revenue
Retention
Referral

1. What is AARRR? users
touch site/app for the first time Acquisition Activation Retention Revenue Referral

1. What is AARRR? users
have first “happy” experience Acquisition Activation Retention Revenue Referral

1. What is AARRR? Acquisition
Activation Revenue Referral users come back again to site/app Retention

1. What is AARRR? Acquisition
Activation Revenue Referral users refer site/app to other people Retention

1. What is AARRR? Acquisition
Activation Referral Retention Revenue users 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 B C common languageindividual perceptions

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

3. Example of AARRR For
an eCommerce Site Example 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 App Example 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

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