AARRR on the
Facebook Platform

AARRR what?

not just for pirates •
acquisition - # where / what channels do users come from? • activation - what % have a quot;happyquot; initial experience? • retention - do they come back & re- visit over time? • referral - do they like it enough to tell their friends? • revenue - can you monetize any of this behavior?

AARRR on platforms

AARRR on platforms

AARRR a food fight •
acquisition Hey, Come Throw Food • activation Get In the Food Fight! • retention Throw More Food • referral Invite & Involve Friends • revenue Earn Credits for Food

acquisition A A R R
R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels

acquisition A A R R
R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed

acquisition A A R R
R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations

acquisition A A R R
R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations ‣notifications

acquisition A A R R
R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations ‣notifications ‣profile box

acquisition A A R R
R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations ‣notifications ‣profile box ‣wall attachments

activation A A R R
R let’s get throwing... Get In the Food Fight! •strong call to action •simple! •directional flow •limited steps

activation A A R R
R let’s get throwing... Get In the Food Fight! •strong call to action •simple! •directional flow •limited steps

retention A A R R
R Gonna hit you so good with tripe Throw More Food •utility •history & stats •social graph integration

retention A A R R
R Gonna hit you so good with tripe Throw More Food •utility •history & stats •social graph integration

referral A A R R
R he’s throwing what at me? Invite & Involve Friends •strong call to action & respond •social graph integration •app cross promotion

referral A A R R
R he’s throwing what at me? Invite & Involve Friends •strong call to action & respond •social graph integration •app cross promotion

revenue A A R R
R give me more lunch money! Earn Credits for Food •monetizing core behavior •increasing engagement •link exchange

revenue A A R R
R give me more lunch money! Earn Credits for Food •monetizing core behavior •increasing engagement •link exchange

conversion metrics illust rativ acquisition
e 5000 acquired users Hey, Come Throw Food 500 active users @ activation Get In the Food Fight! avg. 1.5 throws per visit retention 3 visits per user per week Throw More Food 5 invited per week of that referral Invite & Involve Friends 1.5 activate per week revenue $0.25 per user per month Earn Credits for Food