The document discusses the AARRR framework for measuring user engagement and monetization. It consists of Acquisition, Activation, Retention, Referral, and Revenue. Acquisition involves how users come to the site. Activation measures initial user experience. Retention tracks repeat visits and engagement over time. Referral captures how likely users are to refer others. Revenue measures how users generate money for the business. Key metrics like Cost Per Acquisition and Lifetime Value are also defined.

1. AARRR – Pirate Metrics
@oxygenaccel
www.oxygenaccelerator.com
Simon Jenner
Oxygen Accelerator
@simonjenner

2. AARRR
-Acquisition - users come to the site from various channels
-Activation – users enjoy 1st experience
-Retention - users come back re-visit site
-Referral - users like it enough to refer others
-Revenue – users pay
@oxygenaccel
www.oxygenaccelerator.com

3. AARRR
@oxygenaccel
www.oxygenaccelerator.com

4. ACQUISITION
@oxygenaccel
www.oxygenaccelerator.com
-What?
- SEO, Social Media, Blogs, Email
- Affiliates, Direct, pay per click adverts
-Measure?
- Unique visits, visitor sources, user demographic,
cost per acquisition
CPA

5. ACTIVATION
@oxygenaccel
www.oxygenaccelerator.com
-What?
- Landing page optimization
- UI/UX iterations
- Value proposition
-Measure?
- Conversions (signup, download)
- Bounce rate
- Dwell time CPA

6. RETENTION
@oxygenaccel
www.oxygenaccelerator.com
-What?
- Email reminders, notifications, newsletters
- Notifications, popups
- Re-target advertising
-Measure?
- Monthly active users (MAU)
- Web re-visits
- Email open %
- Click though % from reminder/notification LTV

7. REFERRAL
@oxygenaccel
www.oxygenaccelerator.com
-What?
- Social sharing, discounts, invitations, competitions
-Measure?
- Viral Loop or virality ratio
- Invite to signups (1:0.2)
CPA

8. REVENUE
@oxygenaccel
www.oxygenaccelerator.com
-What?
- In app purchases, subscription, one off payment
-Measure?
- Revenue per user
LTV

9. FUNNEL
2:1
@oxygenaccel
www.oxygenaccelerator.com
50,000
Visitors Clicks on more information button
Clicks on start free trial
Completes registration info
Verifies e-mail address
Logs on
Logs on twice
£££££
100:1
5,000 10:1 Funnel

10. KEY
CPA LTV
@oxygenaccel
www.oxygenaccelerator.com
-Cost Per Activation (CPA)
- How much do you spend to activate each user
- Calculated by acquisition spend divided by the number of
signups
- i.e. spend £100 to get 10 users = £10 CPA
-Life Time Value (LTV)
- Revenue from customer over the length of time they stay with
you
- Calculate by monthly revenue timed by average months
retained
- i.e. £10 per month * 4 –months = £40 LTV

11. @oxygenaccel
www.oxygenaccelerator.com
IF IT MOVES
MEASURE IT

12. Acquisition &
Activation Canvas
@oxygenaccel
www.oxygenaccelerator.com
Acquisition Activation
Activity Measure Activity Measure

13. @oxygenaccel
www.oxygenaccelerator.com
CONTACT
Simon Jenner
hello@oxygenstartups.com
@simonjenner