AARRR, Learn about Acquisition, Activation, Referral, Retention & Revenue metrics

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