AARRR framework
Also called pirate metrics, AARRR helps teams connect user behavior to growth outcomes. Each stage should have a small set of measurable events or KPIs: how users arrive, reach value, return, invite others, and generate revenue. The framework is a diagnostic model rather than a fixed funnel; teams should adapt stage definitions to their business and avoid optimizing one stage at the expense of long-term value.
What is AARRR framework?
The AARRR framework organizes the customer lifecycle into five stages: Acquisition, Activation, Retention, Referral, and Revenue.
Why it matters
Also called pirate metrics, AARRR helps teams connect user behavior to growth outcomes. Each stage should have a small set of measurable events or KPIs: how users arrive, reach value, return, invite others, and generate revenue. The framework is a diagnostic model rather than a fixed funnel; teams should adapt stage definitions to their business and avoid optimizing one stage at the expense of long-term value.
Example
A mobile app tracks installs for acquisition, completed setup for activation, week-four return for retention, successful invites for referral, and subscription revenue for revenue.