AARRR Pirate Metrics Framework

  • Research Methods
  • Quantitative
  • Analytics

The AARRR Pirate Metrics Framework is a popular way to measure the success of a user experience. The Pirate Metric acronym stands for Acquisition, Activation, Retention, Referral, and Revenue. Each of these metrics can help you track the progress of your user experience and determine whether or not it is successful.

You may have heard of AARRR Pirate Metrics before, but they are a popular way to measure the success of a user experience. The acronym stands for Acquisition, Activation, Retention, Referral and Revenue. These five metrics help you track the progress of your user experience and determine if it is successful or not.

An acquisition metric measures how many people visit a website in a given period (e.g., day). It’s important that these users come from different sources so as not just repeat visitors who already know about us - remember our goal here: making sure new customers get value from our product as soon.

Activation is a metric that measures how many of those acquired users take an action on the site or product (e.g., sign up for a trial, submit a form). This tells you if people are actually using your product and getting value from it - otherwise known as a ‘sign up’ conversion rate.

Retention is a metric that tracks how many of the activated users stick around over time (e.g., weeks, months). It answers the question: How likely are users to come back and use our product again?

Referral is a metric that captures how many active users refer their friends to join in on the fun (e.g., number of invites sent out). This metric measures the virality of a product.

Last, but not least, is Revenue which quantifies how much revenue was generated from the activities captured in AARRR (e.g., sales). This metric tells you if your product is making money and helps to answer the question: Is our user experience translating into tangible business results?

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