Definition

AARRR is a framework used in the business to improve the customer journey for the growth in business. AARRR stands for Acquisition, Activation, Retention, Referral, and Revenue.

The shape of the framework is a funnel shape because the acquisition phase earns the most users and it decreases as it goes through each phase in the framework.

1. Acquisition

Acquisition refers to all of the channels and methods you use to introduce the product to people. This phase is where people get to know about the product.

Some of the tactics for this phase are:

• SEO (Search Engine Optimization)

• SEM (Search Engine Marketing)

• PR (Public Relations)

• Social Media

• Marketing Campaigns

• Apps and Widgets

• Referrals

• Newsletter

• Guest Post

• Outreach

• Free Trial

• Q&A

Some of the metrics used to measure acquisition are:

• CTR (Click-Through Rate)

• CPM (Cost Per Mile)

• CPI (Consumer Price Index)

• CPA (Cost Per Acquisition)

• CAC (Customer Acquisition Cost)

• CPL (Cost Per Lead)

• Bounce Rate

• CR (Conversion Rate)

<aside> 📌 The metrics depend on channel

</aside>

2. Activation

Activation refers to users taking the next step from acknowledging the company’s products, contents, or website by being active.

Some of the tactics for this phase are:

• Social Media

• Marketing Campaigns

• Content Marketing

• Newsletter

• Lead Nurturing

• On-Boarding

• Screencast

• Blank states