AARRR template

Develop a model for customer behavior and measure your marketing efforts.

The AARRR model—sometimes also referred to as “Pirate metrics” based on how it sounds when you read it aloud—was developed by Dave McClure. This model is based on five types of measurement of user behavior: Acquisition: Where/what channels do users come from? Activation: What percentage have a happy initial reaction? Retention: Do they come back and revisit over time? Referral: Do they like it enough to tell their friends? Revenue: Can you monetize any of this behavior?

About the AARRR template

What does AARRR stand for?

AARRR stands for Acquisition, Activation, Retention, Referral, and Revenue. Each of these letters represents a type of user behavior that can be measured—for example, acquisition can be measured by the number of people who visit your site or view more than two pages, while activation can be measured by the number of people who sign up for your email newsletter or who create accounts.

Why use the AARRR model?

The AARRR model is widely followed within the startup world because these five metrics focus on growth while also being simple and actionable.

Easy to use

Easy to use

Save time by using our pre-made AARRR template instead of creating your own from scratch. Get started by signing up for free to update it with your own information.

Built-in collaboration

Built-in collaboration

Invite your team members to collaborate on your new AARRR template. Miro enables you to engage co-located and remote teams on a virtual whiteboard, without constraints.

Seamless sharing

Seamless sharing

Need to share your AARRR template with others? Miro has multiple exporting options, like saving to PDF.

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