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AARRR Metrics

Examine customer behavior through acquisition, activation, retention, referral and revenue. Define what counts as success at each stage and record the period and denominator. Retention, referral and revenue do not always form a linear funnel, so do not compare rates without checking their definitions.

AARRR Metrics

Target customer
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Measurement period
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Last updated
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Business
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Measurement units and denominators

Measurement unit and denominator definitions
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Metrics from acquisition to revenue

StageMetric / event definitionDenominatorActualRate (%)Findings / improvement ideas
Acquisition—————
Activation—————
Retention—————
Referral—————
Revenue—————

Stage to improve first

Stage to improve first
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Source / reference