This framework emphasizes the importance of understanding how users discover a product, their initial experience, continued engagement, willingness to refer others, and the revenue generated. - **A**: Acquisition - where / what channels do users come from? - Refers to all of the channels you use to introduce people to your product - **A**: Activation - what % have a "happy" initial experience? - Refers to users taking the desired actions, or next steps, after their first encounter with your company’s product, website, or content - **R**: Retention - do they come back & re-visit over time? - Refers to the number of users that are continuing to show interest in your product - **R**: Referral - do they like it enough to tell their friends? - Refers to users introducing your company or product to friends, family, coworkers or audience. - **R**: Revenue - can you monetize any of this behavior? - Actual revenue targets for your users --- ## References - [Product Marketing for Pirates: AARRR! (aka Startup Metrics for Internet Marketing & Product Management) - Master of 500 Hats](https://500hats.typepad.com/500blogs/2007/06/internet-market.html)