AARRR (Pirate Metrics)
Dave McClure's framework for measuring startup growth through five stages: Acquisition, Activation, Retention, Revenue, and Referral. The most widely used growth metrics framework.
When to Use
Use AARRR when you need to diagnose where in the customer journey you're losing users. Best for early to mid-stage startups establishing their growth metrics dashboard.
Origin & Background
Created by Dave McClure (500 Startups) in 2007. Named "Pirate Metrics" because AARRR sounds like a pirate. Became the standard framework for measuring startup growth funnels.
Framework Steps
Acquisition
How do users find you? Track channels, CAC, and volume.
Activation
Do users have a great first experience? Track signup-to-value metrics.
Retention
Do users come back? Track DAU/MAU, cohort retention curves.
Revenue
Do users pay? Track conversion, ARPU, LTV.
Referral
Do users tell others? Track viral coefficient, NPS.
Applied Scenarios
AARRR for API Products
Apply AARRR metrics to API-first products where developers are the primary users.
View application →AARRR for B2B Enterprise
Adapting pirate metrics for enterprise sales with longer cycles, multiple stakeholders, and account-based growth dynamics.
View application →AARRR for Content Platforms
Apply AARRR to user-generated content platforms where both creators and consumers matter.
View application →AARRR for E-Commerce
Adapting pirate metrics for e-commerce businesses where purchase cycles, repeat orders, and referral dynamics differ from SaaS models.
View application →AARRR for Freemium Mobile Apps
Adapt AARRR for mobile apps with freemium monetization models.
View application →AARRR for Marketplaces
Applying AARRR to two-sided marketplaces where you must track pirate metrics for both supply and demand sides simultaneously.
View application →AARRR for Mobile Apps
Applying pirate metrics to mobile applications where app store dynamics, push notifications, and session-based engagement create unique patterns.
View application →AARRR for SaaS Startups
Applying pirate metrics to SaaS startups to identify funnel leaks, optimize conversion, and build a growth engine from acquisition through referral.
View application →Ehsan Jahandarpour
AI Growth Strategist & Fractional CMO · Forbes Top 20 Growth Hacker · TEDx Speaker · 716 Academic Citations