AARRR template
Easily optimize your business's customer experience and measure success. Use this template
What is a AARRR template?
The AARRR template helps your team analyze user behavior through five key funnel stages: acquisition, activation, retention, referral, and revenue. It's designed to improve the customer journey, growth, and overall performance.
Who is this template for?
This template is helpful for a wide range of professionals and teams:
- Product managers: Ensure product experiences drive more activations and improve the customer retention rate.
- Marketers: Fine-tune campaigns to optimize user acquisition strategies.
- Growth teams: Spot opportunities to drive growth throughout the funnel.
- Customer success teams: Focus on retaining customers and encourage referrals through them.
How to use this template
- Start using the AARRR template by inviting all your teammates to the Space and brainstorming user action for each stage.
- In the Acquisition stage, understand how potential customers will find your products or services and determine how to reach them. Define metrics such as the average time spent on your product page, conversion rate, and sale value at this stage.
- For the Activation stage, list how you'll try to convert prospects from the acquisition phase. Common conversion metrics include email registration, account signup, newsletter subscription, and the first purchase.
- In the Retention stage, highlight all the scenarios where a user returns to your app or website. Here are some ways to measure your retention efforts: social media engagement, repeated website visits, email opens, and other inbound marketing link visits.
- In the Referral stage, list ways to use existing customers to promote your products or services. Set up referral program metrics, such as web analytics and coupons, to measure growth.
- For the Revenue stage, list factors for pricing your products or services to ensure your growth increases. Set up metrics—such as click-through rate, customer acquisition cost, and average order value—to measure your conversion rate.