The AARRR framework (also known as Pirate Metrics) organizes product metrics by the user journey. Each stage answers a different question about your product's health.
Acquisition
How do we get users?
Track how users discover and sign up. Quality matters more than quantity.
Activation
Do users reach their aha moment?
Activated users retain at 3-5x higher rates. Often the highest-leverage stage.
Retention
Are users staying?
The foundation of sustainable growth. Problems here cascade into every other metric.
Revenue
Are we making money?
Track monetization and unit economics. Target LTV:CAC of 3:1 or better.
Referral
Do users recommend us?
Users who love your product become your best acquisition channel.
Cross-Stage Filters
Beyond journey stages, two cross-cutting views help identify which metrics matter most:
Leading Indicators
Metrics that predict future outcomes. Activation drops today mean lower retention in 30 days and lower revenue in 60-90 days.
Examples: Activation Rate, TTV, Day 1/7/30, Churn, NPS
Health Metrics
The vital signs executives and investors watch. These answer whether your business model is working.
Examples: MRR, NRR, LTV:CAC, Quick Ratio, Churn