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Measure with Pirate Metrics AARRR


Pirate Metrics are a great starting point for people who need to know how to measure their apps' performance. As a marketer or digital product manager, you can work with your design and development team to capture metrics on these critical aspects:

  • Acquisition - how many people come to your app, where do they come from?
  • Activation - how many people "get" your product to the point they want to start using it?
  • Retention - how long to people keep using your app? Where do they abandon it?
  • Referral - do people encourage their friends and family to use the app?
  • Revenue - does the app generate money? Which customer segments are the biggest spenders?

Note: They are called pirate metrics because these criteria spell "AARRR"!

We see Pirate Metrics as a good lense through which to look at a digitial product. This can be especially helpful during product design and strategy. You can ask questions such as "How will we facilitate referrals to lead to organic growth?". Or "What tricks can we use to increase retention?".

We recommend using pirate metrics whilst designing your app. It will help you focus on the important things and ask the right questions. Then, once your app is built, you can see how it is performing.

Pirate Metrics assume you're growth is going to be based on the value you give to customers. There is a great [](article on product-led growth) on Growth Hackers.

Alternatives to AARRR Pirate Metrics include the Google HEART and the North Star metrics framework.

Our opinion

Adopt  We wouldn't hesitate to adopt this and would use it ourselves when appropriate.