Pirate Metrics

Chris Chan

@c2reflexions

Chris Chan | @c2reflexions


ActionableChris Chan | @c2reflexions

The only metrics a

company should invest

energy in collecting are

those that help them

make decisions


The three A’s of

metrics are:

Actionable,

Accessible, and

Auditable- Eric Ries


“AARRR”


Acquisition

Activation

Retention

Revenue

ReferralChris Chan | @c2reflexions

Acquisition

Is all about getting users

“Oh look, the Scumm Bar looks good, let’s go in”


Activation

This is where your user’s enjoy their first visit and have a “happy” experience

“Aarrr, this beer is good!!”


Retention

If the user comes back you’ve retained them

“I’m going back to the Scumm Bar for another beer”


Revenue

The user spends some money or can be connected to revenue generation; this is what really counts

“Time to settle up lads”


Referral

Users now like your product enough to tell others

“You should visit the Scumm Bar”

This is how you grow


Acquisition

Activation

Retention

Revenue

Referral

User is interested

User signs up and completes key activity

User comes back and uses the product

User converts to a paying customer

User shares with others

Dave McClure

Unware Visitor

Passionate, Happy CustomerChris Chan | @c2reflexions


Hopeful

Activation Revenue

Happy Customer

Retention

Passionate

Referral

The funnel is non-linear

Aware & interested

Acquisition Customer Factory

Remember “AARRR”

Acquisition

Activation

Retention

Revenue

ReferralChris Chan | @c2reflexions

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@c2reflexions

c2reflexions.com

Image attributions

• Slide 1: Wikipedia

• Slide 2: i.ytimg.com/vi/2qm7b1GCQ74/maxresdefault.jpg

• Slide 3: www.moviesiveseen.co.uk/2016/02/zoolander-2001.html

• Slide 4: Southpark TV Show

• Slide 16: blogs.voices.com

• Secret of Monkey Island screenshots: LucasArts Entertainment

Business

Pirate Metrics