Here Be Metrics: Discovering Pirate Metrics for Growth Marketing

Last Updated April 27, 2021

(A)AARRR! We're Navigating Pirate Metrics in Growth Marketing

At EmberTribe, we call ourselves masters of paid traffic, but there’s a lot more to what we do than just running paid ads. We engage in growth marketing—aka a full-funnel approach to marketing that takes all stages of the customer lifecycle into consideration.

Cat in pirate costume

13 years back, start up genius David McClure introduced the world to pirate metrics. Pirate metrics, or AARRR, is a 5 step model for creating a customer lifecycle that increases conversions without breaking the bank. This model instructs businesses to focus on conversion metrics in these categories:

  1. Awareness
  2. Acquisition
  3. Activation
  4. Retention
  5. Referral
  6. Revenue 

Here’s how McClure originally devised the customer lifecycle model. 

Image Credit: 500 Hats

But since then, a sixth category has come into play at the top: awareness. While awareness is notoriously difficult to accurately measure, it definitely contributes to that crucial audience waiting at the top of your funnel.

So, to reiterate, this model and the metrics that fit within it can be used to build a funnel and marketing framework that’s primed for conversions. We think that's worth talking about!

So, over the next few months we will be sharing a blog series that breaks down the pirate metrics—what you should know, what you should be tracking, and how to rethink “traditional” marketing with a growth-focused mindset.

We're calling this series "Here Be Metrics" after the habit of ancient map makers marking unknown territories with depictions of monsters. Don't worry, though...there's nothing to be scared of here!

You can keep up with us as we navigate the choppy waters of growth marketing by subscribing to our blog below 👇

Jump on a call with one of our growth experts. We'll talk about your goals and create a strategy to get results. 


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