The document discusses the AARRR framework for analyzing user acquisition, activation, retention, referral, and revenue metrics on Facebook platforms. It provides examples of how each metric could be applied to a hypothetical food fight game, including strong calls to action to acquire and engage users at each stage and monetize core user behaviors. Sample metrics are illustrated for acquiring 5000 users, activating 500, retaining users for multiple visits per week, generating referrals, and earning $0.25 monthly revenue per user.
3. not just for pirates
• acquisition - # where / what
channels do users come from?
• activation - what % have a quot;happyquot;
initial experience?
• retention - do they come back & re-
visit over time?
• referral - do they like it enough to tell
their friends?
• revenue - can you monetize any of
this behavior?
6. AARRR a food fight
• acquisition Hey, Come Throw Food
• activation Get In the Food Fight!
• retention Throw More Food
• referral Invite & Involve Friends
• revenue Earn Credits for Food
7. acquisition
A
A
R
R
R
users, users, users!
Hey, Come Throw Food
•strong call to respond
•varying acquisition channels
8. acquisition
A
A
R
R
R
users, users, users!
Hey, Come Throw Food
•strong call to respond
•varying acquisition channels
‣minifeed/newsfeed
9. acquisition
A
A
R
R
R
users, users, users!
Hey, Come Throw Food
•strong call to respond
•varying acquisition channels
‣minifeed/newsfeed
‣invitations
10. acquisition
A
A
R
R
R
users, users, users!
Hey, Come Throw Food
•strong call to respond
•varying acquisition channels
‣minifeed/newsfeed
‣invitations
‣notifications
11. acquisition
A
A
R
R
R
users, users, users!
Hey, Come Throw Food
•strong call to respond
•varying acquisition channels
‣minifeed/newsfeed
‣invitations
‣notifications
‣profile box
12. acquisition
A
A
R
R
R
users, users, users!
Hey, Come Throw Food
•strong call to respond
•varying acquisition channels
‣minifeed/newsfeed
‣invitations
‣notifications
‣profile box
‣wall attachments
13. activation
A
A
R
R
R
let’s get throwing...
Get In the Food Fight!
•strong call to action
•simple!
•directional flow
•limited steps
14. activation
A
A
R
R
R
let’s get throwing...
Get In the Food Fight!
•strong call to action
•simple!
•directional flow
•limited steps
15. retention
A
A
R
R
R
Gonna hit you so good with tripe
Throw More Food
•utility
•history & stats
•social graph integration
16. retention
A
A
R
R
R
Gonna hit you so good with tripe
Throw More Food
•utility
•history & stats
•social graph integration
17. referral
A
A
R
R
R
he’s throwing what at me?
Invite & Involve Friends
•strong call to action & respond
•social graph integration
•app cross promotion
18. referral
A
A
R
R
R
he’s throwing what at me?
Invite & Involve Friends
•strong call to action & respond
•social graph integration
•app cross promotion
19. revenue
A
A
R
R
R
give me more lunch money!
Earn Credits for Food
•monetizing core behavior
•increasing engagement
•link exchange
20. revenue
A
A
R
R
R
give me more lunch money!
Earn Credits for Food
•monetizing core behavior
•increasing engagement
•link exchange
21. conversion metrics
illust
rativ
acquisition
e
5000 acquired users
Hey, Come Throw Food
500 active users @
activation
Get In the Food Fight!
avg. 1.5 throws per visit
retention
3 visits per user per week
Throw More Food
5 invited per week of that
referral
Invite & Involve Friends
1.5 activate per week
revenue
$0.25 per user per month
Earn Credits for Food