UX & marketing
AARRR funnel template
Pirate metrics: acquisition, activation, retention, referral, revenue
What’s inside
- Nodes
- 13
- Packs
- CoreInfographic
- Category
- UX & marketing
Works on the Free plan: 15 diagram nodes + 150 notes, text, stickers & mind map topics per diagram.
The AARRR funnel, also called pirate metrics, splits growth into five stages: acquisition, activation, retention, referral, and revenue. This template draws the funnel as five bars with a metric card next to each stage and a tip note to keep the team focused.
The sample numbers show a product with ten thousand monthly visitors and a typical drop at each stage. Replace them with your own figures and the biggest leak becomes visible right away. That stage is usually where the next experiment should go, rather than spending more on acquisition.
When to use it
- Reviewing growth metrics in a weekly or monthly meeting.
- Choosing which part of the funnel to improve next.
- Explaining product metrics to a new team member or an investor.
- Planning experiments for a marketing or product team.
How to use it
Replace the sample values with your current numbers for each stage.
Edit the metric labels so they match how you define activation, retention, and the other stages.
Highlight the stage with the largest drop and add notes with the experiments you want to try.
Save a named revision each month so you can compare the funnel over time. Free keeps up to 3 named revisions per diagram; Pro keeps a longer history.
Questions
What does AARRR stand for?
Acquisition, activation, retention, referral, and revenue. The framework was popularised by Dave McClure as a simple way for startups to track the whole customer lifecycle.
Does the funnel calculate the numbers for me?
No. The template is a visual layout; you type the figures from your analytics tool. Keeping a named revision per month gives you a simple history without another dashboard; on Free that history holds up to 3 named revisions per diagram.
Is the AARRR funnel only for startups?
No. Any product where people move from a first visit to paying, including B2B software and internal tools, can use it, as long as the team agrees on what each stage means.
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