AARRR (also known as Pirate Metrics, Startup Metrics) is a Framework of Growth created for Dave McClure. I have applied the framework across 13 businesses' and even built a Software Platform with prebuilt Marketing Hacks that you can deploy to your website based on this framework.

In basic terms, Growth comes from one of the following 5 sources. They can all be optimised to lead to further growth for your business.

Acquisition
How are you acquiring visitors? This is what most people focus on, bigger ad spend, more SEO, PPC, Social Media Marketing is the talk of the town. Sure, if you double your traffic you should double your sales, but it's not the fastest nor the easiest way to grow.

Activation
How many of your website visitors turn into customers? This is also known as Conversion Rate Optimisation. You want to optimise your website, checkout/onboarding flow as much as possible to maximise the number of people that are activating as customers.

Revenue
Another way to grow your business is by optimising your revenue, can you create more channels of revenue? upsell existing customers on another product? Offer Enterprise support at a fee? or for a subscription, recover more failed payments? You've already built an audience so don't be scared to market multiple products to drive growth.

Retention
How well are you retaining your customers? For subcriptions this is essential to your business surviving. If you're losing customers faster than you can find them you're on a one way ticket to startup graveyard.

Optimise your retention by delivering an awesome service, gathering feedback, understanding your customers and being the best product on the market. For other businesses, retention can be measured by repeat business - keep your customers coming back.

Referrals
Finally, referrals - the most influential form of marketing.

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