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AARRR and the FB Platform

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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.

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AARRR on the Facebook Platform
AARRR what?
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?
AARRR on platforms
AARRR on platforms
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
acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels
acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed
acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations
acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations ‣notifications
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
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
activation A A R R R let’s get throwing... Get In the Food Fight! •strong call to action •simple! •directional flow •limited steps
activation A A R R R let’s get throwing... Get In the Food Fight! •strong call to action •simple! •directional flow •limited steps
retention A A R R R Gonna hit you so good with tripe Throw More Food •utility •history & stats •social graph integration
retention A A R R R Gonna hit you so good with tripe Throw More Food •utility •history & stats •social graph integration
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
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
revenue A A R R R give me more lunch money! Earn Credits for Food •monetizing core behavior •increasing engagement •link exchange
revenue A A R R R give me more lunch money! Earn Credits for Food •monetizing core behavior •increasing engagement •link exchange
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

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AARRR and the FB Platform

  • 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