AARRR model slide deck

The AARRR model is a proven framework that helps product marketers, growth strategists, and startup founders optimize their customer journey from awareness to revenue.

Whether you're refining your acquisition strategy, improving retention, or driving referrals, this template breaks down each stage into actionable steps.

What is an AARRR model template?

The AARRR model – also known as the Pirate Metrics framework – is a five-step funnel that tracks and optimizes customer behavior:

1. Acquisition – How users find your product
2. Activation – How quickly users experience value
3. Retention – How well you keep users engaged
4. Referral – How often users recommend your product
5. Revenue – How your product generates income

This template provides a structured format to analyze each step, identify gaps, and refine your strategies for sustainable growth.

Who is it for?

This template is ideal for:

• Product marketers looking to improve customer engagement and retention
• Growth marketers focused on optimizing acquisition and conversion rates
• Startup founders who need a clear roadmap for scaling their user base
• Customer success teams working to reduce churn and increase advocacy

If you're responsible for driving growth, improving user experience, or increasing revenue, this framework will help you make data-driven decisions and scale effectively.

How to use the template

1. Define your funnel – Map out each stage of the AARRR model based on your current customer journey.
2. Analyze key metrics – Identify what’s working and where users are dropping off at each stage.
3. Refine your strategies – Use insights from the template to optimize acquisition channels, improve onboarding, boost retention, and drive referrals.
4. Track and iterate – Continuously test different approaches, measure impact, and adjust your strategy accordingly.

Download your AARRR model slide deck

AARRR model template

1 A A AARRR Model Step 1: Acquisition Step 2: Activation Step 3: Retention R R R Step 4: Referral Step 5: Revenue

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