An age-old framework used in Startup marketing is Pirate Metrics (also known as AARRR).
Depending who you ask, more or less: Acquisition. Activation, Revenue, Retention/Referral, Retention.
Where to start? Let’s walk through an eCommerce example we put together going through the five stages.
Impacting 9 different levers by just 10% (in green) has the compound effect of DOUBLING the Return on Ad Spend:
a) Traffic Delivery (CPM)
b) Creative Performance (CTR)
c) Content Engagement / Messaging (Bounce Rate)
d) Micro-Conversion (Add to Cart)
e) Conversion Rate (CR%)
f) Average Order Value (AOV $)
g) Abandoned Cart Recovery (ACR%)
h) Referral Rate (RR%)
i) Re-purchase (LTV)
Work for the small wins. They add up.
Thanks for attending the CMA webinar.
As mentioned, here are some useful resources: