AARRR Framework for User Jouney

Roshni Mohandas
2 min readFeb 7, 2022
Photo by sohail shaikh on Unsplash

I am taking udacity course, notes from there

AARRRR is a growth framework that breaks down business growth by user journey into five main components

  1. Acquisition
  2. Activation
  3. Retention
  4. Referral
  5. Revenue

Each phase represents a part of the user journey

Acquisition: This phase refers to ways that potential users discover the product and company. This uses ways to expose the product to the potential audience. Some examples would be using search engine results, social media shares we help users find us. Referral program to refer potential users

Activation: Ways for potential users to realize the product value and become a user. Examples include a strong landing page encouraging users to sign up for an account on the website, a promotional effort giving extra credit when a user signs up for an account

Retention: Ways to engage and delight users, so they stay active and don't leave the product. Examples of retention engagement include actions of engagement with content on the platform (view, post, search), create a powerful search function so users find information that they need

Referral: Existing users to share the product with others. Examples include inviting coworkers to join the product, a shareable link that allows non-users to use the product

Revenue: Ways that the business monetizes and generates revenue. Examples include having users sign up for a paid account. Charging users a fee for specific features, showing advertisements on the platform to gain revenue



Roshni Mohandas

Entrepreneur, Data Scientist , Startup , Hustler : 100% follow back