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AAAAR
| Name | Function | Metrics |
|---|---|---|
Acquisition | Generate attention through a variety of means, both organic and inorganic | Traffic, mentions, cost per click, search results, cost of acquisition, open rate |
Activation | Turn the resulting drive-by visitors into users who are somehow enrolled. | Enrollments, signups, completed onboarding process, used the service at least once, subscriptions. |
Retention | Convince users to come back repeatedly, exhibiting sticky behavior. | |
Revenue | Business outcomes (which vary by your business model: purchases, ad clicks, content creation, subscriptions, etc.) | Customer lifetime value, conversion rate, shopping cart size, click-through revenue. |
Referral | Viral and word-of-mouth invitations to other potential users. |