AARRR pirate metrics

AARRR 해적 지표

A five-stage view of acquisition, activation, retention, referral, and revenue.

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html
<div class="stage"><div class="label">AARRR · ILLUSTRATIVE FLOW</div><div class="funnel"><div class="row"><b>ACQUIRE</b><i></i><em>100</em></div><div class="row"><b>ACTIVATE</b><i></i><em>65</em></div><div class="row"><b>RETAIN</b><i></i><em>40</em></div><div class="row"><b>REFER</b><i></i><em>18</em></div><div class="row"><b>REVENUE</b><i></i><em>12</em></div></div></div>
css
.stage{position:relative;width:min(94vw,760px);height:min(88vh,310px);font:800 clamp(10px,max(3.4vmin,1vw),15px)/1.25 sans-serif}.stage *{box-sizing:border-box}.label{font-size:clamp(10px,max(3.4vmin,1vw),12px);letter-spacing:.1em;color:var(--muted)}.accent{color:var(--accent)}.pill{border:1.5px solid var(--fg);border-radius:999px;background:var(--surface);padding:.5em .8em}.hint{position:absolute;right:2%;bottom:0;font-size:clamp(10px,max(3.4vmin,1vw),12px);color:var(--muted)}.funnel{position:absolute;inset:17% 2% 4%;display:grid;gap:clamp(4px,1.1vmin,9px)}.row{display:flex;align-items:center;gap:2%;min-height:0}.row b{width:27%;font-size:clamp(10px,max(3.4vmin,1vw),15px)}.row i{height:75%;background:var(--accent);box-shadow:3px 3px var(--line);transform-origin:left;animation:fill 4s ease-in-out infinite alternate}.row:nth-child(1) i{width:60%}.row:nth-child(2) i{width:39%;animation-delay:.2s}.row:nth-child(3) i{width:24%;animation-delay:.4s}.row:nth-child(4) i{width:11%;animation-delay:.6s}.row:nth-child(5) i{width:7%;animation-delay:.8s}.row em{font-style:normal;color:var(--muted)}@keyframes fill{from{transform:scaleX(.15)}to{transform:scaleX(1)}}

AARRR groups customer behavior into acquisition, activation, retention, referral, and revenue to reveal where growth stalls. Real journeys do not always follow that exact linear order.

The demo shows people moving through five stages with drop-off. Define the denominator and time window for each metric before comparing rates.

When to use

Use it to map growth metrics and discuss which stage needs attention.

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