Pirate metrics is a helpful customer-lifecycle framework invented by Dave McClure from 500 startups that you can use to determine where you should focus on optimizing your marketing funnel, to make the most of your scarcest resource — your time.

Don’t worry, you don’t need to be a pirate

Pirate metrics is essentially a way of categorizing different metrics and KPIs, and is made up of the metric “categories” Awareness, Acquisition, Activation, Revenue, Retention, Referral — or AAARRR for short (like a pirate. Pirate metrics, get it?)

I suggest you head on over to Slideshare to read the original slide deck outlining Pirate Metrics. During my time as a marketer I have adapted Dave’s methodology a bit to better suit my needs as a “marketer’s marketer.”

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