It's never been more important for marketers, sales teams, and product managers to be data-driven. But how can three seemingly disparate teams align around a single analytical framework? Thanks to the "AARRR" or "Pirate Metrics" funnel popularized by Growth Hacking, we can unify metrics across marketing, product and sales to develop a holistic understanding of any business with a digital presence. This presentation, which was part 3 of Galvanize Boulder's "What the Funnel" workshop series in February 2018, walks through each step of the Pirate Metrics funnel, describing key metrics to measure, and how to measure them with free or low-cost digital tools.

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Funnel
Analytics
AN OVERVIEW OF
by Seth Familian // @sethfam1
for What The Funnel @ Galvanize Boulder

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A lil’ bit about me
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Procraftinator
Strategist
Growth Hacker
Educator
Data Viz Nerd

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About Familian&1
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part of
.co

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About Familian&1
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We measure & automate growth strategy…
…by interconnecting world-class cloud platforms:
part of
.co

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Today: Part III of What the Funnel!
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Today: What we’ll discuss
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1. The “Pirate Metrics” Funnel
2. KPIs to measure at each step
3. Analytical Tools to measure KPIs
4. Automation Tools to boost KPIs

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The Pirate Metrics Funnel: AARRR!
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Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Goal: optimize each conversion rate
before driving “top of funnel” volume!
“Top” “Bottom”

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KPIs to measure at each step of the funnel
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Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources

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Tools to measure and boost KPIs
9
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
let’s explore each funnel step in depth

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Measuring Acquisition
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Acquisition
how do people find you?
Volume
Engagement
Sources

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Measuring Acquisition Volume
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Acquisition
how do people find you?
Volume
Engagement
Sources

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Measuring Acquisition Engagement
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Acquisition
how do people find you?
Volume
Engagement
Sources

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Measuring Acquisition Engagement
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Acquisition
how do people find you?
Volume
Engagement
Sources

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Measuring Acquisition Sources
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Acquisition
how do people find you?
Volume
Engagement
Sources

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Measuring Acquisition Sources
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Acquisition
how do people find you?
Volume
Engagement
Sources

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Building Trackable URLs
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Acquisition
how do people find you?
Volume
Engagement
Sources
https://ga-dev-tools.appspot.com/campaign-url-builder/
Track your campaigns in a
Google Sheet or Airtable!

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Step 2: Activation!
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Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Conversion %

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Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Measuring Activation with Goals
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Conversion %

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Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Measuring Activation with Goals
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Conversion %

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Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Analyzing Goal Completions
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Conversion %

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Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Analyzing Goal Completions
21
Conversion %

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Step 3: Retention!
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u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %

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Measuring Retention with Segments
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u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %

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Measuring Retention with Segments
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u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %

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Measuring Retention with Segments
25
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %

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ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Driving Referrals
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Referrals
do they tell others?
Conversion %
Viral coefficient

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ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Measuring Referrals
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Referrals
do they tell others?
Conversion %
Viral coefficient

28. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
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Referrals
do they tell others?
Conversion %
Viral coefficient

29. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
29
Referrals
do they tell others?
Conversion %
Viral coefficient

30. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
30
Referrals
do they tell others?
Conversion %
Viral coefficient

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Measuring Revenues
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tion
e back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Visits
n metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Conversion %

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Measuring Revenues
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tion
e back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Visits
n metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Conversion %

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To recap…
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Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources

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Do even more with Daisy-Chaining!
34
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources

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Thank You!
AND THAT’S IT!
seth@fam1.co · @sethfam1
Let’s keep in touch.