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The UNITE Pirate Metrics Funnel (AAARRR)

The Pirate Funnel allows you to easily identify bottlenecks in your customer acquisition and retention process to help you reach your goals as you build and scale.

Structures your marketing and sales funnel in clear steps

Covers typical growth drivers you can leverage and provides you with the measures you need to optimize them

Helps you identify the bottlenecks you need to focus on

What the download contains

  • The UNITE Pirate Metrics Funnel with examples
  • The UNITE Pirate Metrics Funnel as a PowerPoint canvas ready to be used in your innovation initiative
  • The Growth-Hacking process, to help you understand the context in which you would use the funnel
  • The UNITE Innovation Approach | Overview, to help you understand the context in which you would use the funnel
What People Are Saying

Why we use it:

AAARRR!!! Initially designed by Dave McClure, the Pirate Funnel visually represents all of the critical steps in customer acquisition and retention. As we scale, our goal is to lower Customer Acquisition Costs and increase retention. The funnel helps you identify bottlenecks and streamline your process.


The Pirate Metrics funnel is broken into Awareness, Acquisition, Activation, Revenue, Retention and Referral – in short AAARRR!
For each step, the funnel asks questions that will guide your thinking about best optimizing it. The funnel also provides examples of drivers of growth for each step. Fill in your results and conversion rates to identify your bottlenecks, and then use the G.R.O.W.S. process to overcome them.

Keep in mind that the steps of the funnel can be in a different order depending on the type of business you are in – so think about the pieces of your conversion funnel before you start using it! Use the Pirate Metrics Funnel as a canvas and define your own funnel with the metrics that are appropriate for your business.

What is the goal of the model?

Streamlining customer acquisition and retention. Nothing like a visual waterfall to show you where things are getting held up in your growth-hacking process. Use this easy tool to assess and iterate your customer acquisition and retention process.



Related tools
& models

The following tools and models support the one you are exploring. If you’re ready to go further, check them out. Download the models below and continue your journey …

Related tools & models


The following tools and models support the one you are exploring. If you’re ready to go further, check them out., download the models below and continue your journey …


Related categories

Explore the other models in the category you started with or take a look at these related categories. There is no right way to use these tools. Follow the path that works best for you and your team.

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The Origin of this Model:
» How to Create Innovation «

How to Create Innovation is a practical, comprehensive, OpenSource guide for successful corporate innovation. The UNITE initiative and movement, spearheaded by Stefan F. Dieffenbacher and Caroline Hüttinger and supported by a diverse team of industry leaders and innovation researchers, aims to spark a revolution in global innovation and transformation.


How to CREATE INNOVATION is a workbook for students, innovators, designers, and government and corporate leaders who appreciate and are curious about emerging technologies and the accelerating pace of innovation. It challenges the status quo and supports the development of the mindset, beliefs and strategies necessary for the next stage of business evolution. Leverage the UNITE innovation framework to conceptualize and build the future of your business.

Benefit from Digital
Leaderships’ experience

Digital Leadership is a strategy-execution firm built on strong and innovative values. We support our customers in strategizing, building and securing their future through the creation of fully digitally enabled, and extraordinarily successful, products and businesses. Our agile, lean, fast-track business setup, coupled with access to an extensive pool of highly specialized and trusted resources (customized for each customer’s journey), allows for ideating and building in an effective and meaningful way.

Shared goals are the cornerstone of our customer approach. To date, our team has successfully led 74 projects with numerous global players across all industry sectors, ranging from $50,000 projects to $100 million ones. But helping our customers’ build their futures is not enough. We are committed to changing the world through the sharing of powerful innovation and transformation practices. Join the UNITE movement and help us start an innovation revolution.
Stefan F. Dieffenbacher
Founder & Managing Director of Digital Leadership

»We build digital winners.
It's what we are made for. Let's create winning digital businesses – together. And, at the same time, let’s create a world worth living in.«


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