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title: Pirate Metrics
---
## Pirate Metrics

Dave McClure identified five high-level metric categories critical to a startup’s success: 
Acquisition, Activation, Retention, Revenue, Referral. 

He coined the term “Pirate Metrics” from the acronym for these five metric categories (AARRR).

In their book Lean Analytics, Croll and Yoskovitz interpret these metrics visually as a funnel:
![Lean Analytics Figure 5.1](https://github.com/yunChigewan/storage/blob/master/figure_5_1.jpg?raw=true)
Lean Analytics, 2013 


And with more pointed explanations as a table:
![Lean Analytics Table 5.1](https://github.com/yunChigewan/storage/blob/master/table_5_1.jpg?raw=true)
Lean Analytics, 2013

#### More Information:
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- Original Pirate Metrics Slideshow (McClure) https://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
- Lean Analytics Book Website http://leananalyticsbook.com/
- Notion has a really good guide on Pirate Metrics (including Team measures) on their [website](http://usenotion.com/aarrrt/)