AARRR vs. RARRA: Which Is Better for Your Organization


What is the AARRR framework?

The AARRR framework is a marketing and growth hacking framework that helps startups identify the most critical metrics and figure out how to optimize them.

AARRR stands for Acquisition, Activation, Retention, Revenue, Referral. Dave McClure first coined the acronym working on his startup accelerator program, 500 Startups.

Companies use The AARRR framework to increase their revenue. It’s a marketing and growth hacking framework that helps startups identify the most critical metrics and figure out how to optimize them.

Deep dive into AARRR Framework

AARRR is a framework for understanding the customer lifecycle, and it also measures and analyzes the performance of a business.

The AARRR model is often used for startups to evaluate their progress as they grow their business. It also helps them identify which areas need improvement to increase customer retention rates and revenue.

The AARRR framework is a well-known framework in the startup world. It’s used to measure how well a business is doing and is essential to any startup.

It helps startups to focus on their customer’s journey and their needs.

The AARRR framework is an acronym for the following:

– Acquisition: getting new customers

– Activation: giving them the first experience with your product or service

– Retention: keeping them engaged with your product or service, ideally by turning them into loyal customers

– Referral: getting more people to use your product or service through word of mouth recommendations from existing customers who love it

– Revenue: generating income from those customers.

You can improve your marketing strategy and create a more compelling customer experience by tracking your business metrics. The AARRR framework is a model for understanding and planning the growth of a business.

The AARRR framework is beneficial for product development because it gives businesses a systematic way of thinking about what they need to do to make their product successful.

The AARRR framework is a product development and management framework that defines the steps in the customer’s journey through the product.

The AARRR framework is one of the most popular frameworks for digital products. This framework helps entrepreneurs measure their success and make decisions on improving their products. It also allows them to create a marketing strategy for their product. Thereby helping them increase sales.

With the increased competition in the digital market, companies are getting desperate to find ways to improve their conversion rates.

The AARRR framework is becoming less effective because it doesn’t consider that customers have become more demanding. Customers are now expecting a personalized experience, and they want to be able to interact with brands on social media.

Since McClure released the AARRR pirate metrics, the market has developed significantly. You’re now confronting stretched consumer expectations while operating in an overly-saturated market, battling to find airtime on anyone’s screen. No matter how much you pay in ads, especially for product-led B2B SaaS.

At the same time, conventional pirate metrics frequently rely on sales teams to help them expand. This means that no matter how much you optimize and improve a sales process, it can only go as far as your sales team allows.

What is RARRA Framework?

In 2017, Thomas Petit and Gabor Papp revised the AARRR to RARRA stages to concentrate on regions with the most significant medium-to-long-term ROI potential. RARRA is ROI-based, while AARRR is chronological (thus the word “funnel”).


  1. Retention: Users return to the site and visit it several times.
  2. Activation: Users have a good time on their first visit: a “pleasant” user experience
  3. Referral: Users like the product enough to tell others about it.
  4. Revenue: Users engage in some monetization activities.
  5. User Acquisition: Users arrive at the site through various sources.

It is usually more cost-effective than acquisition optimization. Getting a new customer is far more expensive than keeping and increasing an existing one.

Retention efficiency contributes to referral, income, and acquisition improvement.

More About RARRA Framework

RARRA improves the client’s overall value by removing the focus on a customer conversion funnel. It pays attention to and adapts to usage patterns, and it enlists the help of existing users to persuade new consumers to switch. As a result, another shift in SaaS sales teams is more negligible or non-existent.

The new growth strategy is customer-centric, putting client retention management under the spotlight above all others. As a result, it is ROI-focused.

RARRA is in conjunction with the North Star Metric framework, popular among B2B SaaS companies. The North Star structure focuses on a single core value metric that your product provides to users, and that statistic should be the one that leads the way.

The RARRA model is gaining popularity in SAAS because it allows businesses to identify their position in the customer decision process. And what they need to do to improve their position. The model also helps companies determine which features they should offer to meet customer needs as they progress through the five stages of the decision process.

RARRA emphasizes customer lifetime value, fostering product qualified leads (PQLs), and boosting sales and cross-selling prospects. Additionally, cultivating relationships with unique visitors, turning them into power users and ultimately product ambassadors. It ideally balances product-driven and community-driven growth.

AARRR vs. RARRA: Which One to Choose?

There is no universal answer to which framework is superior because it is very dependent on the product and business. In our post,

The AARRR framework, on the other hand, can be considered a generalist in theory. It’s suitable for almost any internet business. Despite the traditional funnel approach, companies should not overlook concerns such as client retention and the overall sustainability of customer acquisition.

The RARRA Framework gives the AARRR Framework a new regime by prioritizing the individual stages. It’s perfect for app developers and products that rely on many repeat customers to succeed. The RARRA framework’s most intriguing feature is the funnel level priority.

The AARRR Framework examines a marketing channel’s conversion rate and the volume and cost-efficiency of new customers. AARRR framework does not ignore the customer lifetime value, but the emphasis is on bulk user acquisition.

As a result, based on which level of the funnel each team is working on, the AARRR Framework can rapidly lead to every team developing its perspective. As a result, each team operates independently to meet its KPIs. For example, if the marketing team obtains terrible users, the product team will struggle to satisfy retention goals.

The RARRA Framework necessitates a different experience. Assessment of all tiers of the framework is in terms of retention. It Implies that all teams will be working toward the goal. Optimizing retention entails improving the product and increasing the benefit to the customer.

Many businesses are adopting the RARRA metrics as a growth strategy. However, if it makes more sense for your organization, you may still rely on piracy metrics and employ the AARRR funnel to drive growth.

Your choice gets influenced by your business model, target market, and key performance indicators (KPIs) for your product. And anyway, you might determine that a funnel isn’t necessary at all.

There’s no reason to alter if the AARRR model is presently serving you well. However, if you believe it may be performing better—or for a more extended period—you can attempt the RARRA model and take a retention-first strategy.

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