AARRR is a marketing and product framework which helps build a transparent metrics structure for all members of a team and answer important product-related questions.
You can learn more about the AARRR framework and its stages in our guide. In this article, we’re going to look at how you can assess the efficiency of each stage using MyTracker reports.
Acquisition is the stage where users learn about a product while the business identifies the audience profile and acquisition channels.
MyTracker offers various traffic assessment solutions which can help you track key marketing metrics and carry out in-depth research on new audiences.
All of these tools are available to MyTracker clients. Still don’t have an account? Get started here! It’s fast, easy, and completely free.
The Dashboard is your primary tool as far as acquisition analysis is concerned. To get up-to-date info on the performance of your ad campaigns, use the Audience Acquisition tab.
Here, you will find a dashboard with all the most important metrics and charts. You can track campaign performance for any given period and apply filters (e.g., by partner or campaign).
Let's say your project goal for the month is to attract 50,000 new users. It'll take you just one click to open the report and see how close you are to the target. Pay attention to the key metric New devices and to the chart showing user acquisition trends. Having a trends breakdown to hand enables you to assess the likelihood of meeting your targets, as well as to optimize the project budget and streamline acquisition processes accordingly.
If you're looking for more detailed information, use the Report Builder. This is a useful tool for in-depth analytics that allows you to apply additional settings, filters, and dimensions.
Say you want to compare several ad campaigns launched this month in terms of their CTR (click-through rate) and CPI (cost per install) metrics. Here’s how you can do that.
CTR can be found in the Basic metrics menu. If you don't see a metric you need in the Report Builder, you can add it manually. So, to add the CPI metric in the builder: Select from list → Calculated metrics → + calculated metric.
Add the partner and campaign filters, and build the final report. It shows that MyCampaign_1 is the best performer in terms of CTR and CPI.
Any such report can be saved as a template and reused. To do this, simply click Save as template.
To make report building that much easier, MyTracker has templates, including ones for analyzing user acquisition. You can view them by going to Reports → Templates → Default templates.
Template reports in MyTracker eliminate the need to apply selectors and structure reports from scratch every time. They can also be used as the base for new reports.
You can enable email subscription to receive important reports at any convenient time and keep tabs on your product's metrics. Just enter your email in the Email subscription field when creating a template.
Activation is the stage where the user has an “Aha!” moment and realizes the value of your product.
Each product has its own key action, so we often have to rely on custom events to assess user activation. We’ve already shared some tips on configuring custom events in an app, and now we’ll take a closer look at how these events can be analyzed in MyTracker.
Let’s say we've learned that users remain active in the product and make purchases upon reaching level 3. In this case, the key activation event for our app would be getting to the third level.
On to the Report Builder to generate a report for this event. Configure the relevant filters: Other filters → Custom events → Custom event names.
Since we’re analyzing a funnel, it's important to know exactly where users come from. This helps us understand which ad partner or campaign brings in the most active users.
Suppose we wanted this month to be an experiment and launched an ad campaign with a new partner – MyPartner_2. We would want to know the number of attracted users to compare it with that of MyPartner_1. The key metrics here are the conversion from installs into active users and the cost per active user (CPAU). Now, let’s create the relevant calculated metrics.
As we can see from the report, the number of installs between the campaigns is more or less the same, but MyPartner_2 shows a much lower rate of conversion to activation compared to MyPartner_1 (24% vs. 48–51%), as well as a higher CPAU ($4.3 vs. $1.5).
As we can see from the report, the number of installs between the campaigns is more or less the same, but MyPartner_2 shows a much lower rate of conversion to activation compared to MyPartner_1 (23% vs. 44–47%), as well as a higher CPAU ($4.5 vs. $2).
Apart from comparing advertising channels, it's crucial to understand what stands in the way of the coveted “aha” moment. Mapping out the steps preceding activation is a way to find out. It can identify bottlenecks that prevent users from seeing your product’s value, be they too-complex sign-up or a lengthy onboarding process. MyTracker has just the tool: go to Reports → Funnels.
For instructions on how to build a funnel, see our illustrated guide.
Take the abovementioned game as an example. The “aha” moment is preceded by five key steps: Registration → Onboarding → Level 1 → Level 2 → Level 3.
Say you build a funnel and see that the bulk of users quit the app at step 3, i.e., during the game's first level. This makes level 1 the bottleneck, either because it's too difficult or for some other reason. You need to run step 3 optimization hypotheses and keep tracking the conversion rate post-update.
At the retention stage, your goal is to motivate users to return to the app and perform actions in it.
Examples of retention metrics:
MyTracker features a separate dashboard for monitoring retention: go to Reports → Dashboard → Retention. Here, you can filter by traffic type, partner, campaign and geography.
In addition to the Dashboard, you have access to customizable templates that have various filters and dimensions (Traffic source, Geo & Demography, etc.): Reports → Templates → Default templates → Retention.
Let's modify the default template to see if retention differs across geographies – add the Country name dimension from the Country folder. The resulting report gives us an idea of which countries have the best post-install retention, so you can adjust your promotion strategy accordingly.
The report below shows that Russian users return to the app most often, with their 28-day retention standing at 18% vs. 2–6% for other countries.
At the revenue stage, users make purchases. This is a major factor in assessing product efficiency for business purposes.
Examples of revenue metrics:
When analyzing revenue, you can use the charts in the Monetization section of the Dashboard. Here, you will find all the essentials: trends for different revenue types, paying audience analytics, and an ad profit & costs chart.
Apply filters to analyze revenue from many different angles.
For example, the Total revenue chart shows that most of the money comes from in-app payments and ad monetization.
The Ad monetization chart reveals that the respective ARPU was lower on October 7. If noticed in time, such anomalies can be dealt with promptly.
The Profit chart helps you see whether marketing costs exceed the app revenue or not. It features the cost of all ad campaigns, total revenue, and profit.
If necessary, you can go to the Report Builder from any chart and add more metrics and dimensions – just click the icon depicting a document with a chart (to the left of the download button).
At the referral stage, users recommend your product to friends and colleagues.
Examples of referral metrics:
One of the ways to track referrals is through custom events. For example, if a user posts about your app on social media by pressing Share, you can have the U_Share_ButtonPress event sent to MyTracker.
You can see the event trends in the Events section of the Dashboard.
MyTracker reports enable you to keep tabs on key efficiency indicators at each stage of the user journey. On top of that, you can segment your audience based on a variety of attributes, combat fraud, and deliver personalized offers that could boost your app revenue by 10–30%.