{"id":70454,"date":"2026-07-13T08:00:10","date_gmt":"2026-07-13T08:00:10","guid":{"rendered":"https:\/\/salesdorado.com\/?p=70454"},"modified":"2026-07-09T09:43:35","modified_gmt":"2026-07-09T09:43:35","slug":"framework-aarrr-guide-tips-examples","status":"publish","type":"post","link":"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/","title":{"rendered":"The AARRR Framework: Which Step Should You Really Start With?"},"content":{"rendered":"<p>If you\u2019re looking for an article on the <strong>AARRR framework<\/strong>, you\u2019ve probably already come across a dozen versions of the same text: the famous pirate\u2019s cry, the five letters defined one after the other, the three usual examples (Dropbox, Facebook, Airbnb), and a list of analytics tools to install. You close the page knowing what AARRR stands for but still not knowing what to do with it on Monday morning.<\/p>\n<p>At Salesdorado, we have a pretty strong opinion about this famous AARRR framework. The problem, to be honest, lies in the acronym itself. Because we\u2019re constantly reading it in that order, we end up believing that we have to work through these five stages in that order, starting with Acquisition. That\u2019s the most costly mistake you can make with this model, especially when selling in the B2B space.<\/p>\n<p>What you&#8217;ll learn in this article:<\/p>\n<ul>\n<li>Which stage of the AARRR framework should you start with, based on your growth model?<\/li>\n<li>The practical application of each letter in a B2B context (since AARRR was originally designed for consumer-facing applications).<\/li>\n<li>Real-world figures from companies that have actually implemented it.<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommaire<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#aarrr-the-basics-you-need-to-know-before-debunking-the-myth\" >AARRR The Basics You Need to Know Before Debunking the Myth<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#the-acronym-trap-why-no-one-should-start-with-acquisition\" >The Acronym Trap Why No One Should Start with Acquisition<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#rarra-the-version-that-puts-retention-back-at-the-forefront\" >RARRA, the version that puts retention back at the forefront<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#so-which-letter-should-i-start-with\" >So, which letter should I start with?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#acquisition-when-a-single-channel-is-no-longer-enough\" >Acquisition When a Single Channel Is No Longer Enough<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#activation-the-key-to-success-especially-in-b2b\" >Activation The Key to Success, Especially in B2B<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#retention-the-step-that-makes-all-the-difference\" >Retention The Step That Makes All the Difference<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#recommendation-the-%e2%80%9cviral-loop%e2%80%9d-doesnt-really-exist-in-b2b\" >Recommendation The &#8220;viral loop&#8221; doesn&#8217;t really exist in B2B<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#revenue-expansion-weighs-heavier-than-acquisitions\" >Revenue Expansion Weighs Heavier Than Acquisitions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#the-limitations-of-aarrr-that-are-too-often-overlooked\" >The Limitations of AARRR That Are Too Often Overlooked<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#what-tools-can-you-use-to-track-your-aarrr-metrics\" >What tools can you use to track your AARRR metrics?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/salesdorado.com\/en\/b2b-marketing\/framework-aarrr-guide-tips-examples\/#our-take-on-the-aarrr-framework\" >Our Take on the AARRR Framework<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"aarrr-the-basics-you-need-to-know-before-debunking-the-myth\"><\/span>AARRR: The Basics You Need to Know Before Debunking the Myth<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The AARRR framework was introduced in 2007 by Dave McClure, an investor and founder of the 500 Startups accelerator, in a presentation that has become famous under the name \u201c<a href=\"https:\/\/mcgaw.io\/wp-content\/uploads\/2016\/04\/PirateMetrics_Final.pdf\" target=\"_blank\" rel=\"noopener\">Startup Metrics for Pirates<\/a>.\u201d The name comes from the way the acronym sounds, which is similar to the cry of a cartoon pirate. That\u2019s the story\u2014and that\u2019s all there is to it.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-70377\" src=\"https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/manifeste-aarrr.png\" alt=\"\" width=\"1586\" height=\"922\" srcset=\"https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/manifeste-aarrr.png 1586w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/manifeste-aarrr-300x174.png 300w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/manifeste-aarrr-1024x595.png 1024w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/manifeste-aarrr-768x446.png 768w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/manifeste-aarrr-1536x893.png 1536w\" sizes=\"(max-width: 1586px) 100vw, 1586px\" \/><\/p>\n<p>The underlying idea is much more interesting. Back then, founders were drowning in dashboards filled with \u201cvanity metrics\u201d\u2014visitor and follower counts\u2014that were flattering but said nothing about a company\u2019s true health.<\/p>\n<p>McClure suggested boiling it all down to five questions that really matter.<\/p>\n<ul class=\"icon-check\">\n<li><strong>Lead Generation<\/strong>: Where Do Your Leads Come From?<\/li>\n<li><strong>Activation<\/strong>: Are they having a successful first experience?<\/li>\n<li><strong>Retention<\/strong>: Do they come back, and how often?<\/li>\n<li><strong>Recommendation<\/strong>: Do they talk about you to others?<\/li>\n<li><strong>Revenue<\/strong>: How much do they bring in, and at what cost?<\/li>\n<\/ul>\n<p>The best way to visualize this model is to think of a bucket with a hole in it. Your prospects enter at the top through acquisition. At each stage, some of them fall through the cracks. No funnel converts at 100%\u2014that\u2019s normal. The whole point of AARRR is to identify where your biggest leaks are.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-acronym-trap-why-no-one-should-start-with-acquisition\"><\/span>The Acronym Trap: Why No One Should Start with Acquisition<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here&#8217;s the point that most guides fail to mention.<\/p>\n<p><strong>The order of the letters describes your client&#8217;s journey. It does not describe the order in which you should work on your projects. <\/strong>.<\/p>\n<p>The difference may seem subtle, but it actually changes everything. Imagine for a moment that your retention rate is poor: your customers sign up, then churn after three months. If your instinct is to invest more in customer acquisition to make up for it, you\u2019re just filling a leaky bucket faster. You acquire 100 customers, 60 of them leave within the quarter, and your customer acquisition cost becomes impossible to recoup.<\/p>\n<p>The numbers speak for themselves on this point. Acquiring a new customer costs several times more than retaining an existing one. According to research by Frederick Reichheld at Bain, as reported in the <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\" target=\"_blank\" rel=\"noopener\">Harvard Business Review<\/a>, a 5% increase in the retention rate can boost profits by 25 to 95 percent.<\/p>\n<p>The moral of the story: <strong>No customer acquisition strategy can make up for poor retention<\/strong>.<\/p>\n<p>So the right way to use AARRR isn\u2019t to go through the five stages in sequence, but rather to identify the problem: <strong>which stage is holding everything else back?<\/strong> Just one underperforming stage is enough to cause the entire funnel\u2019s performance to plummet. That\u2019s where (and nowhere else) you should focus your efforts.<\/p>\n<div class=\"blocTips danger-light\"><i class=\"fa fa-exclamation-triangle\"><\/i><br \/>\n<span class=\"title is-5\">The classic mistake<\/span><br \/>\n: Scaling acquisition before you&#8217;ve addressed retention. Every new customer will enter the funnel at the same churn rate as previous ones. You&#8217;re spending more for the same net result\u2014or sometimes even a worse one.<\/div>\n<h3><span class=\"ez-toc-section\" id=\"rarra-the-version-that-puts-retention-back-at-the-forefront\"><\/span>RARRA, the version that puts retention back at the forefront<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>This observation gave rise to a variation: <a href=\"https:\/\/www.koji.so\/docs\/aarrr-pirate-metrics-framework\" target=\"_blank\" rel=\"noopener\">RARRA<\/a><\/strong>. The same steps, but in a different order of priority: Retention, Activation, Referral, Revenue, Acquisition. The model was popularized around 2017 by growth experts Thomas Petit and Gabor Papp, in response to a market where acquisition channels are saturated and the cost per lead is constantly rising.<\/p>\n<p><strong>The logic behind RARRA can be summed up in one sentence: most SaaS companies don\u2019t fail because of a lack of customers, but because of their inability to retain them<\/strong>. Since retention costs far less than acquisition, you might as well make retention your guiding principle and build everything else around it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"so-which-letter-should-i-start-with\"><\/span>So, which letter should I start with?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There is no single answer, and that is precisely why it is so valuable to use the framework as a diagnostic tool rather than as a set of instructions.<\/p>\n<p>Here&#8217;s how to decide based on your situation:<\/p>\n<ul class=\"icon-check\">\n<li>Haven&#8217;t found your product-market fit yet? Start with<strong>Activation<\/strong>. Identify what makes your users want to stay, then build your user acquisition strategy around that signal.<\/li>\n<li>Is your retention rate low\u2014below about 85% gross retention? Fix it before you spend another euro on customer acquisition.<\/li>\n<li>Is your retention rate strong\u2014at 90% or higher? If so, you can really ramp up customer acquisition: your customer lifetime value-to-acquisition-cost ratio will handle the load.<\/li>\n<li>Is your growth driven by the product or by marketing? The RARRA framework will resonate more with you, since it\u2019s usage and recommendations that keep the machine running.<\/li>\n<li>Is your growth driven by a sales-led team? Stick with the AARRR framework, but think of retention as revenue growth from your existing accounts.<\/li>\n<\/ul>\n<div class=\"overflow-x-scroll w-full\">\n<table class=\"table-auto w-full\">\n<thead class=\"bg-gold-500\">\n<tr class=\"text-sm\">\n<th class=\"p-2 border border-slate-600\">Criterion<\/th>\n<th class=\"p-2 border border-slate-600\">AARRR<\/th>\n<th class=\"p-2 border border-slate-600\">RARRA<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"bg-white\">\n<tr class=\"text-sm font-light\">\n<td class=\"p-2 border border-slate-600\"><strong>Order of Priority<\/strong><\/td>\n<td class=\"p-2 border border-slate-600\">Acquisition first, revenue last<\/td>\n<td class=\"p-2 border border-slate-600\">Retention first, acquisition last<\/td>\n<\/tr>\n<tr class=\"text-sm font-light\">\n<td class=\"p-2 border border-slate-600\"><strong>The Key Stage<\/strong><\/td>\n<td class=\"p-2 border border-slate-600\">None in particular. The model is used to identify the bottleneck.<\/td>\n<td class=\"p-2 border border-slate-600\">Retention, considered the driving force behind everything else<\/td>\n<\/tr>\n<tr class=\"text-sm font-light\">\n<td class=\"p-2 border border-slate-600\"><strong>Ideal Profile<\/strong><\/td>\n<td class=\"p-2 border border-slate-600\">Sales-led, validation phase, growth to be structured<\/td>\n<td class=\"p-2 border border-slate-600\">Product-led, saturated market, high customer acquisition cost<\/td>\n<\/tr>\n<tr class=\"text-sm font-light\">\n<td class=\"p-2 border border-slate-600\"><strong>Key Question<\/strong><\/td>\n<td class=\"p-2 border border-slate-600\">How do I acquire profitable customers?<\/td>\n<td class=\"p-2 border border-slate-600\">How do I retain the ones I already have?<\/td>\n<\/tr>\n<tr class=\"text-sm font-light\">\n<td class=\"p-2 border border-slate-600\"><strong>Main Risk<\/strong><\/td>\n<td class=\"p-2 border border-slate-600\">Filling a bucket with a hole in it<\/td>\n<td class=\"p-2 border border-slate-600\">Underinvesting in acquisition once retention is addressed<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"acquisition-when-a-single-channel-is-no-longer-enough\"><\/span>Acquisition: When a Single Channel Is No Longer Enough<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In 2007, the entire market fit into a single box because there was only one entry point. Most B2B companies found their customers through Google, either via organic search results or paid advertising. The rest remained a niche market.<\/p>\n<p>Those days are gone. Today, the acquisition process involves at least three distinct stages:<\/p>\n<ul>\n<li>A standard Google search.<\/li>\n<li>Paid advertising.<\/li>\n<li>A third factor that didn&#8217;t exist fifteen years ago:<strong>the visibility of generative AI responses<\/strong> (ChatGPT, Perplexity, results generated by Google).<\/li>\n<\/ul>\n<p>Measuring &#8220;acquisition&#8221; as a single unit no longer makes sense. We need to track the cost and quality of the traffic generated on a channel-by-channel basis.<\/p>\n<p><strong>In B2B, quality far outweighs volume<\/strong>. Low-cost traffic that never converts is actually the most expensive of all. This is where <a href=\"https:\/\/salesdorado.com\/en\/revenue-operations\/acquisition-cost\/\">calculating the cost of acquisition<\/a> by channel becomes crucial, as does a good <a href=\"https:\/\/salesdorado.com\/en\/sales-qualification\/lead-scoring\/\">lead-scoring model<\/a> to prioritize prospects who truly resemble your best customers.<\/p>\n<p>Key indicators to monitor closely:<\/p>\n<ul>\n<li>Customer Acquisition Cost (CAC).<\/li>\n<li>The conversion rate by channel.<\/li>\n<li>The volume of MQL and SQL.<\/li>\n<li>The proportion of each source in the generated pipeline.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"activation-the-key-to-success-especially-in-b2b\"><\/span>Activation: The Key to Success, Especially in B2B<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Activation is the moment when a user first recognizes the value of your product\u2014the famous \u201caha moment.\u201d The real challenge lies in identifying the specific action that separates those who will stay from those who will leave.<\/p>\n<p><a href=\"https:\/\/growthhackers.com\/growth-studies\/slack\/\" target=\"_blank\" rel=\"noopener\">The most telling example is still Slack<\/a>. The company analyzed the behavior of its client teams and identified a strikingly clear threshold: 2,000 messages exchanged.<\/p>\n<blockquote><p><i class=\"fa fa-quote-left\"><\/i><br \/>\nAny team that has exchanged 2,000 messages has really put Slack to the test. And 93% of them are still using it today. (Stewart Butterfield, founder of Slack)<\/p><\/blockquote>\n<p>For a team of about 50 people, 2,000 messages represent about 10 hours of use. Below this threshold, user retention is unpredictable. Above it, retention skyrockets. In fact, Slack has long offered the first 2,000 messages for free, precisely to help each team reach this tipping point.<\/p>\n<p>In terms of key metrics, <strong>an activation rate of 30 to 40% is considered healthy for B2B SaaS<\/strong>. If it\u2019s below 20%, your onboarding process is too long or too complex. Above 60%, be wary: your \u201caha moment\u201d is likely set too low and no longer tells you much.<\/p>\n<p>Two specific aspects of B2B deserve attention:<\/p>\n<ul>\n<li><strong>First, activation is often measured at the team level rather than the individual level<\/strong>: an account is considered activated when at least three users are active within the first seven days.<\/li>\n<li><strong>Second, when the product is complex, activation isn\u2019t always a self-service process<\/strong>. <a href=\"https:\/\/superhuman.com\/\" target=\"_blank\" rel=\"noopener\">Superhuman<\/a>, the premium email client, walks every new user through a personalized onboarding call and conducts dozens of them every day. It\u2019s a high cost\u2014one they\u2019re willing to bear\u2014because that\u2019s what turns a one-time trial into a habit.<\/li>\n<\/ul>\n<p>To guide your users toward that tipping point, you need to combine two strategies: a well-designed <a href=\"https:\/\/salesdorado.com\/en\/customer-retention\/customer-onboarding\/\">customer onboarding process<\/a> and <a href=\"https:\/\/salesdorado.com\/en\/revenue-operations\/lead-nurturing\/\">lead nurturing<\/a> sequences that re-engage those who drop off along the way.<\/p>\n<div class=\"blocTips primary-light\"><i class=\"fa fa-lightbulb-o\"><\/i><br \/>\n<span class=\"title is-5\">Salesdorado Tip<\/span><br \/>\nDon\u2019t just guess when looking for your \u201caha moment.\u201d Segment your users who were still active 30 days ago from those who have churned, then trace back to the earliest action that clearly distinguishes the two groups. It\u2019s often counterintuitive behavior, and that\u2019s your true activation metric.<\/div>\n<h2><span class=\"ez-toc-section\" id=\"retention-the-step-that-makes-all-the-difference\"><\/span>Retention: The Step That Makes All the Difference<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>If you had to focus on just one step in B2B, this would be it. The reason is simple: your revenue is recurring. Even the slightest churn, at any level, erodes your compound growth. <\/strong>.<\/p>\n<p>Retention is best measured using <strong>cohort retention curves<\/strong>. This is currently the most reliable way to assess your product-market fit: Do customers acquired in a given month stick around, or does the curve drop off as the weeks go by?<\/p>\n<p>To take action before it\u2019s too late, you need to learn to spot the early warning signs. A customer who logs in less and less often\u2014or whose sessions are getting shorter week after week\u2014is a customer who is slipping through your fingers. The <a href=\"https:\/\/salesdorado.com\/en\/customer-retention\/customer-churn-retention-rate-calculations\/\">churn rate<\/a> remains the key metric, supplemented by an NPS to gauge customer sentiment.<\/p>\n<p>It\u2019s also important to distinguish between voluntary churn (when a customer decides to leave) and involuntary churn (when a customer leaves due to a failed payment or an expired card). The latter can be addressed with automatic payment reminders and sometimes accounts for a surprisingly large portion of your losses.<\/p>\n<p>Netflix is a prime example of the power of retention when treated as a product in its own right: its recommendation engine exists first and foremost to give you a reason to come back tomorrow. And when a customer has left you despite your best efforts, all is not lost. A good <a href=\"https:\/\/salesdorado.com\/en\/customer-retention\/customer-winback\/\">customer win-back<\/a> strategy can help you win back some of them.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"recommendation-the-%e2%80%9cviral-loop%e2%80%9d-doesnt-really-exist-in-b2b\"><\/span>Recommendation: The &#8220;viral loop&#8221; doesn&#8217;t really exist in B2B<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In B2C, recommendations take the form of a viral loop: Dropbox offered free storage for each referral, and its user base skyrocketed. Simple and incredibly effective.<\/p>\n<p><strong>In B2B, it doesn&#8217;t work that way<\/strong>. Your customers aren&#8217;t going to spam their professional network just to get two gigabytes of storage.<\/p>\n<p>The recommendation takes on other forms:<\/p>\n<ul>\n<li>Client Testimonials.<\/li>\n<li>Case Studies.<\/li>\n<li>Partnerships.<\/li>\n<li>Structured sponsorship programs.<\/li>\n<li>Etc.<\/li>\n<\/ul>\n<p>The key point is the value of the exchange. A \u201c2 months free\u201d or \u201c50 euros off\u201d is never enough to convince someone to put their reputation on the line. You get referrals when the incentive is substantial\u2014for example, access to your premium plan at the entry-level price for every customer referred. But let\u2019s be honest: not all products have a natural referral dynamic. In that case, it\u2019s better to admit it than to force a system that will never catch on.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"revenue-expansion-weighs-heavier-than-acquisitions\"><\/span>Revenue: Expansion Weighs Heavier Than Acquisitions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One last point&#8230;and by no means the least. <strong>In B2B, the bulk of long-term revenue doesn&#8217;t come from new customers, but from growing business with existing customers<\/strong>.<\/p>\n<p>The AARRR framework provides a powerful financial diagnostic tool here. If your lifetime value (LTV) is low, the problem lies either in your monetization\u2014when the average revenue per account is too low\u2014or in your retention\u2014when churn ends the relationship too soon. In the first case, you should focus on <a href=\"https:\/\/salesdorado.com\/en\/customer-retention\/upsell\/\">upselling and cross-selling<\/a>. In the second, you need to step up your retention efforts.<\/p>\n<p><strong>The metric that sums it all up is net revenue retention (NRR)<\/strong>. If it\u2019s above 100%, your existing customers are spending more year over year, even without new customer acquisitions. This is a sign of a healthy business. To manage all of this, rely on clear <a href=\"https:\/\/salesdorado.com\/en\/revenue-operations\/sales-kpi\/\">sales performance metrics<\/a> rather than an overloaded dashboard.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-limitations-of-aarrr-that-are-too-often-overlooked\"><\/span>The Limitations of AARRR That Are Too Often Overlooked<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>No framework is perfect, and the AARRR framework has some blind spots that you should be aware of before relying on it entirely:<\/p>\n<ul class=\"points-faibles\">\n<li><strong>It assumes a linear, sequential path<\/strong>. However, in real life, your users skip steps or complete several at once.<\/li>\n<li><strong>It was designed for self-service tech products<\/strong>. However, in a B2B context with a purchasing committee, the user is not the buyer, and the purchasing process is by no means linear.<\/li>\n<li><strong>It focuses on quantitative data<\/strong>. It fails to capture the brand, perceived satisfaction, or the customer experience\u2014all of which play a major role in B2B purchasing decisions.<\/li>\n<li><strong>It assumes a recommendation mechanism<\/strong> that simply does not exist in all models.<\/li>\n<\/ul>\n<p>The most effective approach is to combine AARRR with a growth loop <strong>or <a href=\"https:\/\/www.hubspot.com\/flywheel\" target=\"_blank\" rel=\"noopener\">flywheel<\/a> model.<\/strong> While the funnel identifies where users are dropping out, the loop aims to create a self-sustaining mechanism where each new user generates more. The best teams don&#8217;t choose between the two; they use the funnel to pinpoint churn and the loop to build an acquisition strategy that grows over time.<\/p>\n<figure id=\"attachment_70381\" aria-describedby=\"caption-attachment-70381\" style=\"width: 1736px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-70381\" src=\"https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/flywheel-hubspot.png\" alt=\"\" width=\"1736\" height=\"1014\" srcset=\"https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/flywheel-hubspot.png 1736w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/flywheel-hubspot-300x175.png 300w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/flywheel-hubspot-1024x598.png 1024w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/flywheel-hubspot-768x449.png 768w, https:\/\/salesdorado.com\/wp-content\/uploads\/2026\/07\/flywheel-hubspot-1536x897.png 1536w\" sizes=\"(max-width: 1736px) 100vw, 1736px\" \/><figcaption id=\"caption-attachment-70381\" class=\"wp-caption-text\">Source: HubSpot.<\/figcaption><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"what-tools-can-you-use-to-track-your-aarrr-metrics\"><\/span>What tools can you use to track your AARRR metrics?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Theory is worthless without measurement. And to do that, we need to use two types of tools:<\/p>\n<ul>\n<li><strong>For activation and retention, you need an event analytics tool<\/strong> capable of tracking behavior by cohort. The industry leaders are Amplitude and Mixpanel, with Google Analytics 4 as a good starting point. If you\u2019re looking to set up your analytics without using Google\u2019s solution, check out our comparison of <a href=\"https:\/\/salesdorado.com\/en\/inbound-marketing\/our-selection-of-the-best-alternatives-to-google-analytics\/\">alternatives to Google Analytics<\/a>.<\/li>\n<li><strong>For B2B, your CRM remains the backbone of your operations<\/strong>. It centralizes the sales pipeline, customer acquisition costs by source, and growth tracking. It\u2019s also where you measure <a style=\"font-family: ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\" href=\"https:\/\/salesdorado.com\/en\/revenue-operations\/commercial-funnel-efficiency\/\">the effectiveness of your sales funnel<\/a><span style=\"font-family: ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\"> from start to finish.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"our-take-on-the-aarrr-framework\"><\/span>Our Take on the AARRR Framework<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>AARRR is an excellent diagnostic tool but a poor set of instructions<\/strong>. Keep this distinction in mind\u2014it\u2019s the only one that really matters. The acronym describes your customer\u2019s journey, not your order of priorities.<\/p>\n<p><strong>Don&#8217;t go through the five letters one by one<\/strong>. <strong>Instead, identify the step that&#8217;s holding everything else back, and focus your efforts there<\/strong>. For the vast majority of B2B companies, this stage has a name: retention. That\u2019s where the most profitable growth lies, and it\u2019s often the last thing people look at.<\/p>\n<div class=\"blocTips primary-light\"><i class=\"fa fa-lightbulb-o\"><\/i><br \/>\n<span class=\"title is-5\">Salesdorado&#8217;s advice<\/span><br \/>\nTry this exercise this week. Give each of your five steps a score\u2014be honest. The lowest score is your top priority, regardless of its position in the acronym. You&#8217;ll see: it&#8217;s almost never &#8220;acquisition.&#8221;<\/div>\n<div style=\"display: none;\"\n    class=\"kk-star-ratings kksr-valign-bottom kksr-align-center \"\n    data-id=\"70454\"\n    data-slug=\"\">\n    <div class=\"kksr-stars\">\n    <div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    <div class=\"kksr-stars-active\" style=\"width: 0px;\">\n            <div class=\"kksr-star\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\">\n            <div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n    <div class=\"kksr-legend\">\n            <span class=\"kksr-muted\">Qu'avez-vous pens\u00e9 de cet article?<\/span>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re looking for an article on the AARRR framework, you\u2019ve probably already come across [&hellip;]<\/p>\n","protected":false},"author":1996,"featured_media":70374,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[261],"tags":[],"class_list":["post-70454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The AARRR Framework: A Guide That Goes Against the Grain<\/title>\n<meta name=\"description\" content=\"Misusing the AARRR framework can be costly. 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