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AARRR

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Projection

Awareness : the goal is to reach as many people as possible in the target group, let them know that you exist as a brand.
Acquisition: the goal is to retarget the people who have been reached in the previous step and drive them to the website.
Activation: purchase does not usually happen on the first click, catch the visitors' interest and make the value proposition easy understand (the 'aha moment').
Revenue: convert your activated traffic into revenue.
Retention: strengthen your bond with customers, make them come back as much as possible on your website.
Referral: grow on the back of your own customers, it's called organic growth.

→ Replace
100,000
⁠
(in the table below) with the number of people in your target group.
→ Now you have an outlook on the performances at every step of the customer journey.
Funnel stage
Main metric
Your projections
Audience size
Budget
Performance (bench.)
Costs (bench.)
1
Awareness
Reach (CPM)
50,000
100,000
€250.00
50.00%
€0.005
2
Acquisition
Click-Through Rate (CTR)
795
​
€413.40
1.59%
€0.520
3
Activation
Conversion rate (CR)
80
​
€152.88
10.00%
€1.923
4
Revenue
Conversion rate (CR)
8
​
€152.88
10.00%
€19.230
5
Retention
Engagement rate (ER)
8
​
€4.13
100.00%
€0.520
6
Referral
Engagement rate (ER)
2
​
€1.24
30.00%
€0.520
There are no rows in this table
€974.53
Sum
⁠
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