Get a clear overview of the most important metrics with the Product-Led Growth (PLG) Pirate Metrics Wheel. Identify the right leading and lagging indicators, focus on what truly drives growth, and make data-informed decisions with confidence.
💡 For what is it good?
Tracking the right metrics is critical for product-led growth, but knowing which ones to focus on can be overwhelming. That’s where the KPI Wheel for the AAARRR Funnel comes in!
This tool provides a structured way to identify both leading and lagging indicators for each stage of the Pirate Funnel (AAARRR: Awareness, Acquisition, Activation, Revenue, Retention, and Referral)—helping product-led teams make data-driven decisions with clarity.
By using this wheel, teams can ensure they’re measuring success effectively at every stage of the user journey, from initial awareness to long-term retention and advocacy.
🧑💻 Who Can Use the Wheel?
This KPI Wheel is designed for:
- Product marketers, to ensure marketing efforts align with product-led growth by focusing on the right performance indicators.
- Growth & PLG Teams, to optimise conversion and retention by tracking key signals at each stage.
- Product managers use data to enhance user experiences and drive activation.
- Founders & Startups, to validate growth strategies with measurable success metrics.
- Analysts & Data Teams, to identify meaningful trends and forecast growth opportunities.
If you're involved in Product Marketing, Growth, or Product-Led Growth (PLG), this tool is for you!
📜 How to Use the Wheel
- Select a Funnel Stage – Identify where you need to improve: Awareness, Acquisition, Activation, Revenue, Retention, or Referral.
- Find the Right Metrics – Use the wheel to discover leading indicators (predict future success) and lagging indicators (measure past performance).
- Align with Business Goals – Prioritise the metrics that drive your company’s growth objectives.
- Track & Optimise – Continuously monitor results, experiment, and refine your approach based on insights.
🚀 What the Wheel Helps Accomplish
✔ Use Metrics Tailored for Product-Led Growth – The wheel highlights the most relevant PLG metrics, ensuring alignment with a self-serve, user-driven growth model.
✔ Improve Decision-Making – Track both leading and lagging indicators to make proactive and informed decisions.
✔ Enhance Growth Strategies – Identify gaps and opportunities across the AAARRR funnel to improve conversion, retention, and advocacy.
✔ Optimise Product Performance – Leverage data-driven insights to refine the user journey and maximise revenue.
✔ Eliminate Guesswork – Focus on metrics that matter, rather than vanity metrics.
By using the KPI Wheel alongside the Pirate Model Canvas, teams can create a comprehensive growth measurement strategy, ensuring they track the right signals at every step of the funnel.