Get the AAARRR Pirate Funnel Canvas

The AAARRR Pirate Funnel Canvas

See where your customers drop off—and what to fix first. 👇

You know the funnel stages. But do you know where it's breaking?

Awareness. Acquisition. Activation. Retention. Revenue. Referral.

Most teams can name these stages. Fewer can tell you where customers are actually dropping off—or why.

The AAARRR Pirate Funnel Canvas makes it visible.

It's a framework for mapping your entire customer journey in one view—tracking users at each stage, measuring conversion rates, and identifying the bottlenecks killing your growth.

No more guessing where to focus. Just clear data showing where the funnel breaks—and what to fix first.

What is it?

A visual canvas for tracking and optimizing the customer journey across six stages:

• Awareness — How many people know you exist?
• Acquisition — How many visit or sign up?
• Activation — How many have their first valuable experience?
• Retention — How many come back?
• Revenue — How many pay?
• Referral — How many bring others?

For each stage, you map user counts, key actions, conversion rates, and KPIs—then spot where the drop-offs happen.

Who's this for?

Growth teams tracking funnel performance. Marketers optimizing campaigns. Product managers improving activation. Founders diagnosing where growth stalls.

If you need to see the full customer journey in one place and know where to focus next, this is for you.

What you'll get:

• Full-funnel visibility — See user flow and drop-offs across all six stages
• Bottleneck identification — Know exactly where customers are leaving
• Actionable focus — Prioritize the stage with the biggest impact
• Data-driven optimization — Track improvements over time with real metrics

How it works:

1. Map each stage — Fill in user counts, key actions, and KPIs for Awareness through Referral
2. Calculate conversion rates — See where users drop between stages
3. Identify bottlenecks — Find the biggest drop-offs in your funnel
4. Implement fixes — Focus improvements where they'll have the most impact (better onboarding, stronger retention tactics, optimized acquisition)
5. Monitor and iterate — Update regularly to track performance changes

What's included:

📋 AAARRR Pirate Funnel Canvas (PDF)
Printable template to map your customer journey and identify drop-offs.

💡 Pro tip: Use the Product-Led and Sales-Led Metrics Wheels to identify which KPIs to track at each stage, then use the Canvas to map the flow and find bottlenecks.