Acquisition and retention momentum loop
Attract, convert, deliver, retain, and refer as one loop, so retention feeds the next round of acquisition.
How this funnel works
Most funnels are drawn as a line that ends at the purchase. This one closes the loop: delivery and retention produce reviews, referrals, and repeat buyers, and those feed the attract step at a lower cost than ads. Use it to show a client why the post-purchase steps deserve tracking and budget.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Attract to convert Conversion rate · cold traffic to first purchase or lead | 2% | 5% | 10% |
Convert to delivered (onboarded) Conversion rate | 60% | 80% | 95% |
Delivered to retained (repeat) Conversion rate · second purchase or renewal | 20% | 35% | 55% |
Retained to referred Conversion rate | 5% | 15% | 30% |
Referred traffic share of attract Conversion rate | 5% | 15% | 35% |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1First purchase or lead captured with value
- 2Onboarding or delivery milestone sent as a custom event
- 3Repeat purchase or renewal sent by webhook
- 4Review and referral asks tracked as custom events
- 5Referral links carry utm_source=referral
More frameworks templates
All in this category5-point optimization checklist
Five stages to audit any funnel in order, each with a checklist note, laid over a reference funnel.
AARRR pirate metrics
Acquisition, Activation, Retention, Revenue, Referral as five lanes with the one metric to own in each.