Welcome to Day-15 of the 30 Days Growth Marketing Course. In this lesson, we delve into the activation and retention stages of the growth marketing funnel, also known as the A3R3 funnel. Activation involves getting users deeply engaged with your business after the acquisition. Retention becomes crucial once users are activated, as it aims to keep them on the platform for an extended period. The order of activation and revenue can vary depending on the business model. Retention metrics include the percentage of returning customers, churn rate (the number of people leaving the platform monthly), and customer lifetime value (the amount of money a customer spends during their lifetime with the business). Renewal rate is also an important retention metric. Each business may prioritize different retention metrics based on its specific pain points in the funnel. Even within the same industry, competitors may focus on different metrics based on their unique challenges and goals. The choice of metrics depends on the business's North Star, the key metric that aligns with its main objective. In the next lesson, we will explore the final two stages of the funnel: revenue and referral. Join us for more insights in the upcoming lesson.