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Have you thought about thinking about your campaigns in terms of growth loops?

Not as of now.

@Shaf could you share an anecdote of thinking about campaigns in terms of growth loops?

https://www.reforge.com/blog/growth-loops Check this out. The simplest way to go about doing this is to think about the user journey and actions. Using it derive growth loops for your business. Followed by mapping campaigns to these growth loops. How the campaigns are acting as catalyst to increase the output of growth loop. You can find more information on this on the reforge blog.

@Shaf this is amazing. It seems so obvious when you read it. However, would the referral stage of the AARRR model not be considered to loop? That's still using existing users to acquire new ones. Except that the company/product owner doesn't have much control over that apart from incentivising the referrals. Thoughts?

You can define referral loops without the funnel before it. Goes like - acquire new customer > customer refers others > Acquire new customer

Almost like a sub-loop within the largest system, yeah

http://andrewchen.com/wp-content/uploads/2018/11/a16z_growth_deck.pdf page #36

Oh brilliant. Thanks for this!