Handbook

Growth engineering — index

**Growth engineering** is the practice of improving acquisition, activation, retention, revenue, and referral through **systematic experimentation**, **sound instrumentation**, and **honest metrics**

Growth engineering — index

Growth engineering is the practice of improving acquisition, activation, retention, revenue, and referral through systematic experimentation, sound instrumentation, and honest metrics — not one-off hacks. It overlaps with marketing operations and product analytics but emphasizes closed-loop tests with pre-registered success criteria and guardrails (support load, refunds, trust). Blueprint material here is framework-level; operational runbooks, experiment tickets, and dashboards belong in docs/product/marketing/ or platform docs.

Relationship to channels: Acquisition levers (SEO, paid, social) live under Marketing channels — index; this folder focuses on funnel mechanics, prioritization, and experimentation discipline once traffic exists or loops are designed.

flowchart LR H[Hypothesis & ideation] --> P[Prioritize<br/>ICE / RICE] P --> D[Design experiment] D --> L[Launch & monitor] L --> A[Analyze & decide] A --> K[Document learning] K --> H

Guides

Guide Focus
Funnel optimization AARRR framing, stage levers, growth process, testing culture, guardrails

Planned / stub topics

Topic Focus See
A/B testing infrastructure Randomization units, sample size and power, sequential testing, SRM checks, feature flags, holdouts, and ethical guardrails Funnel optimization
Referral programs Loop design, K-factor limitations, incentive economics, invite UX, tracking implementation, fraud and abuse — (planned) Funnel optimization
Retention engineering Cohort curves, churn drivers, habit formation, lifecycle messaging coordination, win-back experiments — (planned) Churn prevention
Activation optimization Time-to-value, aha-moment definition, onboarding experiments, empty states, checklist and progressive disclosure Onboarding design

When a topic is still (planned), use funnel-optimization.md for the overlapping AARRR framing and experiment hygiene until a dedicated guide lands.

Core marketing map: See ../MARKETING.md for how growth fits channels, positioning, and analytics.

Suggested reading order

  1. ../MARKETING.md — principles and funnel vocabulary
  2. funnel-optimization.md — stage metrics, loops, and experiment rigor
  3. Marketing channels — index — where acquisition tactics are indexed

Keep project-specific marketing plans in docs/product/marketing/ and GTM documents in docs/product/, not in this file.

Canonical source

Edit https://github.com/autowww/blueprints/blob/main/disciplines/product/marketing/growth/README.md first; regenerate with docs/build-handbook.py.