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…
Guide · Updated · Source
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.
Growth engineering loop
How teams move from framed intent through bounded experiments to measurable funnel outcomes with guardrails.
- StartFrame the growth opportunity and pre-register success criteria.
- Core steps (see walkthrough below)Run instrumented experiments using the guides and walkthroughs linked below.
- OutcomeDeliver a measurable lift or a documented learn with traceable evidence.
Process flow
Start
|
v
Core steps (see walkthrough below)
|
v
OutcomeGuides
| 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 Growth Engineering & Funnel Optimization for the overlapping AARRR framing and experiment hygiene until a dedicated guide lands.
Core marketing map: See Marketing body of knowledge for how growth fits channels, positioning, and analytics.
Suggested reading order
- Marketing body of knowledge — principles and funnel vocabulary
- Growth Engineering & Funnel Optimization — stage metrics, loops, and experiment rigor
- 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.