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 — not one-off hacks. It overlaps…
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.
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 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.