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Also known as: TTFV, time to value, TTV

Time to First Value

ConceptualMetricsProduct

Definition

Time to First Value: Time to First Value (TTFV) measures how quickly new users experience meaningful value from your product. Shorter TTFV improves activation, trial conversion, and retention. The challenge is defining 'first value'—the specific moment when users realize the product works for them.

Example Usage

“We reduced TTFV from 3 days to 2 hours by simplifying onboarding. Trial-to-paid conversion improved 40%.”

Common Misconceptions

First value means complete setup. Find the earliest moment of value—often a small win, not full deployment.
One TTFV for all users. Different user types may have different 'first value' moments; segment analysis matters.
Only product affects TTFV. Onboarding content, sales handoff, and customer success all impact TTFV.

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