First Value Achieved
What Is First Value Achieved?
First Value Achieved (FVA) tracks the time it takes from customer signup or activation to the moment they experience their first clear benefit from your product.
This milestone varies based on product type and use case. It could be:
- Sending the first campaign in a marketing platform
- Syncing data in a CRM
- Publishing a report in an analytics tool
- Inviting a teammate or completing a key workflow
The key is that it’s value from the customer’s perspective, not just technical setup.
Formula: Time to First Value = Timestamp of First Value Milestone – Signup or Activation Date
FVA helps you pinpoint where users hit (or miss) their first “aha moment.”
Why First Value Achieved Matters in SaaS CX
First impressions don’t just matter—they compound. First Value Achieved is a strong predictor of future engagement and expansion. Here's why:
Predicts Retention: Customers who hit value early are more likely to stay. Miss the mark, and they may never come back—even if onboarding was completed.
Diagnoses Onboarding Quality: A fast Time to First Value reflects a strong onboarding experience. A slow one suggests confusion, friction, or lack of clarity.
Aligns Product and CX Teams: Everyone can rally around this metric to drive faster customer wins—especially in self-serve or product-led growth models.
Reduces Drop-Off During Trial or Onboarding: The sooner users see value, the less likely they are to churn in the critical first 7–14 days.
How to Measure First Value Achieved
Time to First Value (TTFV) measures how long it takes a new user or customer to experience meaningful value from your product. It’s a key onboarding KPI that reflects product clarity, ease of use, and activation speed.
Step-by-Step
1. Define What Counts as “First Value”
This could be:
- Completing a setup flow
- Sending a first campaign
- Connecting a data source
- Reaching a key usage milestone
2. Track the Starting Point Typically the user’s signup or activation date.
3. Log the First Value Timestamp When the user completes the defined milestone event.
Formula:
Time to First Value = Timestamp of First Value Milestone – Signup or Activation Date
Example:
If a user signs up on June 1 and reaches their first value on June 5: TTFV = 4 days
Tips
- Use tools like Mixpanel, Heap, Amplitude, or custom event tracking
- Segment by persona, customer type, or onboarding path
- Analyze drop-off before first value to reduce friction and improve activation
First Value Achieved is the SaaS equivalent of a “you’re in the right place” moment. It shifts customers from unsure to invested, from evaluating to engaging. If your product delivers value but your users don’t feel it early, you’ll lose them before they ever get there. CX leaders who optimize for first value build trust early—and compound it across the customer lifecycle.