Time to First Value (TTFV)
TL;DR
Time to First Value (TTFV) measures how long it takes a new user or account to experience initial product value after signup. The shorter this time, the more likely users are to activate, convert, and stick around.
What is Time to First Value?
TTFV tracks the time elapsed between a user starting their journey (usually trial signup or onboarding start) and achieving a meaningful outcome—something that validates the product’s promise.
It’s not just about feature usage—it’s about value realization. And in B2B SaaS, faster value means faster growth.
Why It Matters in B2B SaaS
- Directly impacts activation and trial conversion rates
- Reduces early churn and drop-off
- Improves onboarding efficiency and perceived product ROI
- Essential for PLG and freemium SaaS success
- Influences NPS and long-term retention
How to Measure Time to First Value
Formula: TTFV = Time (in hours/days) from signup to first meaningful value action
- Define what "value" looks like – It could be a completed dashboard, a successful integration, or a first shared report
- Track time from signup to that event – Use product analytics tools to timestamp actions
- Segment by persona or use case – TTFV varies significantly based on complexity and customer profile
- Analyze across cohorts – Understand how improvements in onboarding or UX reduce TTFV
- Look at medians, not just averages – Avoid skew from outliers
Best Practices to Improve
- Streamline the onboarding path – Cut unnecessary steps, clicks, and distractions
- Guide users to one quick win – Help them feel successful early
- Use in-app messaging and triggered prompts – Reinforce value moments with nudges
- Personalize the journey – Match onboarding to role, industry, or job-to-be-done
- Get feedback from slow-to-value users – Learn where friction lives
Final Thought
Your product might be powerful—but if it takes too long to prove it, users will disengage. Time to First Value is about earning trust quickly and showing that your solution delivers. In a world of impatient buyers, TTFV is a competitive advantage.
FAQs
What’s considered “value” in Time to First Value?
It depends on your product. For one, it could be setting up an integration. For another, it’s creating a report or inviting a team. The key is that the user feels a benefit or success.
What’s a good TTFV benchmark?
Aim for users to see value within the first 1–3 days, or even within the first session. For high ACV products, under 7 days is solid.
How is TTFV different from Activation Rate?
TTFV is a timing metric. Activation Rate tells you if users activate; TTFV tells you how fast they get there.
Can sales-led models track TTFV too?
Yes. You can track time from demo to outcome, or from onboarding kickoff to first result. It’s just as valuable in sales-assist flows.
Is it better to track TTFV by user or by account?
Depends on your product. Track by user for individual tools; by account for collaborative or enterprise solutions.
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Get fast, accurate intelligence across sales, marketing, and CX, without scaling headcount.