Time to First Value (TTFV)
The time it takes a new user to experience the core value of your product for the first time. Shorter TTFV correlates strongly with higher activation and retention.
Also known as: TTFV, time to wow
Why time to first value (TTFV) matters
Every minute between signup and first value is a minute where the user might abandon your product. TTFV directly impacts trial conversion, activation rate, and first-week retention.
Products that deliver value in minutes (like Slack showing team messages) outperform products that require hours of setup. Reducing TTFV is often the single highest-leverage growth initiative.
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How to Track in Kissmetrics
Define your "first value" event in Kissmetrics (e.g., first_report_viewed, first_insight_generated). Measure the time between signup and this event using user properties. Track the distribution, not just the average - some users reach value in minutes while others take days.
Common Mistakes
- -Defining "first value" as a setup step (installed tracking) rather than an outcome (saw their first report)
- -Not measuring TTFV by segment - different user types may have different value moments
- -Optimizing for speed without ensuring the value moment is actually meaningful
Pro Tips
- +Use sample data or templates to let users experience value before completing full setup
- +Measure the correlation between TTFV and 30-day retention to validate your value definition
- +Set a target TTFV (e.g., under 5 minutes) and engineer your onboarding to hit it
Related Terms
Activation Rate
Activation rate is the percentage of new users who complete a predefined set of key actions that indicate they have experienced the core value of a product, marking their transition from signup to engaged user.
Onboarding Completion Rate
The percentage of new users who complete all steps in your defined onboarding flow. A leading indicator of activation and long-term retention.
Time to Value
Time to value (TTV) measures the elapsed time between a user's first interaction with a product - such as signing up or making a purchase - and the moment they experience the product's core value, directly impacting activation, retention, and satisfaction.
Trial-to-Paid Conversion Rate
The percentage of free trial users who convert to a paid subscription. The most critical metric for product-led SaaS growth.
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