Time to value measures how quickly a new user reaches the first meaningful outcome. Learn how TTV connects to activation and retention.
Time to Value (TTV) is the elapsed time between a user's first interaction (signup or purchase) and the moment they realize the product's core value. In a KPI tree, TTV is a leading indicator that sits upstream of activation rate and 30-day retention: shorter TTV mathematically increases the share of users still engaged at any downstream checkpoint. It is one of the few onboarding metrics that consistently predicts long-term retention.