Definition
Time to value (TTV) is how long it takes a new customer to reach a meaningful outcome. Shorter TTV tends to improve retention.
How to use it
- Define 'value' as the earliest outcome that predicts retention or expansion.
- Track TTV by segment to improve onboarding and product activation.
Measured as
Measure Time to Value (TTV) on the same customer segment, time window, and revenue basis each time you review it.
Operator takeaway
- Define 'value' as the earliest outcome that predicts retention or expansion.
- Track TTV by segment to improve onboarding and product activation.
- Keep Time to Value (TTV) consistent by cohort, segment, and period before you use it as a decision signal in planning or reporting.
- Interpret the metric alongside retention, margin, or payback so one ratio does not hide the real operating trade-off.
Next decision
- Read PLG metrics hub: activation, trial conversion, stickiness, and adoption if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide whether Time to Value (TTV) is a growth, retention, or efficiency signal before you set targets around it.
Where to use this on MetricKit
Guides
- PLG metrics hub: activation, trial conversion, stickiness, and adoption: A practical hub for product-led growth metrics: activation rate, trial-to-paid, DAU/MAU and WAU/MAU stickiness, feature adoption, and PQL-to-paid conversion.
- Retention & churn hub: cohorts, GRR/NRR, and retention curves: A practical hub for retention measurement: churn rate, GRR/NRR, cohort retention curves, and how to set retention targets without getting misled by noise.