Time to First Value (TTFV) is a key SaaS onboarding metric that measures how long it takes for a new user to experience their first moment of meaningful product value after signing up. TTFV is a leading indicator of user activation, retention, and long-term revenue, especially in product-led growth (PLG) models.
What Is Time to First Value?
TTFV tracks the elapsed time between signup and the user completing a high-value action — one that demonstrates the core promise of your product. This could be:
- 🧠 Sending a campaign
- 🧩 Inviting a teammate
- ⚙️ Connecting a data source
- 📝 Creating a dashboard
- 📥 Uploading the first file
- 🔌 Making the first API call
💡 The shorter the TTFV, the more likely users are to stay engaged and convert to paying customers.
Why TTFV Matters in SaaS
- 📉 Reduces early churn – Most churn occurs before first value is delivered
- 📈 Increases activation and retention rates
- 🧠 Improves onboarding design – Helps eliminate friction
- 💰 Accelerates CAC payback – Faster value = faster conversions
- 🎯 Enhances product-led growth – Value is demonstrated without a sales touch
How to Measure Time to First Value
TTFV =
Time (in hours/days) from signup to first value milestone
To measure this:
- Define what counts as “first value”
- Track the timestamp of signup
- Track the timestamp of the first-value action
- Subtract signup time from first-value action time
Example:
- Signup at 9:00 AM
- Value delivered at 4:30 PM
→ TTFV = 7.5 hours
First Value Examples by SaaS Product
| Product Type | First Value Milestone |
|---|---|
| Email Marketing Tool | User sends first campaign |
| CRM Platform | First contact or company imported |
| Analytics Dashboard | Data source connected, report viewed |
| Collaboration App | Team created or invited |
| Developer Tool | API call or SDK installed |
Best Practices to Reduce TTFV
- 🧭 Simplify your onboarding journey
- 🧠 Use product tours and checklists
- 📬 Send personalized, time-sensitive emails
- 📊 Highlight critical features upfront
- 🔁 Trigger in-app tips based on behavior
- 📈 Use analytics to find bottlenecks and drop-offs
TTFV Benchmarks (SaaS)
| Business Type | Ideal TTFV Range |
|---|---|
| Freemium PLG SaaS | < 1 day |
| SMB SaaS | < 2–3 days |
| Enterprise SaaS | < 7–14 days |
| Developer Tools | < 24 hours (self-serve) |
⚠️ Longer TTFV correlates with lower activation and retention.
Time to First Value vs Activation Rate
| Metric | Focus | Output |
|---|---|---|
| TTFV | How fast users reach value | Time (in hours/days) |
| Activation Rate | What % of users reach value | Percentage |
✅ Use both to measure speed and volume of product value delivery.
TTFV with CUFinder
CUFinder helps reduce TTFV by providing:
- 🎯 High-fit user profiles → Personalized onboarding paths
- 📊 Enriched CRM and firmographic data → Tailored feature exposure
- 📥 Segmented email flows → Time-sensitive nudges to first action
- 🔁 Behavioral triggers to guide users past friction points
Cited Sources
- Wikipedia: User experience
- Wikipedia: Customer engagement
- Wikipedia: Software as a service
- Wikipedia: Customer relationship management