Time to value (TTV) measures how quickly a new customer reaches their first meaningful outcome with a product. Reducing TTV is critical for improving trial conversion rates, reducing early churn, and increasing customer satisfaction.

Example: A project management SaaS tracks that customers who complete their first project within 7 days of signup have a 40% higher retention rate. The team redesigns onboarding to guide users to that milestone faster, reducing average TTV from 14 days to 5 days.