Glossary / Time to Value

Time to value

Time to value (TTV) is the time it takes for a user or customer to reach their first meaningful outcome from a product after they start using it. It is a measure of momentum, not a vanity metric: the shorter the time to value, the faster software proves its worth and the more likely people are to keep using it.

In practice, time to value is what separates a tool that gets abandoned from one that earns its renewal. It is measured from a defined starting point such as signup, purchase or go-live to a first value milestone, and it is easy to confuse with onboarding, which ends once setup is complete, whereas time to value ends only when the user reaches a real outcome.

Related terms

See all definitions in the Lemon Learning glossary.

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