Definition
Time-to-value (TTV) measures how long it takes for a new user or account to experience a meaningful outcome from your product.
Why it matters
Shorter time-to-value is associated with better conversion, higher activation rates, and lower churn, especially in self-serve PLG funnels.
How to measure time-to-value
Choose a clear activation event and measure the elapsed time from signup or first key action until that event occurs.
You can then compare time-to-value across acquisition channels, roles, or plan types to see where users move faster or slower.
Time-to-value and Skene
Skene automatically measures time-to-value for the milestones and journeys it generates, so you can see how fast different segments reach activation.
Because these metrics are tied to your actual product journeys, you can directly see how changes in onboarding content impact time-to-value.