Time to first value (TTFV)
Activation metric. Do new users reach first value?
What is time to first value?
Time to first value (TTFV) is how long a new user takes, from install or sign-up, to reach the first moment the app delivers what it promised.
First value event: the event you choose to represent the user first getting what the app promised.
How to calculate TTFV
TTFV = Median of (Time of first value event − Install time)- First value event
- the event that marks the promise being delivered, such as a first lesson finished or first video played
- Install time
- first open after install (or sign-up time, if you measure from sign-up)
Where definitions differ
| Variant | Formula | When to use it |
|---|---|---|
| Median TTFV | Middle value of all users' times | The default; not stretched by a few slow users. |
| Share within target | Users reaching value within t minutes ÷ Users × 100 | Easier to set goals on than a median. |
| Mean TTFV | Sum of times ÷ Users | Pulled up by users who return days later; use with care. |
TTFV calculator
Example inputs: change them to your own numbers. The examples only make the calculator show a worked answer; they are not benchmarks or targets. Runs in your browser; nothing you type is sent anywhere.
- Median TTFV
- 7.5 min
- Mean TTFV
- 9.9 min
- Share reaching value within target
- 70%
Why use the median and not the average?
A few users who come back days later stretch the average a lot, so the median describes the typical new user better. Report the median together with the share who reach value within your target time.
How TTFV differs by vertical
| EdTech | Time to first lesson completed; long placement tests delay it. |
|---|---|
| Fintech | Time to first successful transaction, which KYC review time often dominates. |
| OTT and streaming | Time to first video played; autoplay trailers shorten it. |
| Gaming | Time to first win or first level complete. |
Common mistakes
- Using the mean, which a handful of slow users can double.
- Measuring only users who reached value and ignoring those who never did; report the share as well.
Questions
What is time to first value in an app?
It is the time between a user installing (or signing up) and first getting what the app promised, such as finishing a lesson or playing a video. Shorter is usually better, as long as the value is real.
How do you measure TTFV?
Record the install time and the time of the first value event for each user, take the difference, and report the median plus the share of users who reached value within a target time.
Does TTFV include users who never reach value?
A median of times can only include users who got there, so it flatters if many never do. Always show the share of the cohort that reached value alongside it.
Which currency do the calculators use?
The calculators show US dollars, but every formula works in any currency: enter your own figures in the currency you report in and read the results in that currency.
What is the difference between a metric and a KPI?
A metric is any measured quantity; a KPI is a metric a team has chosen as a target for judging performance. Most metrics here become KPIs only for the teams whose work moves them.
Do I need an MMP to measure these metrics?
Not for all of them. Engagement and monetisation metrics come from product analytics and billing data, while metrics split by ad channel, such as CPI, ROAS or retention by source, need installs attributed to campaigns.