Showing data is not the same as making an impact. Time to Value is the speed at which a user sees potential. It is the first “aha” moment. Users think: “This could help me.” Time to Impact is the speed at which they feel the difference. Users think: “This has helped me.” The difference is everything. Time to Value gets someone to try your product again. Time to Impact is what gets them to keep it. Many analytics products confuse the two. They equate delivering a report with delivering impact. A chart is not impact. A dashboard is not impact. This is the trap of the passive reporting layer. The tool shows you something, then leaves the burden of change on you to interpret the data, decide what to do, and make it happen in another system. When a product is not part of the change itself, it becomes optional. People check it less. They stop feeling a connection between the product and the outcomes they care about. Eventually, they stop using it. Products that own the path to impact are different. They connect the insight to the action that drives improvement and make that loop fast, clear, and repeatable. In analytics, this might mean: Identifying a high-exit page and letting the user fix it instantly. Spotting a slowdown in load time and triggering an optimization automatically. Running an experiment from inside the analytics view and showing the lift right there. When you shorten the distance between “I see it” and “I changed it,” you shorten Time to Impact. The shorter the Time to Impact, the stronger the habit, and the deeper the product embeds itself in the way people work. You can measure and shorten it: 1. Define the Impact Moment: the change that matters in the real world. 2. Map the Path: every step between first login and that moment. 3. Own the Steps: remove handoffs to other tools or teams. 4. Show the Proof: reflect the improvement inside the product. At Crazy Egg, Effortless Answers and The Question Loop reduce Time to Value. Our editing, testing, and change tracking close the loop and cut Time to Impact. Users get to see more than the numbers. They see the numbers improve. Products that own Time to Impact become indispensable. Products that stop at reporting become background noise.