Salesforce Recipe: Customer Health Score


Pendo uses Breadth, Depth & Frequency (BDF) to measure a customer’s health.


This recipe walks through an example on how you can use Pendo data to build your own BDF score in Salesforce.

Ingredients (What You Need)

  • [Prerequisite] Pendo Salesforce Integration Setup
  • Pendo admin account permission
  • Your Salesforce Account Admin Permission to Add New Salesforce Fields
  • Microsoft Excel (for PC or Mac) to help you find your benchmarks
Note: In order to setup this push, you will need to have the Pendo Salesforce Integration setup before you start. This may require your Salesforce Administrator to assist you if you don’t have direct Salesforce Administrator Permission. 

How to Make It

Note: You can modify this recipe to use different criteria. This recipe is intended to provide a starting point. If you do adjust your criteria, be sure to adjust the Salesforce fields to capture the correct data and calculations.

Step 1. Create an Account report in Pendo.

Navigate to “Accounts” in Pendo & create a report:

  • Segment = Everyone
  • Date Range = Last 30 Days
  • Columns recommended = “Number of Visitors,” “Key Feature” & “Time in App”

“Key feature” column is referring to your tagged feature usage. Choose an important feature that has been validated as a retention indicator for this column.

Note: Be sure to choose the last 30 days as you will use this report to setup your Salesforce data mappings.


Note: Columns are based on account level metadata fields setup at Pendo installation. 

Save the Report.

Step 2. Find your benchmarks to help you create your rating system.

This step outlines how you can quickly find your benchmarks by downloading a quick report from Pendo and calculate your “breadth,” “depth” & “frequency” markers using Excel percentile formula. We like to use a 4 point scoring system that correlates to Red, At Risk, Healthy, and Champion so using percentiles is one method to determine an even distribution across 4 segments of our base. Therefore finding the 25th, 50th, and 75th percentiles lets us start with an educated estimate of where to draw our usage lines in each category.

To start this exercise, download the Account report you just created and open in Excel. In a new sheet, create the following charts to create tiers (each 25%) and create your point system for scoring:


Tip: To simplify this process, download this Excel template with pre-loaded formulas . All you need to do is copy your data to the appropriate columns in this template. 


  • 25% = red
  • 50% = at risk
  • 75% = healthy
  • 100% = champions

Assign a points system: (In this example, we used 0-3 points.)

  • 25% = 0
  • 50% = 1
  • 75% = 2
  • 100% = 3

Use the percentile function in excel to find the number of accounts in each percentile:

  • 25% =PERCENTILE.EXC(accountList!B:B,0.25)
  • 50% =PERCENTILE.EXC(accountList!B:B,0.5)
  • 75% =PERCENTILE.EXC(accountList!B:B,0.75)
  • 100% = anything above 75%

Save these to help you create your SalesForce formula fields.

Note: “Depth” may differ between companies as key features will differ based on how the business is defined. We typically recommend customers to choose at least the top 5 features that are used by your power users. This recipe only uses one feature so you can repeat as necessary. 

If you don’t know what top features to use in your health score, use Pendo feature data to see what your power users & current customers use the most.

Step 3. Create your Salesforce fields to capture Pendo data & calculate your score.

Navigate to your Salesforce account and create your fields you want to capture from Pendo & score calculation fields. In this example, you will need to setup at least 7 fields:

Fields to capture data from Pendo:

  • Numeric field with the name Number of Visitors and API name of Pendo_Number_of_Visitors
  • Numeric field with the name Feature Name and API name of Pendo_Feature_Name
  • Numeric field with the name Time in App and API name of Pendo_Time_in_App 
Note: You must have “Pendo_” in the API name. The Pendo SalesForce will look for “Pendo” fields to prevent accidentally overwriting fields in Salesforce.

Then, create formula fields to calculate scores by replacing the ‘#” with the benchmarks you found in Step 2 & using the Pendo data captured in the fields you created above:

  • Field to calculate your “Breadth” score called BDF Visitors (Field type = Custom Formula Field with type of Number and no decimals). Copy the code below and replace the ‘#’ with the benchmarks you found in Step 2.

    IF(Pendo_Number_of_Visitors__c > # ,
    IF(Pendo_Number_of_Visitors__c > # ,
    IF(Pendo_Number_of_Visitors__c > # ,
    1 ,
  • Field to calculate your “Depth” score called BDF Feature Name (Field type = Custom Formula Field with type of Number and no decimals). Copy the code below and replace the ‘#’ with the benchmarks you found in Step 2.

    IF(Pendo_Feature_Name__c > # ,
    IF(Pendo_Feature_Name__c > # ,
    IF(Pendo_Feature_Name__c > # ,
    1 ,
  • Field to calculate your “Frequency” score called BDF Time (Field type = Custom Formula Field with type of Number and no decimals). Copy the code below and replace the ‘#’ with the benchmarks you found in Step 2.

    IF(Pendo_Time_in_App__c > # ,
    IF(Pendo_Time_in_App__c > # ,
    IF(Pendo_Time_in_App__c > # ,
    1 ,
  • Field to calculate & capture your overall score called “Total Score” (Field type = Custom Formula Field with type of Number and no decimals). Copy the code below.
    BDF_Visitors__c +
        BDF_Feature__c +
Note: Once Pendo data is pushed into Salesforce, these calculation fields will update afterwards.

Check out Salesforce’s documentation to learn more about setting up custom fields.

Step 4. Setup your report to push to Salesforce In the account report you just saved, you should see a “Set Up” button to map your Salesforce fields:


Choose your desired field mappings:


Once you’re done, save your settings. Click on the “Sync Now” button in the visitor report to manually push changes into Salesforce for your one time test. Moving forward, your data will sync automatically every 24 hours. Once the sync is completed, review the data in Salesforce.


Learn more about Frequently Asked Questions on Pendo’s Salesforce Integration.

Tip: If you want to push BDF scoring back into Pendo, setup Salesforce Pull.