Feedback Reports

Our demand reports allow you to easily identify your highest value requests for any segment of visitors, prospects, internal teams, or product area, so you can make data-informed decisions on what to build next.

For example, do you need to know...

  • The top five priorities for all of your enterprise accounts in North Carolina? 
  • What your Customer Success teams need to keep the most ARR from churning? 
  • Whether you should build that big feature for a prospect? 

Below you'll find details on how our reports work.

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After you have installed the Pendo snippet and users have started voting on requests, you'll have data in several predefined reports:


The default report is the Visitor SmartList. This report shows the items that will deliver the most to your active, paying visitors and it prioritizes your larger accounts. It uses your visitor account values, the number of votes, and each user's priorities to sort this list. Inactive visitors, free triallers, prospects, and internal teams are all excluded from this report. Your larger visitor accounts' requests will be higher up in this list than your smaller account's requests.

If you're not sure where to start, this report, along with the Internal SmartList and Prospect SmartList is where we recommend looking during roadmapping meetings.

Read more about our roadmapping best practices or why we don't recommend relying on your popular vote reports

The Visitor Impact report is similar to the Visitor SmartList in that it shows the items that would deliver the most to your active, paying visitors. The difference is that it's ordered by "Total Account Value". This is the sum total of the values assigned to each visitor account (usually MRR or ARR) who is interested in a particular idea. This helps you to show shareholders why you're working on certain ideas over others.

The Internal SmartList shows the items that will deliver the most value to your internal teams (sales, success, engineering, etc). It uses the number of votes and users' priorities to sort this list. All visitor and prospect demand is excluded from this list.


Note: you will usually have overlapping items in both your Visitor and Internal SmartLists, because both visitors and team members will vote on some of the same items. However, the report will only take into account the votes + priorities of the relevant users. For example, visitor votes aren't factored into the ranking of your Internal SmartList. In this way, we always keep your internal team data separate from your other reports.

The Prospect SmartList is the same as the Visitor SmartList, but it looks at the demand from your prospects, not visitors.

The Effort vs Value report will chart the value vs the development effort to see which items are quick wins, and which should probably be avoided. Note that the "Request Value" here reflects the SmartList value. You can use "Popularity", which looks at number of votes, as a metric instead by adjusting the filters under the "Advanced" tab.


To view any of these reports for a specific set of users or area of your product, the rest of the predefined report list will help jump start your review.

For example, if you want to know what the priorities of all your active, paying visitors are, and treat each account equally (by ignoring account value) then you'll just start at the Visitor Priorities report. This excludes the "account value" metric so your large accounts have the same authority as your smaller accounts.

If you want to see which ideas rise to the top when only votes are taken into account, then the Visitor Vote report will show you exactly that, ignoring other factors like priorities and account value.

If you want to see what all of your inactive customers have requested, see the Visitors from Inactive Accounts report. This shows the requests of all visitors who haven't used your product in the last 30 days.

If you have free triallers, and you'd like to see what common requests are across those users, just click your Free Triallers report.


Your predefined reports are just a starting point. You can delve much further into your reports using the Advanced filters to answer all kinds of interesting questions:

  • What do my enterprise/mid-market/SMB accounts want?
  • What trends has our Customer Success team identified?
  • What do our Sales teams in the Southwest USA region need to close more deals?
  • What will make our CAB happy?
  • What quick wins can we build and what would the impact be?

See how below...

Note: To quickly return to any advanced report, just bookmark the URL.

What do my enterprise/mid-market/SMB accounts want?

Use the predefined reports for high / mid / low value accounts:


What trends has our CS team identified?

If you're not sure which tags your CS team is using, you'll want to find out! They can be a source of trends, insights, and critical items that you wouldn't know about otherwise.

Here are a few ideas for tags your CS teams can use:

  • Risk:Adoption
  • Risk:Expansion Value
  • Customer Success:Quick Win?
  • Customer Success:Strategic
  • Project:Enterprise reporting

See more tagging ideas here. Remember to set up auto-tagging to ensure your visitors and accounts are tagged automatically.

To get this report, just start with the predefined report you need (Visitor SmartList to prioritize by visitor demand, Internal SmartList to prioritize by internal team demand, etc) then click "Advanced" > "Request Filters" and select the tags you'd like to look at:


The great thing about this report is you can look at just the items your CS team have identified as important - by filtering using to the tags they have applied - but the list will be prioritized by visitor (or internal team, or prospect) demand, making it easy to know exactly where to get started:


What do our Sales teams in the Southwest USA region need to close more deals?

For this report, you'll start with your Internal SmartList and use the advanced user filters to filter down to just the Sales team, then by region:


What will make our CAB happy?

Start out with your Visitor SmartList and use your advanced user filters to find the requests your CAB most want, in order of priority.

What quick wins can we build and what would the impact be?

Start with the "Effort vs Value" report and filter for any segment of users or area of your product, by clicking "Advanced" > "Effort":


Look out for the graph beneath the report which will help you analyze the Effort vs Value report:


Frequently Asked Questions

What does the "value" mean, and how is it calculated?

The value is calculated differently across all of your reports based on the metrics that you're looking at. Your SmartLists include:

  • Number of votes by users
  • Priority levels of users
  • Value of the accounts (for prospects + visitors)

These metrics are combined to give a "value" that you see in the list.

The value of each request is relative to the other requests in a report, so each request will have a different value depending on the report or filters that you're looking at. (A request that's valuable to paying visitors but not to prospects will have a different value in the Visitor SmartList than in the Prospect SmartList.)

How are the low/mid/high value accounts calculated?

The different customer and prospect segments (low/mid/high value) are calculated by segmenting your Account Values and then dividing them into four quartiles.

Low-value customers are those who fall into the 1st quartile, Mid-value into the 2nd and 3rd quartiles, and High-value into the 4th quartile.

In other words:

Low Value — Bottom 25%
Mid-Value — Middle 50%
High-Value — Top 25%
If all of your values are the same, then they would technically all fall into the 1st quartile, and as a result would be classified as Low-value customers.

Why can't I see all the votes in the predefined reports?

There may sometimes be a discrepancy between the number of users attached to a request and the number of votes displayed on one of the predefined reports.

This is because the reports don't show visitor and team data together at once.

For predefined reports, some Account-level filters will be set automatically:

  • Account Status - Paying
  • Account Monthly Value - Any
  • Account Activity - Any

Try tweaking the filters and you'll see the number of votes change accordingly.

How do I separate out my team's requests from our visitor data?

It already is! 

While you can combine filters to see a list of requests from visitors AND prospects, you are unable to mix the data from visitors and internal team members. This is for a number of reasons, including:

  • Your internal teams likely have insights into back-end processes and product areas that could be improved. While your visitors may be indirectly impacted by this, they may not have the awareness needed to suggest improvements.
  • It's likely you have a much higher headcount among your visitors than your employees. Your team's voices will get lost among your visitors' if their data is mixed.

Note that your visitors are able to upvote requests sent in by internal teams - and vice versa - so good ideas will land at the top of both SmartLists regardless.

Why aren't all of my requests showing up in my reports?

When looking at your reports, you may notice that not all requests are showing. This is usually because user or account filters are applied based on the pre-defined report you started with.

For example, if you started on the Visitor SmartList and then filtered down by a request tag, you'll only see the requests with that tag that have been voted on by your active, paying visitors.

To see all requests under a specific request tag, simply clear your "Account" filters to show all statuses, values, and activity:


Or switch between Visitors and Internal Users under "User Filters":


(Remember, your reports always separate out your internal team demand from your visitor + prospect demand.)

If that doesn't work, you may have additional filters applied so take a look through your request filters and make sure you've only selected the tags you want to see.

Why aren't there any requests in my reports?

It could be that your visitor accounts are set to "Not Paying". This means they won't show in your reports by default. You can check this by clicking "Accounts" in the left-hand navigation and looking at the "Status" column.

Non-paying visitors are placed in the "Free Triallers" report and won't show up in the Visitor SmartList.

If active visitors are incorrectly set as "Not Paying", it suggests there's an issue with the data coming in through the snippet. Check that your default setting for new visitors is "Paying". If not, you should consider changing it.

It might also be that the account values are causing customers to be filtered out.

Check your filters by opening the "Account filters" tab and setting them to:

Account Status — Any

Account Monthly Value — Ignore

Account Activity — Any

This will mean every visitor shows up on the report.