Discovery with Demand Reports

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Use our on-demand Feedback Reports to identify your highest value requests for segments of visitors, prospects, and internal teams, allowing you to make data-driven decisions about what to build next.

Demand Reports is the default tab open on the Reports page, which is found in Feedback's left-side menu.


For information on the other tabs found in the Reports page, see the Communicate what's coming article, which describes the What's Coming report, and the Deal with similar requests article, which describes the Similarity Report.

Best practices with Demand Reports

When looking at your Demand Reports, it’s best to have a goal in mind to help you narrow your focus to the relevant data. We recommend augmenting Predefined Reports with filters found in the Advanced tab to give you insights that you can act on. For more information, see Advanced filters in this article.

We also recommend using both manual and automatic tags. Manual tags can be a source of insight that you wouldn’t have otherwise. For example, your Customer Success team might tag requests that represent risks or that are relevant to an existing project.

We especially recommend that you set up auto-tagging to tag your visitors and accounts with data from your product, such as a visitor’s job role or the location of an account. This ensures that your data is ready for analysis as soon as you start collecting feedback. For more information about tagging, see Tagging in Feedback.

Demand Report metrics

This section describes how Demand Reports in Feedback work. It also described how things like inactivity and value are calculated in these reports.

SmartLists versus popularity

If you’re new to Feedback, we recommend starting with the Visitor SmartList, Internal SmartList, and Prospect SmartList under Predefined Reports for planning and roadmapping. For more information about these reports, see Predefined Reports in this article.

While easy to digest, we don’t recommend relying solely on popularity (such as Visitor Vote) over SmartLists, because popular vote treats every request equally, relying solely on the number of votes per request, and ignores useful information for making informed product decisions, such as the following:

  • Priorities. You could have two highly popular requests, but one could be a “nice-to-have” while the other might be a deal breaker. SmartLists give higher priority requests more weight to help you determine what’s urgent, critical, or most important.
  • Account Value. Some requests with the most votes might have been voted for by startup customers rather than enterprise companies. SmartLists give higher-value accounts more weight to help you build the features that your larger customers want.
  • Time. Older requests might no longer be relevant to your product strategy, even if they have a lot of votes. SmartLists give newer requests more weight so that you’re looking at the most up-to-date information.

Visitor versus team user data

Feedback reports separate team requests from visitor requests. While you can combine filters to see a list of requests from visitors and prospects in the same report, you can’t mix data from visitors and internal users. This is because your team users have insights into back-end processes and product areas. You also likely have many more visitors than employees, and your team user data can get lost amongst visitor data.

Your visitors can still upvote requests from internal users just as internal users can upvote requests from visitors. This means that good ideas can make their way up your SmartLists regardless of whether you’re looking at visitor or team user requests.

Because reports don’t show visitor and team user data together, there can be a discrepancy between the number of users attached to a request and the number of votes displayed in one of the predefined reports.

Account-level filters

For visitor predefined reports, the following account-level filters are set automatically:

  • Account Status > Paying
  • Account Value > Any
  • Account Activity > Active

If you can’t see all your requests in a report, it’s usually due to these filters. You can change them in the Advanced tab, and this changes the number of votes accordingly. 

For example, if you start with the Visitor SmartList and then filter by request tag, the results only show requests that have been voted on by your active, paying visitors. To see all requests under the chosen tag, change your Account Filters to show all statuses, values, and activity, or switch between Visitors and Team Users under User Filters.

If there’s still a discrepancy, look at your other filters and update them accordingly. For more information, see Advanced filters in this article.

How inactive users are calculated

The "inactive" status (formerly called "churned") is calculated automatically through the Pendo install script (commonly referred to as "the snippet").

If a visitor hasn't signed in to your app for 30 days, Feedback marks them as inactive. If none of the visitors from an account have logged in to your app for 30 days, Feedback marks the account as inactive.

If you want to keep all visitors set as "active" for longer than 30 days, let the Support team know your preferred duration. There's no way to turn off the "inactive" setting altogether, but you can request that we set the period of inactivity to a much longer timeframe (for example, 10 years) to keep users "active".

How value is calculated

Value is calculated based on the metrics you’re looking at in a report. This means that each request has a different value depending on the report or filters you’re looking at. For example, 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.

Smartlists take into account the number of votes, priority levels, and account value for prospects and visitors. These metrics are combined to give the Value you see in the resulting list. The value of each request is relative to the other requests in a report.

How high-, mid-, and low-value accounts are calculated

Low-, mid-, and high-value customers and prospects are calculated by segmenting your Account Values and dividing them into four quartiles. High-value customers are those that fall into the first quartile (top 25%), mid-value customers are those that fall into the second and third quartiles (middle 50%), and low-value customers are those that fall into the fourth quartile (bottom 25%).

If all of your values are the same, they fall into the bottom quartile, and are all classified as low-value customers.

Predefined Reports

We provide a number of predefined reports that you can start using as soon as you’ve installed Pendo Feedback and started collecting data. Predefined reports are found in the Demand Reports tab of the Reports page, which you can find in the left-side menu of Feedback.


Visitor Smartlist

The default report is the Visitor SmartList. This report shows you items that will deliver the most to your active, paying customers, and gives more weight to your larger accounts. The list is sorted based on your visitor account values, the number of votes, and each visitor’s priorities.


Inactive visitors, free trailers, prospects, and internal teams are excluded from this report. Requests from your larger visitor accounts are higher up on the list than requests from your smaller accounts.

If you don’t want to include account value as a factor in your results, you can choose to ignore account value using the options in the Advanced filters tab. Expand Account Filters and choose Ignore under Account Value. Alternatively, use the Visitor Priorities report instead.

Visitor Impact

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 customers, but it’s ordered by total account Value.

Total account value is the sum of values assigned to each visitor account (usually MRR or ARR) interested in a request. This helps you show stakeholders why you’re working on certain ideas over others.


Internal Smartlist

The Internal SmartList shows you items that will deliver the most to your internal teams (Sales, Customer Success, Engineering, and so on). The list is sorted based on the number of votes and each user’s priorities. 


Account visitor votes and prospect demand are excluded from this list to keep internal team data separate from your other reports. You can still have overlapping items in both your Visitor SmartList and your Internal SmartList because both visitors and internal users can vote on some of the same requests. However, the Internal SmarList only takes into account the votes and priorities of the relevant users.

Prospect SmartList

The Prospect SmartList is the same as the Visitor SmartList, except that it looks at the demand from your prospects. Visitors and internal team users are excluded from the report. The list is sorted based on your prospect account values, the number of votes, and each prospect’s priorities.


Effort vs. Value

The Effort vs. Value report charts the value of a request against the development effort to help you determine which items might be quick wins, and which could be avoided.


Effort is defined by the development effort sliders (on a scale of 0 to 100) in individual requests. The ability to set an effort estimate depends on your Feedback permissions as an internal user. For more information, see Manage Team: Roles and Permissions in Feedback.

Request Value comes from the SmartList algorithm and is normalized. A value of 100 suggests maximum impact. You can instead use Popularity as a metric, which looks at the number of votes, by adjusting the filters under the Advanced tab.

Visitor Priorities

Like the Visitor SmartList, the Visitor Priorities report shows you items that will deliver the most to your active, paying customers, but without giving more weight to larger accounts. This allows you to ignore account value so that your larger accounts are treated equally to your smaller accounts. You can then narrow down the results using the Advanced filters.

Visitor Vote

If you want to see which requests are at the top of the list when only votes are taken into account, you can use the Visitor Vote report. This report can make a good starting point before narrowing down your results using the Advanced filters.

The report shows you the number of visitor votes associated with each request, ignoring other factors like priorities and account value. It doesn't take internal user votes into account, and so the vote count in this report can be different from the vote count when you open the details of an individual request.

Visitors from inactive Accounts

If you want to see the requests of your inactive customers, you can use the Visitors from Inactive Accounts report to see requests from visitors who haven’t used your product in the last 30 days. This can help you reduce the risk of churn.

High Value, Mid Value, and Low Value

You can view the top priorities of your High Value account visitors (first quartile), Mid Value account visitors (second and third quartiles), and Low Value account visitors (bottom quartile) using the corresponding predefined reports.

Free Triallers

If you want to see the requests of your free-triallers, you can use the Free Triallers report to see requests from non-paying customers. This can help you identify what features would most incentivize customers to upgrade.

Advanced filters

You can use Predefined Reports as a starting point and then investigate further using the Advanced filters. The Advanced filters tab is located next to the Predefined Reports tab, which you can find by navigating to Reports > Demand Reports from the left-side navigation.


Advanced filters work best when you have auto-tagging set up, ensuring your data is ready for analysis. For more information, see Tagging in Feedback.

These filters can help you answer questions like the following.

What trends has our Customer Success team identified?

To answer this question, you first need to find out what tags your Customer Success team is using. You can then use predefined reports as a starting point and filter the results based on the relevant tags.

When your requests have tags from Customer Success:

  1. Choose Visitor SmartList under Predefined Reports.
  2. Open the Advanced tab and then Request Filters.
  3. Select the Customer Success tags you’d like to filter by.

This allows you to look at the items your Customer Success team have identified in a list that’s prioritized by visitor demand. You can do the same for internal teams and prospects using the other SmartLists.

What do our Sales team in a specific region need to close more deals?

To answer this question, you start with the Internal SmartList and filter by team and region.

  1. Choose Internal SmartList under Predefined Reports.
  2. Open the Advanced tab and then expand User Filters.
  3. Choose the Sales team from the User Teams dropdown menu.
  4. Expand Request Filters.
  5. Choose the relevant region from the Region dropdown menu.

How do we increase sales to enterprise customers in a particular country?

To answer this question, you start with the Prospect SmartList and filter by high-value accounts and country.

  1. Choose Prospect SmartList under Predefined Reports.
  2. Open the Advanced tab and then expand Account Filters.
  3. Choose High from under Account Value.
  4. Expand Request Filters.
  5. Choose the requesting country from the relevant dropdown menu.

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

To answer this question, you start with the Effort vs. Value report and filter by a segment of users or product area that’s relevant to your product strategy.

  1. Choose Effort vs. Value under Predefined Reports.
  2. Open the Advanced tab and choose Effort.
  3. Filter by relevant options under the Request Filters, User Filters, Account Filters, and Opportunity Filters.
  4. Look at requests appearing in the bottom right quadrant of the chart to identify quick wins.

Export a report in a CSV file

You can export the data from any report by selecting Download CSV in the top-right corner of the report. The following data is contained in the CSV:

score A Value out of 100 for each request in the report. Each request’s score changes based on the report selected and the filters applied. For more information, see Demand Report metrics in this article.
id The request identification number in Feedback.
title The title of the request.
description The description of the request.
resolution The message included in the most recent update for that request.
status The progress of a request through your feedback workflow, labeled based on the language chosen by your organization. For more information, see Request status updates.
created_by_user_id The user identification number of the visitor or team user that created the request.
created_by_user_name The name of the visitor or team user that created the request.
created_by_user_email The email of the visitor or team user that created the request.
updated_by_user_id The user identification number of the visitor or team user that last updated the request.
resolved_by_user_id The user identification number of the visitor or team user that last updated the status of the request.
created_at, updated_at, declined_at, developing_at, planned_at, released_at, and waiting_at, The date and time that the request was created, last updated, or moved into each status.
effort The development effort level set in Feedback, out of 100.
is_private True for private requests; false for public requests.
tags The tags, including tag categories, applied to the request.
reqested_by_ The user who submitted the request.
apps The app associated with the request.
product_areas The product area associated with the request.
total_upvote_count Total number of visitor votes. Team-only votes aren’t currently exportable. This field always contains visitor votes.


Note: User filters applied to reports don’t affect CSV exports. This means that all visitor votes are included, regardless of their activity or payment status. 

Frequently Asked Questions

Why aren't there any requests in my report?

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 opening the Accounts page from the left-side navigation and looking at the Status column.

Non-paying visitor accounts show up in the Free Triallers report and won't show up in the Visitor SmartList.

If active visitors are incorrectly set to Not Paying, there might be an issue with the data coming in through the install script, commonly referred to as “the snippet”. Check that your default setting for new visitors is Paying. For more information, see the Developer’s guide to installing Pendo.

It might also be that the account values are causing customers to be filtered out. Check your filters by navigating to the Reports page, opening the Advanced tab, and expanding Account Filters. To ensure every visitor shows up in the report, set the following:

  • Account Status > Any
  • Account Value > Ignore
  • Account Activity > Any

Why aren't there any requests in the Visitor SmartList?

The Visitor SmartList only contains requests from active, paying visitors. An active visitor is a user that’s logged in to your application in the last 30 days. For more information, see Report metrics in this article.

To see feedback from your internal teams, filter by Internal Users in the Advanced tab. You can then filter by team, tag, and so on. Alternatively, use the Internal SmartList instead of the VisitorSmartlist.

Why does the Visitor Vote report show a different number of votes for a request than the individual request does?

The total vote count in the Visitor Report can be different from the number of votes in the Request activity section of an individual request's details page due to the filters that are applied in the Advanced tab.

The default popular vote report includes only active, paying visitors, and doesn't include votes from team users. For more information, see Report metrics in this article.

You can adjust the Account Filters to include all visitors from the Advanced tab to the right of the Predefined Reports tab.

To see all visitor votes, select Any under Account StatusAccount Value, and Account Activity. Note that this report will still only return visitor votes and not internal team user votes, which means that the vote count might still be different from the number of votes depicted in the individual request.




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