Integrate with Amplitude to combine behavioral data with customer feedback

Claudia Pelagatti

Updated March 11, 2025 13:32

Productboard Customer Education Team

By integrating Productboard with Amplitude, Product Managers will be able to more easily derive insights from qualitative and quantitative data and make better decisions on what to build next.

With this integration, you will now be able to:

Aggregate customer and product data from multiple sources in a single place to get a richer view of how your feature is performing.
Use built-in Amplitude cohorts to filter notes, features, and roadmaps, and create custom User Impact Scores
Better serve your target persona by studying qualitative feedback alongside behavioral product data.

Note: The UI shown in the following video is from an older version of Productboard, but the demonstrated behavior is still relevant.

Installing the Amplitude integration

To install the Amplitude integration, follow the steps below:

Get your Productboard access token. From the top of the Main menu, click Workspace menu > Settings > Integrations.
Find and click Access token, and add a new access token by clicking the plus button ().
Click Add token. The generated token will only be displayed once, so copy it and store it in a secure location, as you will need it in the next steps.
Copy the token and give it a descriptive name, like Amplitude Cohort Sync. The generated token will only be displayed once, so make sure to store it in a secure location, as you will need it in the next steps.
In Amplitude, click Data > Connections > Destinations.
To see the Productboard data destination, search for “Productboard” under the Destinations tab:
Click on Productboard, and you’ll see this modal below. Name your integration, and paste the access token that you copied in step one.
Finally, you need to define the matching key for Amplitude. You do this by choosing which Amplitude user properties match those listed on Productboard. Select User ID in Productboard User ID. You can select either Email or Productboard external ID to match users.

The installation is now complete!

Note: Once you’ve installed the integration, no changes will occur within your Productboard or Amplitude instances.
Changes will only occur when you manually choose which cohorts you wish to sync with Productboard.

Choosing which cohorts from Amplitude to sync

Productboard’s Amplitude integration enables you to filter and assess features and feedback by Amplitude’s cohorts. In practice, you should be syncing user attribute cohorts, and user behavioral cohorts to Productboard.
Before syncing cohorts to your Productboard workspace, you need to determine which cohorts you wish to sync. Below you can find examples of useful cohorts you could choose.

Tip: To supercharge your analyses, we recommend having a deep set of user properties in your product analytics tool.

For example, Productboard has properties such as created_at, job_title, role, plan, space_paid_users.

We have also integrated Amplitude with Clearbit, which gives us additional user properties such as industry_category, estimated_revenue, money_raised, and employee_range.

User attribute cohort examples

User role	A user’s permission set. For example, admin and user.
Job title	Their role within the organization. For example, IT Managers, Sales, and Executives.
Time on platform	Using the `created_at` property. For example, new user, and experienced users. If you use trials, also create a trial user cohort.

User behavioral cohorts

Onboarding status	If you have an onboarding funnel, create a cohort for each stage of the funnel. This will enable you to assess feedback based on a user’s onboarding status.
Power users	Enable you to assess the feedback from your most engaged users.
Disengaged users	Find out why users are disengaged by assessing their feedback.
Churned or historically engaged users	Find out why historically engaged users became disengaged.
North star contributors	Users who are currently contributing to your north star. For example, Productboard tracks weekly active users. Therefore, we have cohorts for users who are currently weekly active users, and those who are not.
Feature level engagement	If there are any features you’re interested in improving, create cohorts based on users that have engaged with that feature. You might find laterally useful feedback in unexpected places.

Syncing cohorts

Once you created cohorts, you can start to sync them.

In Amplitude, go to the Cohorts page:
On the Cohorts page, click on the cohort you wish to export and press View cohort details:
Here you can see the details associated with the cohort selected. To sync the cohort, click Sync to...
Then, select Productboard:
Select an API target, which is the integration name, and choose the sync cadence.
We recommend having your strategically essential cohorts as automated syncs, whereas one-time syncs are appropriate for project work:

That's it! It will take some time for the sync to complete, but you should be able to use the cohort on Productboard within approximately 30~minutes.

Resyncing one-time syncs

Automated syncs will automatically resync the cohort to Productboard on an hourly or daily basis.
One-time syncs will not automatically resync, but you can always resync through a single click in your Amplitude instance.

To resync a one-time sync:

Click on a Cohort.
Select Syncs.
Then, click on Sync Now:

Using Amplitude cohorts in Productboard

Once you install the integration, you can use Amplitude cohorts in Productboard. Below we will cover how you can use cohorts on the Features and Insights board.

Checking feedback a cohort submitted
Checking trends from a cohort
Analyzing the user impact score broken down by cohort

Reviewing feedback provided by a cohort

You can check feedback submitted by a specific cohort on any insights board by clicking Filtered by > Segment and checking the segments with the Amplitude logo you'd like to look at.

Viewing trends from a cohort

If you want to see trends for a specific cohort, add the segment as a filter on an insights board, then click Layout: Notes > Analytics. See Identify trends in collected feedback on the Analytics page for details.

Analyzing the Customer Importance Score and studying how it changes by cohort

If you want to see how important the features you're working on are for a specific cohort, you can add cohorts as columns to features boards and grids.

Click Add columns > Segments and select the cohorts you'd like to see on your board.