Integrate with Mixpanel to better understand customer feedback using behavioural data

Claudia Pelagatti

Updated May 21, 2025 13:46

Productboard Customer Education Team

The following capabilities are available on all Productboard plans.

Integrating with Mixpanel will enable you to better understand customer feedback and features to build next based on their importance to your cohorts, segments, and personas.

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

Installing the Mixpanel integration

To install the Mixpanel integration, follow the steps below:

Get your Productboard access token. From the bottom of the Main menu, click 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.
Go to Mixpanel, and click on Integrations.
To see the Productboard integration, scroll down to Integrations.
Select Productboard and, in the dropdown, click Add Connection.
Name your connector, select a User ID you want to match your users with between Productboard and Mixpanel, paste the access token that you copied in step one, and click Continue; you'll see the message: Productboard connected successfully.

The installation is now complete!

Note: Changes will only occur when you manually choose which cohorts you wish to sync with Productboard.

Choosing which cohorts from Mixpanel to sync

Productboard’s Mixpanel integration enables you to filter and assess features and feedback by Mixpanel’s cohorts.

In practice, you should be syncing company-based segments, 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.

Company-based segment examples

Company size	Enterprise, Mid-market, and small businesses (SBM).
Industry	Technology, Media, Financial Services, Consulting, Manufacturing.
Deal size	Based on how your Customer Success or Sales team approaches deal size segmentation. For example, ARR values of 1m+, 500k+1m, 250k-500k, 100-250k, and 50-100k.
Plan tier	Their subscription plan. For example, Productboard has Essentials, Pro, and Enterprise pricing.
Up for renewal	You can create cohorts based on companies up for renewal within a specific timeframe. For example, up for renewal in 2022.
Customer Success Managed	If the company is managed by a customer success manager.

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 Mixpanel, go to the Cohorts page.
On the Cohorts page, click on the cohort you wish to export and press Export to.
Choose the sync cadence. We recommend having your strategically essential cohorts as automated syncs, whereas one-time syncs are appropriate for project work.
Once you choose the cadence, click Begin Sync:

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

As part of your Mixpanel subscription, you might have five automated syncs and an unlimited number of one-time syncs.

To resync a one-time sync:

Click on a Cohort.
Select Export to.
Then, click on Start New Export:

Using Mixpanel cohorts in Productboard

Once you install the integration, you can use Mixpanel 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

Verifying feedback provided by a cohort

You can check feedback submitted by a specific cohort by clicking Filtered by > Segment and checking the segments with the Mixpanel 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.