How to Create Custom User Scores for Intercom

Some of our Google Sheets Add-on beta users have been using it to do some really interesting stuff. One of my favorites is the company that is using it to identify their best customers by creating custom user scores using and user data from Intercom.


Here’s how you can build something similar:

Gather Data

First, export user data from Intercom (Instructions here) and upload it to a new Google Sheet. It should look something like this:

intercom data@2x.png

Given all of the data available in Intercom, you can really easily do a lot here. To get started, let’s narrow it down to a few columns:

sample columns.png

With these columns, we can easily get a few useful facts about each customer:

  • How long has it been since they signed up
  • How long since their last login
  • How many times they’ve logged in
  • Whether they’re on a free or paid plan

You can add columns and use an easy formula in Google Sheets to calculate the number of days between today and the Signed up and Last seen dates:


And an if/then statement to show whether or not the user is on a paid plan:

=if(P2 = "free", 0, 1)

The result is a sheet like this:

columns with formulas.png

(To help you get started quickly, here’s a copy of this spreadsheet. Just go to the File > Make a Copy menu to make a copy of it in your own Google account.)

Set Up Your Rules

If you don’t already have a account, you can sign up here to try it for free.

Next, let’s decide on a few rules to start things off. These are a pretty obvious place to start:

  1. The longer it’s been since a user signed up, the better, so a larger number of days here is good.
  2. The shorter it’s been since a user last logged in, the better, so a smaller number of days is best.
  3. The more times a user has logged in, the better, so a larger number here is also good.
  4. A user on a paid plan is better than one on a free plan.

Let’s also say that rules 2,3 and 4 are much stronger signals than rule 1, so we can give rule 1 a lower weight.

Here’s what those rules might look like in


intercom scoring rules@2x.png

(Follow this link and click on Create to make a copy of this agent in your own account)

Take note of your API key and the Agent ID of the agent you created above. You’ll need them for the next step.

Calculate User Scores

If you haven’t already made a copy of the sample spreadsheet above, you can do that here.

Next, install the Google Sheets add-on.

Once the add-on is installed, go back to the Add-ons menu > > Settings and enter your API key and Agent ID.

With the Google Sheets add-on, you can use the function =FUZZYAI() to send data to and display the result. It expects inputs in the following format:

=FUZZYAI(<name of input 1>, <value of input 1>, <name of input 2>, <value of input 2>, etc)

So for this example, paste this formula into cell B2 (in the User Score column):

=FUZZYAI("daysSinceSignup", D2, "daysSinceLastSeen", F2, "webSessions", G2, "paidPlan", I2)

A score should appear in that column. Just copy and paste that formula into B3 -> B10 to get the rest of the scores.

Set This Up For Yourself in 5 Steps

  1. Create a sample User Score agent in your account by following this link and clicking on Create. (If you don’t already have a account, sign up here to try it for free.)
  2. Take note of your API key (found on your dashboard) and the Agent ID of the User Score agent you created in step 2.
  3. Go to this sample Google Sheet and make a copy of it in your own Google account.
  4. Add the Google Sheets add-on to that sheet.
  5. Copy the FUZZYAI formula shown above to cell B2.

And with that, you should have a working version of this example! Try changing some of the data in the spreadsheet to see how it affects the score.

Other Ideas

The goal here, of course, is to show a pretty simple example of how to do this. We’ve seen users do similar things to create lead scoring, do churn risk analysis, and much more.

Some of our users have built agents to do this type of user score and then send that score back to Intercom daily as custom user attributes.


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