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Analytics & Metrics

NPS (Net Promoter Score)

A survey-based score measuring how likely customers are to recommend a business, used as a proxy for loyalty.

ecommerce-glossary
CategoryAnalytics & Metrics
Related terms4
Terms indexed121
StatusDefinition ready

In practice

Respondents score 0-10 on how likely they are to recommend the business, and the score is calculated as the percentage of promoters (9-10) minus the percentage of detractors (0-6) - a blunt but widely used proxy for overall brand loyalty, not tied to any single interaction.

A business surveys customers quarterly and finds 60% are promoters and 15% are detractors, giving it an NPS of 45.

Why it matters

NPS is a broad indicator of brand health - a declining trend over several survey cycles is usually worth investigating well before it shows up in harder revenue metrics.

Worth knowing

  • Calculated as percentage of promoters (9-10) minus percentage of detractors (0-6).
  • Follow-up open-ended questions are often more actionable than the number itself.
  • Best tracked as a trend over time, since scoring norms vary widely by industry.
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