Net Promoter Score
Product – likelihood of users to recommend the specific product
What is Net Promoter Score?
Net promoter score in a product context shows how likely users are to recommend the product to others, based on an in-product survey. It gives a simple read on user loyalty.
It is quick to collect inside the product and useful for spotting shifts in how people feel after releases.
How this KPI is measured
- Function
- Product & Engineering
- Sub-function
- Product Performance
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- score (−100 to +100)
- Measurement frequency
- Quarterly
- Formula
- % Promoters (9–10) − % Detractors (0–6) from in-product survey
How to calculate it
Ask users how likely they are to recommend the product, on a scale of 0 to 10. Subtract the percentage of detractors (0 to 6) from the percentage of promoters (9 to 10).
For example, if 45% are promoters and 20% are detractors, the score is +25.
Ask at a sensible moment, avoid over-surveying, and always add an open question so you learn why people gave their score.
Where it is used
Tracking user sentiment
Follow trends.
Measuring release impact
See changes after updates.
Finding improvement themes
Read the comments.
How to improve it
Tips and common mistakes
- Compare with your own trend more than with other products.
- Watch sample size.
- Do not survey users who are mid-task.
More Product & Engineering kpi library
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