Digital Marketing & Analytics
Basic

Net Promoter Score

Measures customer loyalty by subtracting the share of critics from the share of advocates.

Formula

NPS=%Promoters−%DetractorsNPS = \%\text{Promoters} - \%\text{Detractors}

Variables

NPSNet promoter score (−100 to +100)
\%\text{Promoters}% who rated 9–10
\%\text{Detractors}% who rated 0–6

Example

70 % promoters, 10 % detractors → NPS = 60

Did You Know?

An NPS above 50 is considered world-class; Apple and Tesla consistently score above 70.

marketingnpssatisfactionloyalty

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