E-commerce Glossary

Net Promoter Score (NPS)

Recommendation indicator measuring the likelihood that your customers will recommend your brand.

NPS (Net Promoter Score) is a satisfaction measure based on a single question: on a scale of 0 to 10, how likely are you to recommend our brand to a friend. Responses classify customers as Promoters (9-10), Passives (7-8), and Detractors (0-6).

Calculation: NPS = % Promoters - % Detractors. It ranges from -100 to +100. An NPS above 50 is excellent, 30-50 good, 0-30 fair, negative problematic. E-commerce averages are around 30-45.

NPS is correlated with growth: the higher it is, the more word of mouth feeds organic acquisition. It should be measured regularly (quarterly) and segmented by channel, cohort, and customer segment.

Fullmetrix integrates NPS responses from your surveys (Typeform, Survicate) into your customer base to correlate the score with LTV, purchase frequency, and retention.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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