How to Use NPS

Updated 6 months ago by Max Smith-Gee

What is NPS?

The Net Promoter Score (NPS) is a survey based management tool used to measure experience and overall satisfaction for a customer. The NPS survey calculates a score based on a ranking from 0-10 made by a user and asks one question: "How likely are you to recommend us to your friends and colleagues?"

Prompted to respond to the question by ranking their likeliness to recommend, a user can be one of three things, a promoter, passive, or detractor. Those who answer with a ranking from 0-6 are called Detractors and are believed to be the least likely to exhibit positive behavior and referrals to other potential customers. Those who answered 7 or 8 are called Passives and their behavior falls between promoters and detractors. While passives contribute to the total number of respondents, they decrease the percentage of both detractors and promoters and push the overall NPS score to 0. Promoters are those who answer with a ranking of 9 or 10 and are believed to be the most likely to exhibit value-creating behavior by making favorable referrals to other potential customers, remaining customers themselves for longer periods of time, and overall being a positive addition to the company.

The NPS Score is a value that ranges between -100 and +100 and is calculated using the number of promoters, detractors, and the total number of customers who interact with the NPS.

How to Create NPS

To create an NPS survey, click the "new" button with the plus symbol located top right on the page.


"Content" is used to customize your feedback question, enable a follow-up question setting, and choose how you'd like the NPS to close on the user, either "on submit" or "on pick." The first option for closing the NPS is "on submit." The user will choose a ranking, then close the NPS by pressing the "submit" button. The second option for closing the NPS is "on pick," which means the NPS will close upon a user choosing a ranking. If the follow-up question setting is enabled, the question will appear either after the submit button is clicked or once the user chooses a ranking, depending on which close option is selected.

The follow-up question option is strongly recommended for detractors to comment on why they've left a ranking of 6 or lower.

To start, you must name your NPS with a title to distinguish between each one created, but this won't be visible to users. Next, create a question you would like to ask a user when they visit your site. For example, the default question is: "How likely are you to recommend us to your friends and colleagues?"

Refrain from severely changing the NPS question to conserve the main trend of customer satisfaction

API Code

Found within the Summary box in the "Trigger" tab, is an API code (Application Programming Interface) or "Code Snippet" that acts as an ID tag for your NPS survey. Click the button to copy the code to your clipboard.

Users are able to activate the survey more than once by pasting this API code directly into the console bar as many times as they'd like.

NPS surveys will appear only once for a user, but the user can override this factor by calling the announcement themselves with the API code or by adjusting the setting under the "Trigger" tab (found below).


In the "Design" drawer under the "Content" tab, you have the option to color customize your question, background, labels, and values of your NPS. Another design feature offered is the "expose" setting used to emphasize the NPS. An example of expose is the sheer grey background shown in the NPS preview below. This feature is unchecked as a default because the point of the expose is to draw attention to the survey and dim the rest of the site.

If you're unsatisfied with the design of your NPS, you also have the option to reset the color settings to default. You're able to interact with your NPS on the left while designing it, as well as seeing exactly how it works and what it will look like.


The "Trigger" tab targets a specific area of your site with an NPS survey. This setting has several options to choose from regarding where the NPS survey will be shown, who will see it, what browser or platform it is accessible from, and more. You can find the article covering Triggers in detail here.

How to Publish NPS

Once you've completed naming, designing, and assigning a place for your NPS, you can either save as a draft or publish it. If you've decided to save your NPS as a draft, you will be taken to the main NPS page and from there you'll be able to edit, duplicate, or delete your NPS by clicking on an icon located to the right.

As a precautionary measure, if you've published your NPS, it will take 30 seconds after publishing to actually be visible on your website. Once the 30 seconds are up, you'll be able to access your NPS on your whole site, or in a specific area if you've decided to enable the audience feature.

If you would like to unpublish your NPS, click the "edit" icon, then "unpublish" button (the same spot as the "publish" button). Once you've unpublished the NPS, it will be saved as a draft.

The 30-second precautionary feature only applies to publishing the NPS, therefore, unpublishing the NPS will happen immediately.

Have more than one NPS you'd like to share? You're able to publish multiple NPS surveys that will display after one another upon page refreshment. These surveys will appear in the order of when they were published.

If you've linked your NPS survey with an announcement, the Announcement will be visible first, then the NPS will appear once the user refreshes their page or visits a new one.

The NPS survey will only be shown once per user. If you've published an NPS, then deleted it sometime after, a user who originally didn't see the published NPS will never see it because it has now been unpublished.


Analytics for a specific NPS survey are located by clicking the "Analytics" text found above the "Publish" button. Here you will see the calculated NPS score and 3 values, "Response Rate," "Total Responded," and "Total Shown." The NPS score is calculated using the number of promoters, detractors, and the total number of customers who interact with the NPS. "Response Rate" is a ratio percentage of "Total Responded" and "Total Shown." "Total Shown" is the number of users who have come in contact with the NPS. "Total Responded" is the number of users who have come in contact with the NPS, interacted with it, and left feedback or a ranking.

In addition to these values, also visible is a bar graph displaying a percentage of detractors, passives, and promoters that interacted with the NPS, as well as a graph depicting the NPS score itself.

Hover over the detractors, passives, and promoters bar graph to see exactly how many users there are for each section.

Below these values and graphs, you will also find a table displaying information on users, the score they left, and a timestamp. To the right of this, the "details" button contains user visiting information such as the date and time of visiting, any feedback/comments, and the score for the site.

The NPS score feature is automatically recalculated whenever a user comes in contact with the NPS. The way it works is by subtracting detractors from promoters, dividing that value by total responded, and multiplying by 100 to display a more appealing score.

The NPS Score can be calculated at different timeframes by changing the calendar icon on the top left.

How to Duplicate NPS

The "duplicate" feature gives the option to replicate an NPS and saves time instead of creating a new one from scratch. After duplicating, you are able to edit, design, and add an audience the same way as your original NPS. In order to do this, click the "duplicate" button.

How to Delete NPS

To remove your NPS, use the "delete" icon on the NPS page. Doing so, the NPS will be deleted immediately.

How Did We Do?