Glossary/Measurement & Attribution/Net Promoter Score (NPS)
Measurement & Attribution
Net Promoter Score (NPS)
A loyalty metric from asking how likely customers are to recommend a brand on a 0–10 scale, calculated as promoters' percentage minus detractors' percentage.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Net Promoter Score (NPS) is a loyalty metric based on asking customers how likely they are to recommend a brand on a 0 to 10 scale. It is calculated as the percentage of promoters, who answer 9 or 10, minus the percentage of detractors, who answer 0 to 6. Scores range from -100 to 100.