How to Calculate Net Promoter Score (NPS) in Google Ads

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Are you looking for a way to measure customer satisfaction and loyalty for your business? Net Promoter Score (NPS) is a widely used metric that can help you gauge how likely your customers are to recommend your services or products to others. In this article, we'll walk you through the process of calculating NPS using Google Ads, from understanding what NPS is to analyzing the results. Let's get started!

Understanding Net Promoter Score (NPS)

Before we dive into the technical details of calculating NPS, let's first understand what it is and why it's important for your business. NPS is a customer satisfaction metric that measures how likely your customers are to recommend your brand to others. It's based on a single question: "On a scale of 0 to 10, how likely are you to recommend this business to a friend or colleague?"

What is Net Promoter Score?

NPS is a score that ranges from -100 to 100, with higher scores indicating higher customer loyalty and satisfaction. Customers who respond with a score of 9 or 10 are considered "promoters," meaning they are highly satisfied with your business and are likely to recommend it to others. Customers who give a score of 7 or 8 are classified as "passives," while those who score 0 to 6 are marked as "detractors."

Why is NPS Important for Your Business?

NPS is important because it allows you to measure customer satisfaction and identify areas that need improvement. By tracking NPS over time, you can gain insights into how your customers perceive your business, and take appropriate measures to improve their experience. NPS is also a useful benchmark for comparing your business's customer satisfaction with that of competitors in your industry.

How is NPS Calculated?

To calculate NPS, you first need to ask your customers how likely they are to recommend your business using the 0 to 10 scale. Once you've collected responses, you'll group customers into promoters, passives, and detractors as outlined above.

Next, you'll calculate the percentage of customers in each group. To get the NPS score, subtract the percentage of detractors (those who gave a score of 0 to 6) from the percentage of promoters (9 or 10). Passives (7 or 8) are not included in the calculation.

Setting Up Google Ads for NPS Tracking

If you're already using Google Ads for advertising, setting up NPS tracking is a straightforward process. Here's how you can do it:

Creating a Google Ads Account

If you don't have a Google Ads account yet, create one by going to and signing up. Follow the registration process, select a payment method, and set up your account. Make sure to choose the right type of account, depending on your business or organization.

Linking Google Ads to Your Website

Once you have a Google Ads account, you'll need to link it to your website. This involves adding a tracking code to your website's header or footer. The code allows Google Ads to track customer behavior on your website, such as clicks, conversions, and interactions.

Setting Up Conversion Tracking

To track NPS, you'll need to set up conversion tracking in your Google Ads account. This involves creating a conversion action for the NPS survey on your website. You can do this by going to the "Tools & Settings" menu in your account, selecting "Conversions," and then clicking the "+" button to create a new conversion action. Choose "Website" as the source, and select "Survey Completed" as the category. Enter a descriptive name for the conversion action, and set the value of the action to be 0 since NPS is not directly tied to revenue.

Collecting Customer Feedback

Now that you have set up the technical aspects of NPS tracking, it's time to start collecting customer feedback. Here are some best practices to follow:

Designing an Effective NPS Survey

The NPS survey should be short and straightforward so that customers can quickly understand and respond to it. It should also be mobile-friendly, as more and more customers are using mobile devices to access websites. Your survey should include the NPS question (How likely are you to recommend this business?), along with any optional questions that can help you understand why customers feel the way they do.

Integrating the NPS Survey with Google Ads

To ensure that the NPS scores are linked directly to your Google Ads account, you'll need to use a tool like SurveyMonkey or Google Forms to design and conduct the survey. Make sure to include the Google Ads conversion tracking code in the survey form so that the survey responses can be tracked by Google Ads.

Timing and Frequency of NPS Surveys

The timing and frequency of NPS surveys depends on your business objectives and customer behavior. Typically, businesses conduct NPS surveys after a customer has completed a purchase or interacted with the business in some way. The frequency of surveys can range from once a month to quarterly or biannually.

Analyzing NPS Data in Google Ads

Once you have collected NPS responses, you can analyze the results in your Google Ads account. Here's how:

Accessing NPS Data in Google Ads

To view NPS data in your Google Ads account, go to the "Tools & Settings" menu, select "Conversions," and then click on the name of the conversion action you created for the NPS survey. You'll be able to see the total number of conversions, the conversion rate, and the cost per conversion. You can also export the data to perform further analysis in a spreadsheet program.

Interpreting NPS Results

The NPS score can indicate how loyal your customers are to your business. A high NPS score (above 50) indicates that you have more promoters than detractors, and suggests that your customers are satisfied with your business. However, a low NPS score (below 0) can signal that you need to improve your products, services, or customer experience.

Identifying Trends and Patterns

In addition to the overall NPS score, you can also identify trends and patterns in the customer feedback. For example, you may discover that certain products or services have a higher NPS score than others, or that customers who interact with your business on a specific channel (e.g., social media) have a different NPS score than those who interact in another way (e.g., email). These insights can help you make data-driven decisions to improve your business and increase customer loyalty.


NPS is a valuable metric for measuring customer satisfaction and loyalty, and Google Ads offers a convenient way to track it. By setting up NPS tracking, collecting customer feedback, and analyzing the results, you can gain insights into how your customers perceive your business and make data-driven decisions to improve it. With this guide, you're now ready to start calculating NPS using Google Ads. Good luck!

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