Net Promoter Score (NPS) for Google Analytics

Google Analytics logoWe are in the age of data-driven decisions (or at least data-influenced) – and every website should rely on analytics as a source of information to drive strategy. You – or someone on your team – probably interacts with Google Analytics multiple times a week, slicing and dicing visitor behavior data trying to uncover insights. You want to know how to improve your business to generate more conversions. An automatic integration of Net Promoter Score for Google Analytics makes it easy to connect what your visitors are doing with why they are doing it.

The vast amount of reports, drill-downs, cohorts and dashboards Google Analytics offers may bring golden nuggets of information that can change the future of your website. BUT  .  .  . Remember though, all of these stats are behavior-based, and we don’t really know if the customer is happy or upset – and most importantly: WHY.  Collecting NPS responses automatically let’s you find out the WHY because you listen to the voice of your customers.

What’s missing? The Net Promoter ScoreSM Of course!

Your website probably has fancy dashboards with some very advanced metrics specifically designed for your business. You are probably already rolling out A/B tests designed to optimize a specific KPI, or denominator. The problem is – these metrics are probably correlated to your business success, but are these factors long-term valuable users?

Google Analytics measures your visitors’   behavior,
NPS® measures their satisfaction.

Net Promoter Score question

 

The Net Promoter Score (NPS) is becoming the standard metric for measuring customer satisfaction. Classifying your customers into Promoters, Passives, and Detractors and learning why they either love or hate your product is the system used by companies such as Apple, Amazon, Zappos and other industry leaders. Having this information in your CRM system is invaluable in communicating with your clients.
With one simple survey question, the NPS framework can segment your customers based on their satisfaction & loyalty. This score correlates strongly with a company’s growth, according to extensive research done by the Harvard professors who created the Net Promoter Systemsm.
Learn more:    Why your SaaS needs the Net Promoter Score to measure customer satisfaction.

Why have NPS data in Google Analytics

Maybe you already do measure your NPS – but do you have this information available in your Google Analytics account? The capability of segmenting your behavioral data based on the NPS score offered by your users will uncover knowledge on where you should focus your optimization efforts to truly grow your business. Some questions that NPS can help answer in your Google Analytics reports include:

What are visitors really thinking about your service?

Turn on a 24/7 customer feedback channel. By proactively engaging with your customers about their experience on your site, anticipate future behavior (ex: churn) and react accordingly. Bring this data to your dashboards.

What features or content are your Promoters engaging with that your Detractors ignore?

Find value patterns for your site. Maybe what your happy customers are buying is different than what your value proposition states. Make sure you align what you are selling with what satisfied customers are buying.

What keywords or referrals bring your target audience?

Better understand adwords, SEO, and social media investments by identifying which of these sources are bringing the most Promoters to your site. Remember that not everyone is a perfect target market fit – focus on channels that bring the best compatible prospects.

Ultimately – being able to segment any report available in Google Analytics based on the customer satisfaction of your user opens up an entire new perspective on actionable analytics.

Ready for NPS customer data in your Google Analytics reports?

FanExam Survey Example

FanExam NPS survey

OK, here’s where our unabashed pitch comes in. FanExam offers a fully functional FREE platform to measure NPS on any website. Just install a small JavaScript snippet (just like the Google Analytics tag) to start surveying your visitors and collecting Net Promoter Score ratings. Answering a survey will take your users less than 20 seconds – a small effort that brings huge improvement feedback about your site.

How to integrate FanExam in Google Analytics

Below are the 4 simple steps necessary to start measuring NPS in your offering using FanExam & Google Analytics. FanExam offers a pretty complete FREE plan to let you get acquainted with the platform and the integration.

  1. Create a new FanExam account
  2. Install the FanExam JavaScript snippet
  3. Create a custom dimension in Google Analytics for NPS data:
    • Access your website property in Google Analytics and select the web property you with to integrate
    • Click the Admin link from the top menu
    • Under the PROPERTY column, select the Custom Definitions option and then click the Custom Dimensions link
    • Click the + NEW CUSTOM DIMENSION button
    • Input NPS FanExam as the name, and select User from the Scope menu
    • Leave the Active flag selected and then click Create
    • Click the Done button
    • In the Custom Dimensions table presented, look for the NPS FanExam dimension just created and notice the Index value for it
  4. Turn on the Google Analytics integration in the FanExam integration settings & update the Customer Dimension Index for the value created in Google Analytics.

That’s it! Every time a customer responds the NPS survey, FanExam will submit an event to Google Analytics with the following information every time a user reponds to a survey:

Event Category:NPS_FanExam
Event Action:the NPS rating for that user, from 0 to 10
Event Label:the customer type: Promoter, Passive or Detractor

Besides the event, FanExam will also submit a custom dimension value called NPS FanExam for that user according to the index you configured using the steps above.

Viewing NPS data in Google Analytics reports

The best way to view FanExam NPS data in Google Analytics is to use the advanced segments feature. Setup takes about 5 minutes, and once it’s concluded you can easily drill-down any report using NPS results.

Google Analytics NPS Report

Creating NPS Custom Dimensions in Google Analytics:

  1. Access your website property in Google Analytics and select the web property you with to integrate
  2. Click the Admin link from the top menu
  3. Under the VIEW column, make sure you selected the correct website view in the dropdown, and then select the Segments option under the PERSONAL TOOLS & ASSETS section
  4. Click the + NEW SEGMENT button
  5. Input NPS Detractors as the segment name
  6. Click the Conditions option under the Advanced section
  7. Click the first drop-down – should be Ad Content, and start typing NPS to select the NPS FanExam option under Custom Dimensions.
  8. Then, click the next drop-down – should be contains, and select the matches regex option
  9. In the text box input ^([1-6])$
  10. Click the Save button on the top, your segment should look like this:Example Detractors Segment
  11. Repeat steps 4 through 10 but replacing the segment name in step 5 and matches regex value in step 9 for:
    • NPS Passives in step 5 and ^(7|8)$ in step 9
    • NPS Promoters in step 5 and ^(9|10)$ in step 9

Voilà!

Update – February 2017

Checking NPS with Google Analytics is now even easier:  Use the SeoHighLighter dashboards to get an automatically updated overview.

Further reading

Looking for additional resources to make the best of these new segments? Here are some recommended articles:

You’re all done. Now go truly learn what’s happening on your site.