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Net Promoter Score (NPS) is the canonical metric for “would you recommend us?” surveys. Insito implements the standard formula — nothing custom.

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The formula

Where each response (0–10) buckets as: The output is a number from -100 (every respondent is a detractor) to +100 (every respondent is a promoter). The benchmark for “good” varies wildly by industry — SaaS averages around +30, mobile apps around +10–20 depending on category.

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What Insito shows

Open a survey with an NPS question in the dashboard and you see:
  • NPS score — the score across all responses.
  • Responses — total count for context (NPS with n=5 is noise).
  • Promoters and Detractors — the bucket counts behind the score.
  • NPS over time — a daily trend line for the last 30 days (UTC buckets).

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Multiple NPS questions per survey

If a survey has more than one NPS question, the dashboard currently scores only the first NPS question (the one with the lowest position). Additional NPS answers are still stored on each response and available via the API, but they aren’t aggregated into a separate score in the dashboard yet.

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When NPS lies

Be careful interpreting NPS in these cases:
  • Sub-30 responses: NPS swings wildly at low n. Wait for at least 50 responses before treating the number as a real signal.
  • Selection bias: Triggers that fire only on happy-path moments (e.g. successful checkout) inflate NPS by ~10–15 points relative to a broader population.
  • Frequency: A user who saw the survey 5 times in 6 months will score lower the 5th time than the 1st, even if their sentiment is unchanged. Trust the throttling default.

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Raw access

If you want to compute custom analytics, export the raw responses via the API:
The endpoint returns { responses, total, limit, offset }. Each NPS answer comes back as { questionId, type: "nps", value: <number 0–10> }. See Dashboard endpoints.