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NPS survey in Google Forms

Google Forms has no NPS question type and does not calculate the score. Use a Linear scale question from 0 to 10, add a Paragraph question for the reason, link the responses to Google Sheets, and calculate NPS there with one COUNTIF formula.

Set up the NPS question

Google Forms lists Linear scale and Rating among its question types, but no NPS type. Rating shows 3 to 10 stars, hearts or thumbs, so the 0 to 10 NPS question needs Linear scale.

  1. Add a Linear scale question

    Ask “How likely are you to recommend us to a friend or colleague?” Set the scale from 0 to 10 (it can start at zero or one and end at up to 10) and label the ends, for example “Not at all likely” and “Extremely likely”.

  2. Add a Paragraph question

    Ask for the reason, for example “What is the main reason for your score?” Paragraph lets people write long answers. More wording ideas: NPS survey questions.

  3. Link the responses to Sheets

    In the form, select Responses and click Link to Sheets. You can create a new spreadsheet or choose an existing one.

A different follow-up for detractors?

Google Forms can send people to a section based on their answer, but only from Multiple choice and Dropdown questions, not from a Linear scale.

If you want separate follow-ups, make the score a Dropdown with the options 0 to 10, put each follow-up in its own section, then click More at the bottom right of the question and choose Go to section based on answer. At the bottom of each follow-up section, set what comes next to Submit form, or detractors also see the questions for passives and promoters.

Simplest: one question for everyoneA Linear scale plus one Paragraph question keeps every reason in one column, and you can compare what detractors and promoters wrote.
With branching: three comment columnsEach follow-up is its own question, so its answers land in their own column. Merge them into one comment column before you analyze them.
Check the score onceA Dropdown is not a scale. Download the CSV and drop it into the NPS calculator to compare its result with your formula.

NPS formula in Google Sheets

The Summary tab under Responses shows how people answered, but not an NPS. In the linked sheet, the formula is one line. Put it in an empty cell and replace B with the column that holds your 0 to 10 answers:

=(COUNTIF(B2:B, ">=9") - COUNTIF(B2:B, "<=6")) / COUNT(B2:B) * 100

To round it, wrap it in ROUND(…, 0). Write the result as a plain number, for example +24, not 24 %.

COUNTIF(B2:B, ">=9")Counts promoters, the 9s and 10s. COUNTIF accepts a number with >= or <= in quotes as the condition.
COUNTIF(B2:B, "<=6")Counts detractors, 0 to 6. Passives (7 and 8) count only in the total.
COUNT(B2:B)Counts every numeric answer. B2:B starts below the header and grows with new responses.
Check itWith 41 % promoters and 25 % detractors the result is 16. The NPS calculator also shows how sure the number is.

Export the responses as CSV

To get a file with every score and comment, open the form, select Responses, click More and choose Download responses (.csv). Steps from Google’s View & manage form responses.

Score and commentCheck that the file holds both the 0 to 10 answers and the reasons before you analyze it.
Sheets as the destinationUnder Responses, then Summary, More and Select destination for responses, you can switch the linked spreadsheet.

What the NPS view does not tell you

The Summary tab, or your formula, tells you how many customers are detractors. It does not tell you which of their reasons costs you the most points. Reading the comments shows what comes up often, but what comes up often is not always what hurts the score most.

In 4,000 public clothing reviews, fit or size was the most common complaint (32 % of reviews) and cost the average rating 0.09 stars. “Doesn’t look flattering” came up half as often (15 %) and cost 0.14 stars, because each mention weighs more.

Effect per mentionHow much lower the score is when a theme comes up, with a likely range (95 %). With few comments the range is wide, and the report shows it.
Cost to your scoreThe effect times how often the theme comes up. This is the number that ranks the themes, not the count.
Based on how many commentsThemes with fewer than 30 comments are marked low data, not hidden. Every number opens the comments behind it.
An association, not a causeAn effect shows what goes with lower scores in your data. It is a strong lead on what to fix first, not proof. What each number means.

From the export to a ranked report

Google Forms has no score of its own to report. The ranked themes are what your sheet cannot give you.

  1. Check the file

    One row per response, with the 0 to 10 score and the comment. The CSV from Download responses works as it comes out of the tool if it has one comment column.

  2. Upload it on the try page

    Upload the file on the try page. The first analysis is free for up to about 1,000 comments, no card. Comments in English; other languages are not tested.

  3. Get the report by email

    Within one working day: each theme with its effect per mention, what it costs your score, how many comments it rests on and whether that is sure enough to act on.

Questions

Does Google Forms have an NPS question?

No. Google Forms has Linear scale and Rating questions but no NPS type, and it does not calculate the score. Use a Linear scale from 0 to 10 and calculate NPS in Google Sheets.

How do I calculate NPS in Google Sheets?

Count the 9s and 10s with COUNTIF, subtract the count of answers from 0 to 6, divide by the number of answers and multiply by 100. The full formula is in the section NPS formula in Google Sheets on this page.

Can a Google Forms linear scale go from 0 to 10?

Yes. A Linear scale can start at zero or one and end at a whole number from 2 to 10. For NPS, set it from 0 to 10.

Can Google Forms show a different question to detractors?

Only from a Multiple choice or Dropdown question, using Go to section based on answer. A Linear scale cannot branch, so you would ask the score as a Dropdown from 0 to 10.

How do I export Google Forms responses to CSV?

Open the form, select Responses, click More and choose Download responses (.csv).

Find out which reasons cost your NPS points

Your score says how many customers are unhappy. Your comments say why. Leverboard measures which reason costs the most.

Try it on your dataSee a sample report

First analysis free. No card.

Net Promoter, Net Promoter Score and NPS are trademarks of Bain & Company, Inc., NICE Systems, Inc. and Fred Reichheld. Sources: Google Docs Editors Help, question types, Show questions based on answers, View & manage form responses, Choose where to save form responses and COUNTIF.