Review Statistics: What they mean and why they matter
On the "Reviews" page, every review profile has a header row with review statistics.
If you have more than one review profile then you'll see the addition of an "All Review Profiles" section at the top, which shows aggregated review stats for all of your review profiles.
There are three categories here, each with their own set of of stats:
Review Campaign Stats
These show activity on your review campaign:
- Contacts Invited: The total number of contacts invited (via email and/or text message) to submit feedback.
- Actively Receiving: The number of contacts who are currently receiving emails and/or text messages.
- Open Rate: The % of contacts who have opened an email or text message. Open rate is counted on a per-contact basis, not a per-message basis (meaning that if a contact receives three messages and opens one of them then their open rate is 100%). Note that open rate % is at best an estimate, as text message technology doesn't provide open notifications (so we only count text message opens when the recipient also clicks a link in the message), and many email providers block open tracking. For this reason we typically only recommend using this metric to compare multiple review profiles to each other so that you can note any anomalies (for example, if one review profile has a much lower open rate than all the others then it may be an indicator that there is something wrong with the list of contacts you've added to that review profile).
- Click Rate: The % of contacts who clicked on a link in an email or text message. Click rate is counted on a per-contact basis, not a per-message basis (meaning that if a contact receives three messages and clicks the link in one of them then their click rate is 100%). Similar to open rate, we generally recommend only using this metric to compare multiple review profiles to each other so that you can note any anomalies.
Rating & Review Question Stats
These stats show activity on your rating & feedback form:
- Views: The number of contacts who have viewed the form (does not include repeat or anonymous views).
- 1st-Party Reviews: The number of Net Promoter Score (0-10) ratings submitted via the form.
- Average Rating: The average rating (0-10) of all of the submitted ratings.
- Net Promoter Score: NPS measures customer loyalty & satisfaction and is widely considered a strong indicator of overall customer experience and business health. Using a 0-10 scale, respondents are categorized as "Promoters" (9-10 rating), "Passives" (7-8 rating) or "Detractors" (0-6 rating). The Net Promoter Score is calculated by subtracting the % of detractors from the % of promoters. The score can range from -100 to 100. Different industries have different NPS averages, but broadly speaking a score above 0 is considered good, above 30 is strong, above 50 is excellent, and above 70 is exceptional. An NPS below 0 means you've got some work to do to create a better customer experience.
- Review Site Link Clicks: This shows how many people clicked through to a 3rd-party review site (Google, Facebook, etc) from your rating & feedback form (or from a review site link in a review reminder message).
3rd-Party Review Stats
These show stats about your reviews on 3rd-party review sites (Google, Facebook, etc):
- 3rd-Party Reviews: The total number of reviews you have across all 3rd-party review sites that you've added into the system.
- Average Rating: The average rating (out of 5.0) of all of your reviews on 3rd-party review sites.