# The Brand Advocacy Ratio One number tells you how much of your revenue your happiest customers are actually closing. We call it the brand advocacy ratio — and it might be the most honest growth metric you are not tracking yet. [Calculate Yours](/roi/) ![Stoked admin dashboard showing advocate-driven conversation and revenue metrics](/images/product/admin-dashboard.webp?v=a179f9fd) ![](/images/feature/effect-4.png) # What the Brand Advocacy Ratio Measures The **brand advocacy ratio** is the percentage of your revenue that comes from prospects who talked to a real customer before they bought. Not reviews. Not ads. Real, private, one-to-one conversations between a future buyer and an existing owner. The formula is simple: **Brand Advocacy Ratio = (Revenue from advocate-influenced sales ÷ Total revenue) × 100.** Think of it like NPS, but tied to dollars instead of sentiment. NPS tells you how people feel. The brand advocacy ratio tells you what that feeling is worth. ## Why It Matters, and How to Measure It ### Why this number matters Most growth metrics measure activity. Impressions, clicks, review counts, follower growth. The brand advocacy ratio measures **trust converting into revenue** — the part of your business that compounds instead of decaying the moment you stop spending. Paid acquisition gets more expensive every quarter. Word of mouth gets cheaper as your advocate base grows. A rising brand advocacy ratio means you are building durable demand: a flywheel of customers who close the next customer. A flat one near zero means you are renting every sale from an ad platform. ### How to calculate it, step by step 1. **Define an advocate-influenced sale.** A purchase where the buyer had at least one real conversation with an existing customer before checking out. Through Stoked, that is any prospect who messaged an advocate and then converted. 2. **Pull total revenue for the same window.** Pick a clean period — a month, a quarter — and use the same dates for both numbers. 3. **Sum the revenue from advocate-influenced sales.** Attribution can be touched-and-converted (any conversation before the sale) or last-touch. Pick one definition and stay consistent so the ratio is comparable over time. 4. **Divide and multiply by 100.** Advocate-influenced revenue ÷ total revenue × 100. That percentage is your brand advocacy ratio. If you run advocacy through Stoked, you do not do this math by hand. The admin dashboard tracks which conversations lead to sales and surfaces the ratio for you. If you want to model the upside before you start, the [advocacy ROI calculator](/roi/) estimates it from your product price, advocate count, and conversion rate. ### What a good ratio looks like There is no universal benchmark yet — this is a young metric — but here is the honest shape of it. A brand just turning on advocacy might see **5–10%** in the first quarter. A program that is humming, with engaged advocates and prospects who can find them easily, lands in the **20–30%** range. Bunch Bikes, a premium cargo e-bike brand, runs a brand advocacy ratio of **about 40%**. Four out of every ten dollars trace back to a prospective buyer talking to a real owner first. For a high-ticket, high-consideration product, that is the number to chase. ### How to improve your ratio - **Make advocates easy to find.** Put an interactive map of real owners on your site so prospective buyers can reach one in a single click instead of hunting through reviews. - **Recruit the right 25–50 advocates.** You do not need thousands. You need your happiest customers, spread across geography and use case, so every prospect sees someone like them. - **Remove friction from the conversation.** A privacy proxy lets buyers and owners talk over SMS, email, or web chat without swapping personal contact info. Lower friction, more conversations, higher ratio. - **Reward the advocates who carry the program.** Automatic points or cash keep your best people active, which keeps the ratio climbing. That is the whole playbook behind a [customer advocacy program](/solutions/customer-advocacy-program/). For the deeper breakdown — including the attribution edge cases and how to defend the number to a skeptical CFO — read [how to measure the true financial power of your brand advocates](/blog/the-brand-advocacy-ratio-how-to-measure-the-true-financial-power-of-your-brand-advocates/). ## The Brand Advocacy Ratio in the Wild Bunch Bikes, a premium cargo e-bike brand, switched to Stoked and put real owners in front of every prospective buyer. Here is what their numbers look like now. 40% of sales driven by advocate conversations — their brand advocacy ratio 70 min less daily admin time, dropping from 90 minutes a day to 20 90% of conversations fully self-serve, with no admin in the loop ## Brand Advocacy Ratio FAQ The questions founders ask when they first hear the term. 01 ## What is the brand advocacy ratio? It is the percentage of your revenue that comes from sales where a prospective buyer had a real conversation with an existing customer before purchasing. The formula: advocate-influenced revenue divided by total revenue, times 100. 02 ## How is it different from NPS? NPS measures how customers feel about you on a 0–10 scale. The brand advocacy ratio measures what that feeling is actually worth — the revenue your advocates close. One is sentiment, the other is dollars. 03 ## What counts as an advocate-influenced sale? A purchase where the buyer talked to a real customer before checking out — through Stoked, any prospect who messaged an advocate and then converted. Pick touched-and-converted or last-touch attribution and stay consistent so the ratio is comparable over time. 04 ## What is a good brand advocacy ratio? New programs often see 5–10% in the first quarter, mature ones reach 20–30%, and Bunch Bikes runs around 40%. For high-ticket, high-consideration products, the higher the better. ## See Your Own Ratio Curious where your brand would land? [Book a demo](/demo/) and we will walk through how Stoked tracks the ratio on every conversation — or [estimate it yourself](/roi/) with the advocacy ROI calculator.