Click Analytics: Understanding Your Team's Security Behavior

A few months ago, we sent out a phishing simulation to our team. We had just completed comprehensive security training, and we were fairly confident the results would be good. But when we got the results back, we were shocked. Over 40 percent of the team had clicked on the link.

This was an important eye-opener for us. We realized we didn't really know how our team actually reacted to security threats. We had assumed the training worked, but we had no data to support that assumption.

That's when we started using click analytics in a more systematic way. By tracking and analyzing how the team reacted to different types of phishing attacks, we could identify specific vulnerabilities and adapt our training accordingly. After a few months, the click rate had dropped to under 10 percent.

Click analytics gives you valuable insights into how your team reacts to security threats. By analyzing click behavior, you can identify vulnerabilities, measure progress, and adapt your training for better results. In this article, we'll explore how you can use click analytics effectively in your organization.

What Is Click Analytics Really?

Click analytics is a method for tracking and analyzing when and how often users click on links in phishing simulations and other security tests. This gives you detailed data about which team members are most vulnerable, which types of attacks are most effective, and how security awareness changes over time.

When you send out a phishing simulation, click analytics tracks several different aspects of user behavior. This can include whether they clicked on the link, how quickly they clicked, whether they reported the message as suspicious, and what actions they took after clicking.

This gives you much more information than just knowing whether someone clicked or not. You can see patterns in behavior, identify trends over time, and understand what actually works in your security training.

Why Is Click Analytics So Important?

There are several important reasons why click analytics is so valuable for modern organizations. Let's look at some of the most important ones.

Identify Specific Vulnerabilities

One of the biggest advantages of click analytics is that it helps you identify specific vulnerabilities in your team. Instead of assuming everyone needs the same type of training, you can see exactly which team members need extra training and which types of attacks they're most vulnerable to.

By tracking clicks, you can quickly identify team members who need extra support. This makes it possible to provide targeted support where it's needed most, instead of giving generic training to everyone.

I've seen many organizations that give the same training to everyone, regardless of whether they need it or not. This is inefficient and can even be counterproductive, as team members who are already secure can get tired of hearing the same information over and over again.

Measure Progress and Effectiveness

Another important advantage of click analytics is that it lets you measure progress over time. By comparing click data from different periods, you can see if your security training actually works.

This is important because it's easy to assume training works without actually having data to support it. By regularly measuring the click rate, you can see if the team is getting better, worse, or staying the same.

You can also track improvements after specific training sessions. If you introduce a new training module, you can see if it actually leads to improvements in click behavior. This helps you understand what works and what doesn't work.

Make Data-Driven Decisions

Before I started using click analytics more systematically, I often made decisions about security training based on intuition or general recommendations. This worked sometimes, but often not.

With click analytics, you can make decisions based on actual data. Instead of guessing what type of training is needed, you can see exactly what works and what doesn't work. This leads to more effective security strategies and better results.

For example, if you see the team is particularly vulnerable to certain types of phishing attacks, you can focus your training on these. If you see certain team members consistently clicking on links, you can give them extra training. All of this based on data, not guesses.

How to Use Click Analytics Effectively

Now that we understand why click analytics is important, let's look at how you actually use it effectively in your organization.

1. Distribute Regular Simulations

To get meaningful data, you need to distribute regular phishing simulations. This gives you a continuous picture of your team's security awareness, instead of a snapshot at a specific point in time.

I recommend sending out simulations at least once a month, but preferably every other week. This gives you enough data to identify trends, while keeping security in focus for your team.

It's also important to vary the types of simulations. Don't always send the same type of phishing message. Test different techniques, different senders, and different types of content. This gives you a more complete picture of your team's vulnerabilities.

2. Analyze Trends, Not Just Individual Events

When looking at click analytics data, it's important not to just focus on individual clicks, but to analyze trends over time. A person clicking on a link once can be an accident, but if the same person consistently clicks on links, it's a sign of a bigger problem.

Look at overall trends. Do you see an improvement in click rate over time? This indicates your training is working. Do you see a deterioration? This can indicate the team is becoming less cautious or that attacks are becoming more sophisticated.

Also analyze trends based on time. Are there specific times of day or week when the team is more vulnerable? For example, I've seen that many teams are more vulnerable on Mondays or after lunch, when they may be more distracted or tired.

3. Identify Patterns in Behavior

Look for patterns in click behavior. Do certain team members consistently click on phishing links? This can indicate they need extra training or have specific vulnerabilities that need to be addressed.

Are there specific types of attacks that are more effective? For example, maybe the team is more vulnerable to attacks claiming to come from managers or suppliers. By identifying these patterns, you can adapt your training to focus on the biggest threats.

Also look for patterns in reporting behavior. Do team members click on links but also report the message as suspicious? This can indicate they're aware of threats but need better training in identifying them before clicking.

4. Use Data to Adapt Training

The most important thing about click analytics is using data to adapt your training. If certain team members consistently click on phishing links, give them extra training. If certain types of attacks are more effective, focus on these in your training.

This is where click analytics really shows its value. By using data to make decisions, you can create a more effective training strategy that truly improves your organization's security.

Important Metrics to Track

When using click analytics, there are several important metrics you should track. Here are some of the most important ones.

Click Rate

The click rate is the most basic metric: what percentage of your team clicks on phishing links? A high click rate indicates more training is needed, while a low click rate indicates the team is more aware of threats.

But remember that the click rate can vary depending on the type of simulation. A very sophisticated simulation may have a higher click rate than a simpler one, which doesn't necessarily mean the team is worse. It's important to look at the click rate in context.

Improvement Over Time

One of the most important metrics is improvement over time. Do you see an improvement in click rate over time? This indicates your training is working and the team is getting better at identifying and avoiding phishing attacks.

It's also important to look at improvement on an individual level. Even if the overall click rate improves, there may be team members who still have problems. By identifying these, you can give them extra support.

Response Time and Reporting Frequency

How quickly does the team respond to warnings? A fast response time indicates the team is aware of threats and acts quickly. A long response time can indicate the team isn't as aware or doesn't know what to do.

The reporting frequency is also important: how many team members report suspicious messages? Even if someone clicks on a link, it's a good sign if they also report the message as suspicious. This indicates they're aware of threats, even if they don't always identify them before clicking.

Vulnerability Levels by Department or Role

It can also be valuable to analyze vulnerability levels by department or role. Maybe some departments are more vulnerable than others? This can help you adapt your training for different groups.

For example, I've seen that finance departments are often more vulnerable to attacks dealing with payments or invoices, while HR departments may be more vulnerable to attacks dealing with employment information. By understanding these patterns, you can create more relevant simulations and training.

Using Data for Continuous Improvement

The most important thing about click analytics is using data for continuous improvement. Here are some ways you can do this.

Targeted Training for Specific Team Members

Use click analytics to identify team members who need extra training. Give them targeted support instead of generic training. This is much more effective and helps the team members who really need support.

For example, if you see a specific team member consistently clicking on links, you can give them one-on-one training or extra resources. This is much more effective than giving them the same training as everyone else.

Adapt Content Based on Vulnerabilities

If certain types of attacks are more effective, adapt your training to focus on these. If the team is vulnerable to certain techniques, put extra focus on these in your training.

This can also include creating specific simulations that test these vulnerabilities. By regularly testing the team on the types of attacks they're most vulnerable to, you can help them get better at identifying and avoiding them.

Measure the Effectiveness of Training Initiatives

Use click analytics to measure the effectiveness of your training initiatives. Do you see improvements after training sessions? This helps you understand what works and what doesn't work.

If you introduce a new training module, measure the click rate before and after. Do you see an improvement? If not, it may mean the training needs improvement or doesn't cover the right areas.

Common Mistakes to Avoid

When using click analytics, there are some common mistakes you should avoid. Let me discuss some of the most important ones.

One common mistake is focusing too much on individual events instead of trends. A person clicking on a link once isn't necessarily a problem, but if the same person consistently clicks on links, it is. Focus on patterns and trends, not individual events.

Another common mistake is not acting on data. It's easy to collect data but harder to actually use it to improve security. Make sure you regularly review data and use it to make decisions about your security strategy.

A third mistake is using click analytics as a way to punish team members. This is counterproductive and can create a culture of fear instead of a culture of security. Use data to help team members get better, not to punish them.

Conclusion

Click analytics is a powerful tool for understanding your team's security behavior and improving your security training. By tracking and analyzing click behavior, you can identify vulnerabilities, measure progress, and adapt your training for better results.

The most important thing is to actually use data to make decisions. By regularly reviewing click analytics data and using it to improve your security strategy, you can create a more effective training process and better protect your business.

If you're not already using click analytics in a systematic way, I strongly recommend starting. Begin by tracking basic metrics like click rate and improvement over time, and build from there. Over time, you'll get a much better understanding of your team's security behavior and how you can improve it.