Leading Brands in Australia’s Business Finance & Business Solutions Sector: Q4 2024 Overview

Introduction

As we delve into Q4 2024, the Business Finance & Business Solutions category in Australia showcases significant activity among leading brands. With Sensor Tower's comprehensive insights, we explore the performance and trends of Square Point of Sale, Xero, and Stripe, Inc. These brands have demonstrated substantial monthly deduplicated audience engagement across their websites and applications.

Square Point of Sale

Square Point of Sale is renowned for its innovative payment solutions, marked by its website squareup.com and the Square Point of Sale (POS) app.

• Audience Trends: From Q3 to Q4 2024, squareup.com saw a fluctuation in unique visits, peaking in December with over 1.1M unique visitors. The monthly deduplicated audience steadily increased, surpassing 1.2M by December.

• App Engagement: The app maintained a consistent monthly active user base, hovering around 40K throughout the period, indicating stable mobile engagement.

• Ad Spend & Channels: Square's monthly advertising spend varied, with a notable increase in December, reaching nearly $65K. The primary channels were Facebook and Instagram, delivering substantial impressions.

Xero

Xero, a leader in cloud-based accounting software, boasts a robust presence with its website xero.com and the Xero Accounting for Business app.

• Audience Trends: xero.com consistently attracted a large audience, with visits exceeding 56M in December. The monthly deduplicated audience remained above 900K, despite a slight decline towards the end of the year.

• App Engagement: The app’s monthly active user base slightly decreased from 31K in July to around 28K in December, reflecting a minor dip in mobile engagement.

• Ad Spend & Channels: Xero's monthly ad spend was significant, peaking at over $1.3M in November. Facebook and Instagram were the dominant channels, contributing to extensive impressions across the board.

Stripe, Inc

Stripe, known for its online payment processing platform, strategically utilizes its website stripe.com and the Stripe Dashboard app.

• Audience Trends: stripe.com experienced a stable audience, with unique visits maintaining around 800K by December. The monthly deduplicated audience was consistent, exceeding 800K.

• App Engagement: The Stripe Dashboard app had a steady monthly active user base, with active users around 6K, showing consistent interest in the app’s functionalities.

• Ad Spend & Channels: Stripe's monthly ad expenditure was modest, with a gradual increase, reaching over $17K in December. Facebook and Instagram remained the primary advertising platforms.

Conclusion

The Business Finance & Business Solutions category in Australia continues to thrive with strong performances from Square Point of Sale, Xero, and Stripe. Sensor Tower’s unparalleled data insights provide a comprehensive view of cross-platform user behavior, highlighting the dynamic trends in web and app engagement. As the sector evolves, these brands demonstrate resilience and adaptability in an ever-changing digital landscape. Sensor Tower’s consolidated data offers unique advantages for decision-makers, reinforcing its role as a crucial tool for strategic planning and competitive analysis.