Leading Business Finance & Business Solutions Brands in Q1 2025

Introduction

In the dynamic world of business finance and solutions, several key players have emerged as leaders in the market. This article explores the performance trends of three leading brands in California during Q1 2025: Automatic Data Processing (ADP), Square Point of Sale, and QuickBooks. By analyzing data from Q4 2024 to Q1 2025, we provide insights into their audience engagement, app usage, and advertising strategies. Sensor Tower's comprehensive data offering, including Web Insights, App Performance Insights, and Pathmatics, enables a unique cross-referencing of web, app, and advertising data.

Automatic Data Processing (ADP)

ADP's digital presence is robust, featuring its website, adp.com, and the ADP Mobile Solutions app.

• Audience Trends: From Q4 2024 to Q1 2025, adp.com experienced significant growth in visits, peaking at 13M in March 2025. The monthly deduplicated audience showed a steady increase, reaching nearly 1.9M by March.

• App Engagement: The app maintained a stable monthly active user base, fluctuating around 770K throughout the quarter, indicating consistent mobile engagement.

• Ad Spend & Channels: ADP's monthly advertising spend demonstrated variability, with a notable increase in March, reaching over $9K. LinkedIn and Facebook were key channels, contributing significantly to impressions.

Square Point of Sale

Square Point of Sale's digital ecosystem includes squareup.com and the Square Point of Sale (POS) app.

• Audience Trends: The website saw a notable uptick in visits, surpassing 11M in March 2025. The monthly deduplicated audience remained steady, with the web platform attracting a larger share compared to the app.

• App Engagement: The app's monthly active users hovered around 60K, reflecting stable mobile usage.

• Ad Spend & Channels: Square's monthly ad spend was primarily concentrated on desktop video, with expenditures peaking at over $84K in March. Facebook and Instagram also played significant roles in their digital advertising strategy.

QuickBooks

QuickBooks' digital offerings are centered around quickbooks.intuit.com and the QuickBooks Accounting app.

• Audience Trends: The website maintained a consistent visitor count, with visits staying above 1M through the quarter. The monthly deduplicated audience experienced a rise, reaching nearly 500K in March.

• App Engagement: The app saw a slight decline in monthly active users, averaging around 85K.

• Ad Spend & Channels: QuickBooks led in monthly ad spending, with totals exceeding $800K in January. YouTube and Facebook were the primary channels, delivering substantial impressions.

Conclusion

The first quarter of 2025 showcased varied strategies and outcomes for ADP, Square Point of Sale, and QuickBooks in the business finance and solutions sector. Each brand leveraged distinct digital platforms and advertising channels to engage their audiences. Sensor Tower's unparalleled data offerings provide critical insights into these cross-platform dynamics, highlighting the importance of integrated web and app analysis for understanding user behavior. By utilizing Sensor Tower's comprehensive data, decision-makers can gain a competitive edge in navigating the complex landscape of digital engagement.