Phishing Simulation Metrics That Actually Matter: Moving Beyond Click Rates

Phishing attacks are becoming more sophisticated, with 60% of recipients falling victim to GenAI-driven phishing emails—a rate comparable to traditional phishing attacks, according to Harvard Business Review. Yet, many organizations still rely on click rates as the primary measure of their phishing simulation programs.

However, this narrow focus can be misleading because a low click rate doesn’t always mean employees are better at spotting phishing attempts. Instead, it might simply indicate that they are ignoring suspicious emails altogether, which doesn’t translate to improved security awareness.

To build a proactive security culture, it’s essential to look beyond click rates and focus on metrics that truly reflect employee behavior and risk reduction. In this blog, we’ll explore the key phishing simulation metrics that matter most and how leveraging these metrics can enhance your organization’s cyber resilience.

Why Click Rates Don’t Tell the Whole Story

Relying solely on click rates to measure phishing awareness can be misleading. At first glance, a low click rate might seem like a positive outcome—fewer clicks mean fewer potential security breaches, right? However, this assumption overlooks a critical aspect: why employees are not clicking.

The Click Rate Fallacy

A low click rate doesn’t necessarily mean employees are better at identifying phishing attempts. In many cases, it might simply indicate that they are ignoring suspicious emails altogether. This behavior could stem from fear, confusion, or a general habit of deleting anything that looks remotely risky. While this reduces click numbers, it doesn’t mean employees are effectively distinguishing between real threats and harmless messages.

Lack of Threat Recognition

Simply avoiding clicks without understanding why an email is suspicious can be risky. If employees don’t recognize the characteristics of a phishing attempt, they may fail to report it, allowing potential threats to go unnoticed. This lack of proactive behavior means the organization is still at risk—even if no one clicks.

False Sense of Security

Focusing on click rates alone can also create a false sense of security within the organization. Leadership may see decreasing click rates as proof of improved security awareness, overlooking the reality that employees might still lack the skills to spot and report phishing attempts. This gap can leave the organization vulnerable to more sophisticated attacks that employees may choose to open if they appear convincing.

Why Moving Beyond Click Rates Matters

To build a truly resilient security culture, organizations need to track metrics that go beyond click rates. Focusing on metrics like reporting rates, phishing dwell time, and repeat offender rates provides a more comprehensive understanding of how well employees recognize, react to, and report phishing attempts. This shift in focus helps foster a proactive security mindset rather than just passive avoidance.

To explore why employees often recognize phishing threats but still fail to report them, read Keepnet's insightful article: Why Do Employees Fail to Report Phishing Emails Despite Recognizing the Threat? Understanding the Psychology Behind Inaction.

Essential Phishing Simulation Metrics Beyond Click Rates

Focusing solely on click rates doesn’t provide a complete picture of phishing awareness. To accurately assess and improve employee security behavior, it’s essential to track metrics that go beyond simple click-through data. Let's explore the key metrics that truly matter.

Phishing Reporting Rates

Reporting rates measure how often employees actively report phishing attempts.

A high reporting rate indicates that employees are not just avoiding suspicious emails but actively identifying and escalating them. This proactive behavior shows they recognize potential threats rather than just ignoring them. As a result, the organization can detect and respond to phishing incidents more quickly.

Example: An increase in reporting rates from 10% to 40% reflects improved awareness and a more security-focused workplace.

Repeat Offender Rate

This metric tracks how many employees repeatedly fall for phishing simulations, even after training.

Repeat offenders are a major risk because they consistently fail to recognize phishing cues. Identifying these individuals helps focus targeted training and support to address their specific vulnerabilities.

Example: Lowering the repeat offender rate from 24% to 5% shows that security awareness training efforts are effectively changing behavior and reducing risk.

Phishing Dwell Time (Time to Report)

Dwell time measures the time it takes for an employee to report a phishing email after encountering it.

Shorter dwell times mean faster identification of threats, minimizing potential damage. This metric shows how quickly employees respond to suspicious emails, reflecting their ability to take prompt action.

Example: Cutting dwell time by 50% indicates quicker response rates and improved awareness.

Credential Submission Rate

This metric tracks the number of employees who enter their credentials after clicking on a phishing link.

A high submission rate is a serious security risk, as it shows employees may not recognize phishing attempts. Reducing this rate means employees are becoming more cautious and aware of phishing techniques, helping to prevent credential theft.

Example: Decreasing the submission rate from 15% to 3% shows improved awareness and a lower risk of data breaches.

Departmental Risk Score

This score aggregates phishing metrics to evaluate the risk level of each department.

Departments like finance or HR are often prime targets for phishing attacks. Identifying which teams have higher user risk scores helps organizations focus security awareness training programs and security efforts where they are needed most.

Example: If the finance department has a higher risk score than other teams, it signals the need for targeted training and stronger security measures.

User Risk Score

This metric evaluates the phishing susceptibility of individual employees based on their actions during simulations.

The user risk score combines metrics like click rates, reporting rates, and repeat offenses to identify employees who are more prone to falling for phishing attempts. This data helps in delivering personalized training to reduce their risk level.

Example: Lowering the User Risk Score from 70 to 30 shows that tailored training has successfully improved individual awareness.

By focusing on these essential metrics, organizations can move beyond basic click rates to gain a more comprehensive understanding of their phishing resilience. Tracking these metrics not only measures awareness more accurately but also helps develop data-driven training strategies to minimize risks.

For a deeper understanding of how to choose and apply the most effective security awareness metrics, check out Keepnet's comprehensive guide: How to Set the Right Security Awareness Metrics to Protect Your Organization?

How Keepnet Human Risk Management Platform Transforms Phishing Metrics

The Keepnet Human Risk Management Platform goes beyond simple click rates by tracking a wide range of user actions across different phishing simulation types. This comprehensive approach helps organizations understand how employees interact with various phishing threats, providing actionable insights to reduce risk.

Table 1: Phishing Simulation Metrics Overview

Why These Phishing Simulation Metrics Matter

By collecting data on how employees respond to various phishing scenarios, Keepnet helps organizations:

• Identify high-risk behaviors and users.
• Develop targeted training to reduce susceptibility.
• Track improvements in security awareness over time.

This holistic approach allows organizations to move beyond basic click rates, fostering a more resilient security culture. Let me know if you would like more details or further adjustments!

How to Effectively Apply Key Phishing Metrics

Collecting key phishing metrics is just the first step—using them effectively is what truly makes a difference. To build a resilient security culture, organizations must turn data into practical strategies that enhance security awareness and reduce risk.

• Set Clear Goals: Define measurable objectives, like reducing the repeat offender rate by 50% or increasing the reporting rate to 40%. This helps track progress and measure the impact of training efforts.
• Analyze Trends: Continuously monitor metrics to spot patterns or areas that need improvement. For instance, if the credential submission rate remains high, it signals a need for more focused training on phishing awareness.
• Focus on High-Risk Areas: Use metrics like the Departmental Risk Score to identify which teams are more susceptible to phishing attacks. This allows you to prioritize training and support where it’s needed most.
• Implement Targeted Training: Address gaps revealed by metrics, such as providing additional training for employees with high phishing susceptibility rates. Tailoring content to specific risks improves engagement and learning outcomes.
• Monitor and Adapt: Regularly update your training strategy based on changes in metrics. If reporting rates drop, it may indicate that employees need a refresher on how to identify and escalate phishing attempts.

By applying phishing metrics in this way, you can go beyond basic click rate analysis and build a data-driven security culture that continuously improves and adapts to emerging threats.

Building a Culture of Proactive Security

Creating a proactive security culture means moving beyond basic metrics like click rates and focusing on actionable insights. By tracking key metrics—such as reporting rates, repeat offender rates, and phishing susceptibility—organizations can develop targeted training, reduce risks, and strengthen their overall security posture.

Investing in a comprehensive approach not only improves phishing awareness but also fosters a mindset where employees actively identify and report threats. With the right metrics in place, your organization can build a resilient security culture that adapts to evolving cyber challenges.

For more insights on creating a security-first culture, check out Keepnet's article on Building a Security-Conscious Corporate Culture: A Roadmap for Success.