EPC meaning: earnings per click explained
EPC means earnings per click: what a publisher earned divided by the clicks it sent. It lets you compare offers that pay very different amounts, because it counts how often clicks turn into money as well as how much each conversion pays.
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The formula: EPC = earnings ÷ clicks.
Example: an offer earned you $2,400 over 2,000 clicks. $2,400 ÷ 2,000 clicks is an EPC of $1.20.
EPC is useful because the headline payout can mislead. Another example: an offer that pays $10 and converts one click in 100 has an EPC of $0.10. An offer that pays $2 and converts one click in 10 has an EPC of $0.20, so the smaller payout earns twice as much for the same traffic.
- Conversion rate. EPC is payout times CVR, so anything that moves one moves EPC.
- Audience. The same offer can do well in one country and on one platform and badly on another.
- Time. Later steps and reversals change earnings after the click, so a recent EPC can still go up or down.
Use it to rank what you already run. It tells you what happened, and it isn’t a promise for your next click.
Each offer in the Offer API carries networkEpc: earnings per click at your payout, an estimate and never a guarantee. To see what a given EPC adds up to, try the affiliate revenue calculator, which shows an estimate in dollars. The other numbers on your reports are in Read your dashboard: clicks, conversions and CVR.
Questions
What is a good EPC?
There's no number that holds across offers. It changes with the country, the platform, the traffic and the offer. Compare an offer's EPC with your other offers on the same audience, over the same window.
Is EPC the same as CPC?
No. CPC is what an advertiser pays for a click. EPC is what a publisher earned for each click after the fact, and on offers paid per action, nobody paid for the click itself.
How many clicks does a reliable EPC take?
Enough that one conversion more or less doesn't swing it. On a small sample a single install can make an offer look great or dead, so treat early numbers as a rough guide.