Glossary

EPC (earnings per click)

EPC (earnings per click) is total revenue divided by total clicks. It collapses payout size and conversion rate into one number — what a click is worth on average — making it the standard yardstick for comparing offers, placements, and creatives against each other and against the cost of traffic.

How to use it

A $50 payout at 0.2% conversion rate (EPC $0.10) loses to a $2 payout converting at 8% (EPC $0.16). Networks publish network-wide EPC on offers as a signal, but your own EPC on your own traffic is the number that matters — the same offer can have wildly different EPC per traffic source.

EPC pairs with CPC (cost per click) for the simplest profitability test in media buying: if EPC exceeds your average cost per click, the campaign prints; if not, it burns.

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