What is EPC (Earnings Per Click)?

Earnings per click (commonly referred to as just EPC) is the average amount of money earned for each campaign link click. That number is determined by a simple formula: earnings divided by clicks = EPC. The ‘earnings’ that are being divided is the amount you’ve earned for the cumulative leads generated. Your EPC is always going to be zero if you haven’t generated any leads. Here’s an example: Let’s say you’ve been promoting a campaign that pays out $20 for each lead. Let’s also say the you’ve generated 10 leads earning you a total of $200. If your affiliate link was clicked 250 times, your EPC would be $0.80 (200 ÷ 250 = 0.80).  So on average, for every click your link receives you’re earning 80 cents.  Simple enough, right?  What exactly are you supposed to do with that number, though? What is its purpose, and how do you know if you’re looking at a good EPC or a bad EPC?

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How to Utilize EPC Data

There’s actually a couple different EPC metrics that are useful to affiliate marketers:  Your own EPC on either a single campaign or all of your campaigns cumulatively  The ‘Network EPC‘ of a campaign featured at an affiliate/CPA network like MaxBounty  Calculating your own EPC can be a helpful way to determine your budget for certain types of paid traffic.  If you’re promoting campaigns with Google Ads, you can see how much you’re paying on average for each click. This is referred to as your cost per click or just CPC. You can then calculate your EPC and use both numbers to determine your overall profitability on a campaign. Let’s say your cost per click is $1.20 and after calculating your EPC you discover it’s $1. You now know that you’re losing more money than you’re making. Therefore, you either have to find a way to reduce your CPC or increase your conversion rate to become profitable. Alternatively, if your EPC is higher than your CPC, you know that you’re currently running a profitable campaign. Knowing and understanding this data can be especially valuable for keyword bidding and when it comes time to scale your campaigns.   The second useful EPC metric is network EPC.  When you’re searching for your next profitable campaign at MaxBounty, you’ll notice there’s an ‘EPC’ column beside each campaign. This number represents the average earnings per click generated by all MaxBounty affiliates who have promoted that campaign. It’s also referred to as Network EPC. A campaign’s network EPC can tell you how profitable it’s been for other affiliates. This can give you an idea of how profitable it’s likely to be for you as well. Let’s look at the best way to use this data when selecting campaigns.