CPC (Cost Per Click)

CPC pays for traffic, not outcomes. In iGaming affiliation it’s mostly the affiliate’s cost side — what they pay Google or native networks — rather than how programs pay them, since paying partners per click invites unfiltered volume.

The unit economics lens

The affiliate business model in one line: buy clicks at CPC, sell outcomes at CPA/revshare, and the spread is margin. That makes EPC (earnings per click) the affiliate’s yardstick for every program they test. Operators who understand a partner’s CPC costs in each GEO can predict which deal terms retain them and which quietly push their traffic to a competitor.