EPC (Earnings Per Click)

EPC divides earnings by clicks: the single number letting affiliates compare a 40% revshare, a $300 CPA and a hybrid on the same axis — what a click is worth here.

Uses and abuses

Affiliates optimize placements and program mix on EPC by SubID; networks advertise offer EPCs as recruitment bait (survivorship-biased averages — treat as marketing). Time horizons matter: CPA EPCs stabilize fast, revshare EPCs mature over months, making young-program comparisons systematically unfair to the revshare side. Program managers should know their program’s realistic EPC by traffic type — it’s the number the best prospective partners are silently estimating during every pitch.