EPC, earnings per click, is the average revenue an affiliate earns for each click they send to an offer, calculated as total commission divided by total clicks over a period.
Definition
EPC, earnings per click, is the average revenue an affiliate earns for each click they send to an offer, calculated as total commission divided by total clicks over a period. It is the single most useful number for comparing offers on a like-for-like basis, because it folds together the payout and the conversion rate into one figure: a $200 payout that converts at 0.3% has a $0.60 EPC, and a $120 payout that converts at 0.8% has a $0.96 EPC, so the lower-payout offer is worth more per click.
EPC comes in two forms. Network EPC is the average across all affiliates running the offer, shown in the offer listing as a benchmark.
Personal EPC is the affiliate's own realised figure for their specific traffic, which can be much higher or lower than the network average depending on how well their audience and funnel match the offer. Personal EPC, measured over enough clicks to be stable, is what an affiliate actually optimises to.
In context
For an iGaming affiliate choosing which brand to feature or which offer to run on a given traffic source, EPC is the decision metric. A comparison page's top slot goes to the offer with the best realised EPC for that page's traffic; a media buyer allocates budget to the offer with the highest EPC per source; a content site swaps a low-EPC CPA offer for a RevShare deal whose per-click earnings, once the cohort matures, are higher.
Network EPC is a starting filter, but the real evaluation is a test that measures personal EPC.
EPC is also how RevShare and CPA offers are compared on a common basis over time. A CPA offer's EPC is known quickly and is fixed; a RevShare offer's EPC starts low and rises as referred players generate revenue, so it has to be measured on a maturing cohort rather than in the first week.
An affiliate comparing the two runs both on matched traffic and tracks EPC out to 90 days before deciding, because the ranking often reverses between week one and month three.
Worked example
An affiliate tests two casino offers on matched traffic from the same page. Offer A (CPA) settles at a $0.42 EPC within a week.
Offer B (RevShare) is $0.18 at week one but $0.61 by day 90 as the cohort's losses accumulate. The affiliate moves the page's top slot to Offer B.
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