Average earnings per click: Commission divided by number of clicks. The most important metric to compare partner programs with each other.
Also called: earnings per click
EPC stands for Earnings per Click and indicates how much commission a single click on an affiliate link brings in on average. Because the EPC sums up the commission amount, conversion rate and cart value in one number, it is the best basis for comparing partner programs.
How is the EPC calculated?
EPC = commission total ÷ number of clicks
An example: A publisher achieves a total of 360 € commission with 2,000 clicks. The EPC is then 360 € ÷ 2,000 = 0.18 €. Many networks also specify the EPC per 100 clicks – in the example, that would be 18 €.
What is a good EPC?
It depends very much on the industry. For fashion or electronics, typical values are between €0.05 and €0.30, for software, finance or travel often significantly higher. It is therefore particularly useful to compare within one category – for example in the partner program directory, which identifies the EPC for each program.
EPC or commission – what matters?
A high commission alone says little. A program with 20% commission but low conversion rate can bring in less per click than one with 6% and high shopping carts. The EPC shows what is actually earned in the end. But notice: The EPC of a network is an average across all partners. Your own EPC depends on how well your audience fits the product.