EPC stands for earnings per click – the average commission a publisher earns for every click sent to an advertiser, calculated as total commission divided by total clicks. It is the standard metric publishers use to compare which advertisers or offers are worth prioritising, since it accounts for both commission rate and conversion rate together.
A publisher sends 1,000 clicks to an advertiser and earns $850 in commission that month. EPC is $850 / 1,000 = $0.85 – meaning every click is worth 85 cents on average, regardless of whether it converted.
Commission rate ignores conversion rate. A 20% commission on a product that rarely sells can produce a lower EPC than a 5% commission on a fast-converting one. EPC blends both, giving publishers a single number to rank advertisers by actual earning potential per click sent.
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