EPC is an affiliate metric measuring average revenue generated per 100 clicks sent to an offer. Formula: total commissions ÷ total clicks × 100. It is a publisher-side metric for comparing offer profitability across different commission rates and conversion rates.
EPC helps affiliates decide how much to pay for traffic. A 20% commission on a $200 product with a 1% conversion rate yields $0.40 EPC — the maximum CPC bid that breaks even. Networks often publish advertiser EPC to help publishers prioritize promotional focus. EPC varies significantly by traffic source quality; the same offer can show 2× difference in EPC between email and paid search traffic.