Definition
EPC stands for Earnings Per Click. It is calculated by dividing total revenue (or commissions) by the total number of clicks over a given period. EPC tells you how efficiently traffic converts into money. A higher EPC means each click is worth more, which makes your program more attractive to affiliates and more profitable for you.
How it works
Suppose an affiliate sends 1,000 clicks to your site in a month, and those clicks generate $500 in commissions. The EPC is $0.50. Now compare that to another affiliate who sends 500 clicks but generates $400 in commissions. Their EPC is $0.80, meaning their traffic is more valuable per click even though the total volume is lower.
You can calculate EPC at the program level, the affiliate level, or the offer level. Program-level EPC is what you advertise to recruit new partners. Affiliate-level EPC is what you use internally to identify your best and worst performers. Offer-level EPC helps you decide which products or landing pages to push.
Why it matters
EPC is the single most important metric affiliates look at when deciding whether to promote your program. If your EPC is significantly lower than competing programs in your niche, experienced affiliates will allocate their traffic elsewhere. They have limited inventory and they send it where the returns are highest.
For program managers, EPC is also your early warning system. A sudden drop in EPC might mean your landing page broke, your checkout flow has friction, or a partner is sending bot traffic that inflates clicks without converting. Monitoring EPC by partner and by day lets you catch problems before they become expensive.
Trcker tip
Trcker calculates real-time EPC per affiliate and per campaign, so you can spot underperformers and optimize your program without waiting for end-of-month reports.