EPC (earnings per click) is the average commission you earn for each click on an affiliate link. Calculate it by dividing total commissions by total clicks for the same period:
If 2,400 clicks earned $1,080 in commissions last month, EPC = $1,080 / 2,400 = $0.45.
EPC from conversion rate and payout
For an offer you have not run yet, estimate EPC from its parts:
A product that converts 3% of clicks and pays $18 per sale has an expected EPC of 0.03 x $18 = $0.54. Our affiliate commission calculator does this and also tells you how many clicks you need to hit an income goal.
EPC vs. EPC per 100 clicks
Some networks report EPC per 100 clicks rather than per click, because the per-click numbers are small. A "100 EPC" of $45 equals $0.45 per click. Always check which version a network shows before comparing offers across networks.
Why EPC beats commission rate
| Offer | Commission | Conversion rate | EPC |
|---|---|---|---|
| $29 ebook, 50% commission | $14.50 | 1.0% | $0.145 |
| $300 software, 30% first payment | $90 | 0.8% | $0.72 |
| $15 trial signup (CPA) | $15 | 6% | $0.90 |
The 50% offer has the most attractive headline and the worst economics. The flat CPA trial converts so well that it beats both. Commission rate alone tells you almost nothing.
What is a good EPC?
There is no universal number - it depends on niche and traffic type - but a useful way to judge it is against what the click costs you:
- Paid traffic: EPC must be higher than your cost per click, with room for profit. A $0.60 EPC is excellent if clicks cost $0.20 and a loss at $0.80. Compare with the CPC calculator.
- SEO or content traffic: compare EPC between offers that fit the same page. Your traffic has a fixed size, so the offer with the higher EPC earns more.
- Email: calculate earnings per email sent or per subscriber as well as per click - clicks from email are usually warmer and convert better.
Network EPC vs. your EPC
Networks show average EPC across all their affiliates. That average often includes coupon, cashback and loyalty sites, which convert at very high rates because their visitors are already at checkout. A content site or social account will usually see a lower EPC. Use the network figure as a starting estimate, then switch to your own data after a few hundred clicks.
How to increase EPC
- Place links on high-intent pages: reviews, comparisons and "best X for Y" articles.
- Deep-link to the exact product rather than the homepage.
- Pre-sell: explain who the product is for and who it is not for. Better-qualified clicks convert better.
- Ask the affiliate manager for an exclusive coupon for your audience - it often lifts conversion rate noticeably.
- Drop offers whose EPC stays low after a fair test and reuse the placement for better ones.
For affiliate program managers
EPC is also how affiliates judge your program. If your network EPC is lower than competing programs in the same niche, serious affiliates will quietly promote someone else. Improving landing-page conversion rate raises every partner's EPC at once - often a better investment than raising commissions. If many of your partners never send traffic at all, start with the affiliate revenue leak calculator.
Frequently asked questions
What does EPC stand for?
Earnings per click - the average commission earned for each click on an affiliate link.
Is a higher EPC always better?
For the same traffic, yes. But also check cookie length, recurring payouts, reversal rates and whether the program pays reliably.
How many clicks do I need before EPC is reliable?
At least a few hundred clicks and ideally 20 or more sales. Below that, one or two sales can swing EPC dramatically.