Earnings per click (EPC) is a key performance indicator in affiliate marketing that measures the average dollar value earned each time someone clicks on a unique affiliate link – it’s the moneymaker metric for affiliate marketers.

For companies, EPC is a metric that can be used to help identify top-performing partners, optimize campaigns and incentivize affiliates to drive more clicks (and more sales).

A high EPC can also be used to attract and recruit new affiliates to the program by showcasing the earning potential. For affiliate partners, EPC is important in deciding which programs to take on and actively participate in. It helps affiliates understand their potential earnings: a higher EPC means more money in their pocket for the same effort, making it an easier choice to prioritize.

Companies can also use this metric to motivate affiliates to focus on promoting their products and services over their competitors, leading to more revenue.

The formula to calculate EPC takes total earnings from a link divided by the total number of clicks on that link:

Total earnings from a link ($200) / Total number of clicks on that link (50) = EPC ($4)

Related: How to set strategic partnership KPIs to drive revenue in 2024.