E

Earnings Per Click (EPC) is the great equalizer in performance marketing. It’s not a payment model, but a vital metric that reveals the true earning power of an offer. Calculated by dividing total earnings by total clicks, it allows publishers to compare a high-payout CPA offer against a low-payout CPI offer on an apples-to-apples basis. This enables them to optimize placements for maximum revenue, not just for the highest payout.

eCPM stands for effective Cost Per Mille (Mille is Latin for thousand). It is a key performance metric used by publishers to measure the actual ad revenue they generate for every 1,000 ad impressions they show. It is a measure of performance, not a pricing model.