Earnings-per-Click (EPC) Metric

An Earnings-per-Click (EPC) Metric is an online-advertiser revenue metric based on total earnings per monetized click over some time period.

• Context:
  • output: an EPC Value (such as $0.091 yesterday on site X).
  • It can range from being a Historical Earnings-per-Click Metric to being a Predicted Earnings-per-Click Metric.
  • It can range from being a Site-Wide Earnings-per-Click to being a Page-level Earnings-per-Click.
  • It can be predicted by a Earnings-per-Click Prediction System (solving a earnings-per-click prediction task).
• Example(s):
  • VigLink's EPC measure.
  • the one that supports eBay Quality Click Pricing.
• Counter-Example(s):
  • a Clickthrough Rate Metric.
  • an Earnings-per-Impression.
  • an Earnings-per-Action.
• See: eEPC Lift Cluster Randomized 2x2 Crossover Experiment, Consumer Experience Metric.

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References

2012

• http://support.google.com/affiliatenetwork/publisher/bin/answer.py?hl=en&answer=107746
  • Earnings per click (EPC): Total amount paid to all of an advertiser's publishers divided by the total clicks over the same period. (Values are multiplied by 100 for display purposes).

    With the EPC metric, you can measure the efficiency of an advertiser's program and the potential revenue an advertiser may generate for you.

• http://en.wikipedia.org/wiki/EBay#Profit_and_transactions
  • … The total earnings amount is then divided by the number of clicks the affiliate sent to eBay and is reported as Earnings Per Click, or EPC.

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