SwipeHarborResearch glossary
EPC
EPC = earnings ÷ clicks
A network-wide average and a result for one partner have different scopes. Keep the population definition with the number, and do not apply an aggregate amount to an individual record without supporting data. EPC means earnings per click. It divides earnings by the corresponding number of clicks for a defined reporting scope. The meaning of earnings depends on the source. It can refer to a publisher payment or another stated amount, so the label alone is not enough.
Keep the earnings definition beside the calculation. Check whether it includes adjustments, reversals, or pending amounts. A pending amount is not necessarily the same as a settled amount. Mixing those states can make two figures appear comparable when they describe different records.
The click count must correspond to the same offer, partner, period, and filters as the earnings. If a source uses a different denominator, preserve its own definition instead of renaming it. Record whether the number is expressed per click or on another scale.
A zero click count cannot produce a usable earnings-per-click ratio. Missing earnings should remain unavailable. Keep the currency and reporting period with the result. A change in the amount definition or click scope can change the figure without a change to an ad.
EPC does not establish a margin or a result for a future campaign. It also cannot be computed from a competitor headline, observation span, or page screenshot. Use the appropriate first-party or partner reporting source. A creative research brief can link to that separate reporting record while preserving the distinction between observed competitor content and the measured results of your own activity.
Open the related calculation tool