Using EPC to guestimate conversions?

Justin Jordan · 09-23-2009, 11:24 AM

Mildly to incredibly stupid question ahead.

So I was looking at the campaigns in one of the CPA networks, and I got to thinking about Earnings Per Click (EPC). It seems like if you look at the commission on the offer and the EPC, you should be able to eyeball the conversions on the offer.

So, for instance, one of the offers has an EPC of $4.00, and the offer pays $40.00, which looks like it means that it's taking ten clicks to the offer to gte one sale. Or if your EPC is thirty cents on a thirty dollar offer, then you're getting one sale for every hundred clicks.

Is this right, or am I completely misunderstanding how EPC works?

TheScalper · 09-23-2009, 06:16 PM

In my opinion you are absolutely right! But there are always some more factors which play a role in this game: Traffic quality and/or landing page quality. So for example if you've got a very short landing page with a strong call to action which asks the user to click through and/or a more untargeted traffic source you could get an EPC of 0.50 $ with the same offer ... So the whole metrics of the network should be used with caution...they must not be applicable to YOUR advertising method.

p2y · 09-23-2009, 06:48 PM

Yes that is how EPC works (earnings per click) but you really shouldn't use it for estimating the conversion rate of an offer because there is so much diverse traffic that EPC are meaningless. On most offers, EPC's are polluted by media buyers, mailers, and PPV marketers.

09-23-2009, 11:24 AM	#1
Justin Jordan Advanced Warrior War Room Member Join Date: Oct 2007 Location: The wilds of Pennsylvania Posts: 770 Thanks: 45 Thanked 118 Times in 61 Posts	Using EPC to guestimate conversions? Mildly to incredibly stupid question ahead. So I was looking at the campaigns in one of the CPA networks, and I got to thinking about Earnings Per Click (EPC). It seems like if you look at the commission on the offer and the EPC, you should be able to eyeball the conversions on the offer. So, for instance, one of the offers has an EPC of $4.00, and the offer pays $40.00, which looks like it means that it's taking ten clicks to the offer to gte one sale. Or if your EPC is thirty cents on a thirty dollar offer, then you're getting one sale for every hundred clicks. Is this right, or am I completely misunderstanding how EPC works?
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09-23-2009, 06:16 PM	#2
TheScalper Warrior Member Join Date: Sep 2009 Posts: 25 Thanks: 1 Thanked 3 Times in 3 Posts	Re: Using EPC to guestimate conversions? In my opinion you are absolutely right! But there are always some more factors which play a role in this game: Traffic quality and/or landing page quality. So for example if you've got a very short landing page with a strong call to action which asks the user to click through and/or a more untargeted traffic source you could get an EPC of 0.50 $ with the same offer ... So the whole metrics of the network should be used with caution...they must not be applicable to YOUR advertising method.

09-23-2009, 06:48 PM	#3
p2y Advanced Warrior War Room Member Join Date: Feb 2007 Posts: 508 Thanks: 9 Thanked 187 Times in 57 Posts	Re: Using EPC to guestimate conversions? Yes that is how EPC works (earnings per click) but you really shouldn't use it for estimating the conversion rate of an offer because there is so much diverse traffic that EPC are meaningless. On most offers, EPC's are polluted by media buyers, mailers, and PPV marketers.
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