Naafacmarketer — An affiliate and | naafacmarketer.com
EPC only means something against the range for its traffic source — here are the four ranges and the intent logic behind them.
Earnings per click is revenue per click: conversion rate multiplied by average commission. Because both factors vary by where the click comes from, EPC benchmarks are only usable per traffic source. A single network-wide average mixes display clicks with cashback clicks and describes neither.
Display and content-network traffic sits at the bottom: $0.02–0.20 per click, with a 300×250 unit clicking at 0.1–0.6%. The intent is cold, so offers promoted here must work at high volume and low value per click.
On narrow screens, swipe or scroll the plate sideways.
Search-intent traffic supports $0.30–1.50 per click, because the user has already typed a commercial query. In-content text links reach $1.00–4.00: the link sits inside editorial the reader chose to read, clicks at 1–3%, and needs roughly 3–10× less traffic than display for the same click volume.
Cashback and price-comparison clicks top the scale at $2.00–15.00 per click. The click arrives already near purchase intent — the user has compared prices or is claiming a rebate — so conversion rates that are impossible elsewhere are routine here.
To use the table: compute the offer's expected EPC from your page type's conversion rate and the stated commission, then grade the result against the row for the source you run. A $0.40 projection is a pass on display and a fail on cashback — the benchmark, not the offer, decides.
Further reading