So, what exactly is EPC?

In basic terms, EPC measures the average revenue generated for each click an affiliate drives to your site. EPC is easily calculated by dividing the total earnings generated by affiliates by the number of clicks they delivered over a certain period. For example, if your affiliates generate $200 from 2,000 clicks, your EPC would be $0.10. That means, on average, each click generated by affiliates is earning you 10 cents.

Now, you might be wondering, “Why does EPC matter so much to my affiliate program?” Let’s explore that next.

Why EPC Matters to Your Affiliate Program

EPC isn’t just a number; it’s a snapshot of how well your affiliate program is performing. A higher EPC tells you that affiliates are driving quality traffic converting into sales, which is what you and your affiliates want to see! For affiliate program managers, a healthy EPC shows that affiliates are getting a good return for their efforts, encouraging them to stick with your program long-term.

Affiliates who see a high EPC are more likely to invest more time and energy into promoting your products because they know each click is worth their time.

On the flip side, a low EPC can be a red flag. If your affiliates drive a lot of traffic but see little return, they may abandon your program for more profitable opportunities. So, keeping your EPC competitive is critical to attracting and retaining top-performing affiliates.

Why Affiliates Care About EPC

From the perspective of an affiliate, EPC is a make-or-break metric. High EPC means they can earn more with fewer clicks, allowing them to work smarter, not harder. Affiliates often compare EPC rates across different programs within the same niche to find the best earning opportunities. A strong EPC gives them confidence that their efforts will be rewarded, while a low EPC may lead them to focus their energy elsewhere.

What Are the Industry EPC Averages?

EPC can vary widely depending on your niche, product type, and even the season (think holiday shopping booms!). However, there are some general trends to keep in mind across industries. Here’s a look at the average EPC for some popular niches:

• Home Décor: You can typically expect an EPC between $0.10 and $0.25 in this niche. Higher-priced or luxury home goods tend to see a bump in EPC.
• Clothing and Fashion: EPC in fashion often ranges from $0.05 to $0.20, depending on the brand and promotional cycles. However, fast fashion and trendy items can sometimes drive higher EPC, especially during major sales events.
• Health and Wellness: Due to the recurring nature of health and wellness products (think supplements and fitness gear), EPC here tends to be higher, around $0.20 to $0.40.
• Technology: EPC in this niche can range from $0.15 to $0.35, with higher-ticket items like laptops, phones, and gadgets pulling the average up.

Of course, these are just averages, and many factors—like the quality of your website, your product offerings, and how affiliates drive traffic—will influence your program’s specific EPC. Earnings per Click is a metric used and visible to potential affiliates considering your program and wether they should invest their valuable time creating content for your program in most affiliate networks including; ShareASale, Awin, Impact, CJ, and Rakuten.

How to Boost Your Affiliate Program’s EPC

Now that you know how important EPC is, let’s talk about how you can improve it. Here are some actionable tips to help you get the most out of your affiliate partnerships and boost your EPC:

1. Optimize Your Landing Pages: The first step in improving your EPC is to ensure that the pages your affiliates are sending traffic to are optimized for conversions. This means fast load times, a clean design, and, most importantly, clear calls to action (CTAs). The easier it is for a customer to make a purchase, the higher your conversions—and your EPC—will be.
2. Offer Competitive Commission Rates: Affiliates are more likely to promote your products if they feel they are fairly compensated. If your EPC is lagging, one option is to increase the commission rate for certain affiliates or products to incentivize more high-quality traffic.
3. Promote High-Converting Products: Not all products are created equal when it comes to conversions. Focus on promoting items that have proven track records, strong customer reviews, and competitive pricing. Higher-priced products can also lead to a higher EPC, especially if they convert well.
4. Leverage Coupon and Deal Sites: These types of affiliates can significantly increase traffic and conversions, especially during sales periods. However, it’s important to manage them carefully to ensure that they don’t eat too much into your profit margins. By strategically using coupon sites and offering reasonable but attractive discounts, you can encourage more sales and increase your EPC.
5. Test and Tweak Regularly: Like any other part of your business, your affiliate program requires ongoing testing and optimization. Track which affiliates and products are delivering the highest EPC and adjust your program accordingly. You may find that certain products, partners, or even marketing channels work better to drive higher EPCs.

Keep an Eye on Trends

EPC isn’t static; it can change based on seasonality, promotions, and broader economic trends. Stay informed about what’s happening in your niche, and don’t be afraid to experiment with different strategies to see what improves your EPC.

A Couple of Quick Takeaways

Earnings Per Click (EPC) is one of the most important metrics in affiliate marketing. It helps affiliate managers understand the effectiveness of their program and gives affiliates insight into how much they stand to earn by promoting your products. By focusing on improving your EPC, you’ll strengthen your relationships with current affiliates and attract new, high-quality partners to your program.

Invest time optimizing your landing pages, offering competitive commissions, and regularly monitoring your affiliate performance. You’ll likely see a positive impact on your program’s EPC—and, ultimately, your bottom line.

Sources

Statista. (2024). Global affiliate marketing EPC statistics.
https://www.statista.com/statistics/affiliate-marketing-epc

AWIN. (2022). Affiliate marketing metrics and benchmarks.  

Impact. (2023). What is EPC and why it matters in affiliate marketing.