Publication date: 30 October 2025
What is EPC (Earnings Per Click) and why does it matter in affiliate marketing for gambling and betting offers? EPC shows the average amount a media buyer earns from an affiliate program or ad network for every click on an ad. It helps evaluate traffic quality and conversion performance. In gambling and betting, EPC is one of the main metrics that defines how profitable your traffic to sportsbooks and online casinos really is.
EPC is not a fixed payout per click — it’s a calculated value that shows how high-quality and conversion-oriented your traffic is.
The calculated EPC value usually appears in your affiliate dashboard or media buying tracker.
Key insight: A high EPC means your traffic is not only clickable but also highly targeted. Users who click your links are more likely to register and make deposits. In affiliate marketing, a high EPC reflects “hot” traffic — clicks that generate real value and lead to conversions.
A low EPC, on the other hand, indicates a problem. It may mean the traffic is irrelevant — for example, bots or users not interested in betting. It can also signal tracking errors. Low EPC often points to “cold” or “junk” traffic: many clicks but few conversions, which leads to wasted budget and poor ROI.
EPC can be calculated in several ways, allowing for deeper analysis and smarter campaign optimization.
For media buyers working in gambling and betting verticals, EPC serves as a primary compass for decision-making.
Before launching a campaign, a media buyer reviews EPC stats for different bookmakers in affiliate networks. A high EPC across affiliates indicates that the offer is “hot” — partners are successfully generating profits with it.
This is where EPC proves most useful. A media buyer runs traffic from multiple sources and compares their EPC values.
Example: You test five ad creatives for the same bookmaker.
Conclusion: Creative B brings in five times more qualified traffic. You scale that creative and pause Creative A.
Knowing your average EPC and expected click volume allows you to project future earnings.
If you buy traffic at $0.10 per click and your EPC is $0.30, your net profit per click is $0.20.
This margin between EPC and cost per click defines your overall profitability.
However, to get a full picture — including ad creative production and subscription costs — EPC must be analyzed alongside ROI (Return on Investment), the key metric reflecting total campaign profitability.
Essentially, EPC completes the analytical cycle — from traffic investment to profit generation. Correctly understanding and interpreting this metric allows media buyers to turn data into revenue streams. It also helps convert test budgets into scalable campaigns.
For the iGaming industry, adopting EPC-based performance evaluation represents a higher level of professionalization. Bookmakers gain access to high-quality player sources, while media buyers benefit from transparent and measurable reward systems.
Mastering EPC is a key skill that separates beginners, who often waste budgets, from professionals who build sustainable businesses in traffic arbitrage. This is especially true in verticals such as sports betting and online gambling.
EPC (Earnings Per Click) is your average earnings per click. This metric shows how much money you earn, on average, for each click on your affiliate link. It’s calculated using a simple formula: total earnings divided by the total number of clicks. For example, if you’ve earned $300 from 1500 clicks, your EPC is $0.20.
EPC and CPC are opposing metrics. EPC (Earnings Per Click) is your income per click—it’s what you earn. In contrast, CPC (Cost Per Click) is your expense per click—it’s what you pay to acquire that click. Your campaign’s profitability is determined by the difference between the two: if your EPC is higher than your CPC, you are profitable.
A “good” EPC is relative and highly dependent on your niche and traffic costs. In high-competition, expensive verticals like gambling or fintech, EPC can range from $0.50 to $5 and above. In more mainstream verticals, EPC typically falls between $0.05 and $0.30. The key criterion is that your EPC must be consistently higher than your cost per click (CPC).
A low EPC indicates that your clicks are not converting into revenue. The primary reasons are non-relevant traffic, an unappealing offer, a poor-performing landing page, or technical tracking issues. To increase your EPC, you need to test and optimize three key elements: your traffic source by driving more targeted audiences, your ad creatives to generate better interest, and your affiliate offers by selecting those with higher conversion rates.
Both metrics are important, but EPC is directly tied to money, while CTR relates to engagement. A high CTR (Click-Through Rate) means your ad is compelling and attracts clicks. A high EPC means the users who click are completing desired actions and generating revenue. Ultimately, EPC is more critical because it reflects the actual profitability of your traffic, not just its volume. You can have a massive CTR but a zero EPC and still end up with a loss.
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