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  1. #1
    Affiliate Manager AmeliaHarman's Avatar
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    what does EPC stand for?
    Is EPC earnings per ONE click? or is it earnings per 100 clicks? I may have some re-wording to do in all the documentation for my program depending on this answer. Thanks!

  2. #2
    ...and a Pirate's heart. Convergence's Avatar
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    CJ = per 100 clicks...
    Salty kisses, Sandy toes, and a Pirate's heart...

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  4. #3
    Affiliate Manager AmeliaHarman's Avatar
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    allow me to quickly busy myself with some re-wording...

  5. #4
    Member gibson's Avatar
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    whichever way you go, define it somewhere in your documents.

    most of the time it is per hundred clicks ("C" means "100" in the old Roman numeral system)

    as an exception, ebay uses an Earnings per Click definition.
    The internet is a fad.

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  7. #5
    The "other" left wing davidh's Avatar
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    EPC is a pure BS metric.

    Because it is based upon an external factor, namely the performance of a pool of affiliates, some of whom may send a lot of traffic with no conversions, and some of whom may send very little traffic but with high conversion rate, it is not a reliable gauge of the merchant's own conversion performance.

    EPC figures are also easy to manipulate; One popular OPM/Affiliate Manager trick is to deactivate affiliates whose conversion rates are on the lower end of the spectrum, and then turn to the client/employer and say "Hey! Look! I just raised your EPC by 200 percent! What a good boy I am! Howsabout a nice pat on the back!". When the reality behind the fluffed-up EPC figure is a negative chip off the bottom line.
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  9. #6
    Affiliate Network Rep JCrooks - AffiliateWindow's Avatar
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    Agreed, David, if you only look at EPC you won't be an accurate view of a merchant. So many other factors are critical as well!

    I've seen merchants open a program on an additional network, just so they have someplace to send the low converting affiliates who nevertheless serve as a long-tail source of traffic.
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  10. #7
    Super Dawg Member Phil Kaufman aka AffiliateHound's Avatar
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    Quote Originally Posted by JCrooks - AffiliateWindow View Post
    Agreed, David, if you only look at EPC you won't be an accurate view of a merchant. So many other factors are critical as well!
    ...
    I see reversal rates as an extremely important factor in evaluating merchant programs, but few networks provide that info. CJ did a real disservice to affiliates when they eliminated them two or three years ago or so.
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  12. #8
    OPM and Moderator Chuck Hamrick's Avatar
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    And conversion rate.

  13. #9
    Affiliate Manager
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    Quote Originally Posted by Chuck Hamrick View Post
    And conversion rate.
    Conversion from what?

    And what if there are multiple touch points to achieve conversion?

    What if a site's conversion rate increases BECAUSE of affiliate clicks? (and last click gets rewarded for the conversion)

    As others have said, EPC is flawed and/or can be manipulated.

    I agree, reversals/voids can be more indicative of a merchant's business -- customers keeping the products and not returning, or canceling services. Better for merchant. Better for partners.

  14. #10
    OPM and Moderator Chuck Hamrick's Avatar
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    Maybe we should all get out of affiliate marketing and go deliver the mail instead?

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