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February 13th, 2007, 10:58 AM #1Question About EPC
I can only assume this has been asked before, but I did not find it in a search.
Right now, our 30-day and 7-day EPC's with ShareASale are around $54.00.
Our top 6 affiliates have EPCs of:
It seems like after them, the average EPC is under $10.00 for anyone with more than 5 hits.
Obviously EPC is not everything, but I am curious as to your opinions on affiliates that have much lower EPCs than the average. Not so much from a standpoint of dragging down the EPC, but from a possible fraud/spyware/adware deal.
If you take out the affiliates with less than 2% conversion rates (which is ridiculously low), our EPC is $98.34, which is very close to our goal of $105.00.
I appreciate your thoughts!
February 13th, 2007, 11:15 AM #2
- Join Date
- January 18th, 2005
You have mail.
February 13th, 2007, 11:18 AM #3
Do you guys define EPC as "per 100 clicks" or "per unique click?" Just curious.Joseph Lilly
PartnerWeekly, LLC 702.407.0707 joe.lilly at partnerweekly.com
February 13th, 2007, 11:20 AM #4TM poaching?
Your #5 affiliate has EPC of $592??. This is not answering your question, but I would recommend protecting your trademark from unethical affiliates. A quick search on Yahoo/MSN/Google shows some trademark poaching on hometown quotes and hometownquotes.com.
Any time I see an EPC that is 3-6 times higher than everyone else, that's the first thing I look for. It's a shame that some affiliates have no problem violating T&C's to make quick money. The $592 EPC affiliate might not be the poacher, but I wouldn't bet against it.
February 13th, 2007, 11:29 AM #5Originally Posted by FlyFisherman
I think we have smart affiliates using geotargetting as I cannot see the trademark poaching here (we check every week or eleven)
Thanks for the heads up though. I am travelling some soon and will have to check it out in different locations.
February 13th, 2007, 11:29 AM #6
February 13th, 2007, 11:47 AM #7
I've suggested an "alternate" way of calculating EPC here:
Basically, this should show a range of EPC values (10th, 50th, and 90th percentile) that should reflect what an untargeted, average, and high targeted affiliate could expect to see. I think it would be much more fair to merchants and much more useful to affiliates. If you do these calculations for your program, I would love to see the results (either publicly or privately).
February 13th, 2007, 11:53 AM #8Originally Posted by MattMcWilliams
February 13th, 2007, 12:06 PM #9
- Join Date
- January 18th, 2005
I am curious how search engines affect EPC.
I just launched about 2,000 new Google AdWords campaigns as an affiliate (for a single merchant), and 48 hours later, I've had fewer than a dozen genuine end-user clicks (because I always start testing at very low bid rates, so that most keywords are still inactive).
But SAS reports that I've generated 1,800 hit (clicks) for that merchant -- I assume this represents 12 genuine end-user clicks, plus 1,788 requests from Google's media bot.
That will certainly skew EPC figures! Imagine that I do generate 100 genuine end-user clicks, and drive $200 in orders, for $20 in commissions. In reality, that's a $20 EPC (earnings per 100 clicks - $20 in sales divided by 1C clicks), but I assume that SAS will report this as $1 EPC ($20 in sales divided by 20C clicks).
Last edited by markwelch; February 13th, 2007 at 12:14 PM. Reason: Clarification
February 13th, 2007, 12:10 PM #10
February 13th, 2007, 12:16 PM #11Originally Posted by MichaelColey
If I am not mistaken in what you are saying then this example would be true:
Let's say we have 100 total affiliates who have made 2 or more sales (or leads)
We take the top 5-50 (let's say 10 for simplicity)
Sort them by EPC
We then take the #2, #5, and #9 affiliates and average their EPCs.
They are $150, $110, and $40.
$300 total / 3 affiliates = $100 EPC
Is that correct Michael?
February 13th, 2007, 12:56 PM #12Originally Posted by markwelch
We have dedicated staff monitoring new bots (or even scripts run by the ad hoc user). At this point we are able to reduce bot activity by about 95%. This is not an easy process as it requires a lot of work and hourly monitoring.
On another note: I think it may be better to calculate EPCs based on unique clicks rather than raw clicks (a simple solution like that alone can remove a lot of bot-related clicks if you do not have the monitoring capability).
February 13th, 2007, 01:04 PM #13
Close, but not quite. You would actually display all three numbers. The three EPC numbers should be good representations of what various affiliates could expect.
I'll IM you.
February 13th, 2007, 01:39 PM #14
As I IM with you
So our three numbers would be:
Funny our 50% one - $98.60 is almost identical to our SAS EPC 9f you take out the ones with 1 or no leads and over 50 hits... $98.34
I think these are good stats, Michael.
February 13th, 2007, 01:51 PM #15Originally Posted by MattMcWilliams
1) An affiliate with very general, untargeted traffic should expect to see an EPC around $20.
2) An average affiliate should expect to see an EPC around $100.
3) An affiliate with highly targeted traffic might see an EPC of over $300.
That's quite a variation. I really expected the middle number to be lower, but the low and high end don't surprise me.
I suspect that most affiliate programs would see similar variations. Those highly targeted sites with well-matched demographics at the appropriate point in the buying cycle can often see results several times better than average affiliates. Those with general, untargeted traffic often see results several times lower than average.
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