CPC (Cost Per Click)

CPC is a pricing model where the operator or advertiser pays a fixed fee for each click an affiliate delivers. Unlike CPA (which pays per conversion) or RevShare (which pays a percentage of ongoing revenue), CPC compensates affiliates purely for driving traffic -- regardless of whether that traffic converts into registrations, deposits, or purchases. This model shifts the conversion risk entirely to the operator, since they pay for every click even if the visitor does not take any further action.

In affiliate marketing, CPC is less common than performance-based models like CPA or RevShare, but it has specific use cases. Operators may use CPC deals for brand awareness campaigns in new markets, for affiliates with high-traffic but hard-to-track audiences, or when testing new traffic sources where conversion data is not yet reliable. CPC is also used in display advertising, native ad placements, and some social media promotion models. For affiliates, CPC offers predictable income based on traffic volume, making it lower risk than performance-based models where earnings depend on conversion outcomes.

The key trade-off with CPC is the misalignment between cost and value. Operators pay for clicks without a direct guarantee of conversions, which means they need to monitor traffic quality closely to avoid overspending on low-intent visitors. Metrics like CTR (click-through rate) and EPC (earnings per click) help both operators and affiliates evaluate whether CPC campaigns are delivering acceptable returns. If conversion rates from CPC traffic are consistently low, operators typically shift to CPA or CPL models that tie payment directly to measurable outcomes.