Checklist: Rotation metric — optimize on EPC vs conversion rate

Checklist: Rotation metric — optimize on EPC vs conversion rate

Which number drives your weights? They reward different offers.

Optimize on EPC (earnings per click) when:
☐ Payouts differ across offers in the rotation
☐ You care about revenue per click, not raw conversion count
☐ A 2% CR at $40 beats a 10% CR at $5

Optimize on conversion rate when:
☐ Payouts are equal (same offer, different landers)
☐ You're testing creative/lander, not offer economics
☐ You want fast feedback — CR fires more often than revenue

Step — Use CR for lander tests, EPC for offer selection. Mixing them rewards the wrong thing.
Step — Add a minimum-clicks gate before either metric moves weight (≥100 clicks per arm).

Tradeoff: CR optimizes too early and ignores payout; EPC is correct but slower to stabilize.

Confirm which metric each rotation uses before launch; never switch mid-test.