<b>Blended EPC hides a 3-4x spread between funnel stages</b>

<b>Blended EPC hides a 3-4x spread between funnel stages</b>

EPC (earnings per click — total commission divided by clicks sent) is the metric everyone optimizes on and the one that lies most by aggregation.

A single betting offer, ~50,000 clicks, decomposed:
— Review-page clicks (high intent): EPC ~$1.40.
— Listing/comparison clicks (medium intent): EPC ~$0.55.
— Banner/display clicks (low intent): EPC ~$0.18.
— Blended EPC reported: ~$0.61.

The blended $0.61 tells you to scale, but scaling banner traffic at $0.18 EPC against any meaningful CPC is a guaranteed loss while review traffic at $1.40 has enormous headroom.

What to actually track:
— EPC per placement type, never blended.
— EPC per GEO inside each placement — a Tier-2 review page can out-earn a Tier-1 banner.
— Refresh it per offer; EPC drifts as operator caps and bonus terms change.

Benchmark of the day: high-intent review EPC typically runs 3-5x your blended number — optimize the spread, not the average.