Overview
EPC, or earnings per click, is the average commission earned for each click on an affiliate link. It is calculated as total commission divided by total clicks over a period.
For creators, EPC is a quick read on which products are worth promoting. For brands, a healthy EPC is what makes an affiliate offer attractive enough that good creators keep pushing it.
How it works
Divide commission earned by clicks. A product that paid a creator $200 in commission on 500 clicks has an EPC of $0.40. EPC blends conversion rate, average order value, and commission rate into one number.
Because it rolls three levers into one, a low EPC can be fixed in several ways: a higher commission rate, a better-converting product page, or a higher average order value.
Why it matters
EPC is how experienced creators decide where to spend their limited posting slots. A brand competing for the best affiliates is really competing on EPC, whether it raises that number through commission, conversion, or basket size.
For brands, tracking EPC by product shows which offers actually reward the creators promoting them, which is a leading indicator of whether affiliates will stick around.
Common benchmarks
EPC varies widely by category, price point, and commission rate, so use any figure as a directional guide, not a target. It is most useful compared against your own products over time:
- Low-consideration, low-price SKUOften under $0.20
- Healthy mid-price offer$0.30-0.80
- Strong high-AOV or high-commission offer$1.00+
These ranges depend on your monthly TikTok Shop GMV tier, ad and sample budget, SKU mix, category, and how aggressively you coach the program. Treat them as a band, not a guarantee.
How brands use it
Brands compare EPC across their SKUs to see which offers are most worth promoting, then raise commission or improve the product page on the ones they want creators to prioritize.
How Hubfluence supports this workflow
Hubfluence ties clicks and commission back to each creator and product, so you can see EPC by offer and by partner and put your best creators behind the products that actually pay them.
Learn more about Hubfluence Analytics, or book a demo to see how Hubfluence runs your TikTok Shop creator program end to end.
