What is revenue per click, and how do you calculate it?
Revenue per click turns a pile of clicks into a number you can compare across links. Here is the formula, what it tells you, and how to calculate it.
Revenue per click (RPC) is the total revenue a link generated divided by the number of clicks it received. It converts raw click counts into money-per-click, so you can compare links, channels and campaigns on the one metric that matters: how much each click is actually worth.
Clicks feel like progress, but a click count on its own cannot tell you whether a link earned anything. Revenue per click fixes that by folding the outcome back into the traffic, giving you a single number you can line up across every link you run.
It is one of the most useful metrics a marketer can track, and the maths behind it is genuinely simple.
The formula
Revenue per click is total revenue from a link divided by the number of clicks that link received. If a link earned a total of ten thousand rupees from two hundred clicks, its revenue per click is fifty rupees. That is the whole calculation.
The reason it is powerful is that it is comparable. A short link, a bio link and a paid-ad link can all be reduced to the same money-per-click figure, so you can rank them honestly rather than guessing from raw click volume.
Why it beats counting clicks
Consider two links. One gets a thousand clicks and earns very little; the other gets a hundred clicks and earns far more per visitor. Judged on clicks, the first looks like the winner. Judged on revenue per click, the second clearly is. That reversal is exactly the insight click counts hide and revenue per click surfaces.
It also keeps you honest about paid channels: a link is only worth buying more traffic for if its revenue per click comfortably clears what each click costs you.
What you need to calculate it
You need two numbers per link: clicks, which any link tracker gives you, and the revenue attributed to that link, which is the harder half. Revenue per click is only as trustworthy as your conversion tracking, because you have to know which sales belong to which link before you can divide.
That is where link-level conversion tracking comes in: a click id on the link, and a pixel or payment webhook that reports the sale back against it. Once revenue is attributed to the exact link, revenue per click falls out of the data. directinapp captures both sides, clicks and the rupee value of the sales each link drove, so the number is calculated for you rather than estimated by hand.
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