Knowledge base · Advertising
CPC
CPC stands for Cost Per Click: what you pay for a single click on your ad.
Most social and search platforms work with an auction. Your CPC is not a fixed price but the outcome of your bid, your quality score and how many competitors target the same audience.
A low CPC feels like a win, but says little without looking at what the click does next. A ten-cent click that never converts is more expensive than a two-euro click that brings an order.
That is why you steer on the ratio with conversion: CPC combined with your conversion rate determines what a customer costs you.
How we do it
We never read CPC in isolation, always combined with conversion and cost per customer.
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