Cost-per-Click, or CPC, (sometimes referred to as PPC, or pay-per-click) is a common online advertising model where the advertiser pays "per click", or each time a visit is generated by a click on the ad.

The large majority of channels work on a CPC model. With some channels you may pay a set CPC price, or a price that is fixed for different product categories. Some channels will however use a dynamic bidding model where you can set a bid and compete with other shops to have your ad displayed first
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Effective Cost-per-Click, or eCPC, is a way of calculating a cost-per-click for channels that work on a commission or cost-per-view model. It’s useful for being able to accurately compare channels that use different models.

At AdCurve we calculate an eCPC by taking the total costs for an ad, and dividing this by the number of visits received. 

For example, if a commission based Affiliate Marketing site has a cost-per-sale, and have charged $8.00 for an order after directing 20 visitors to a shop, we can divide the $8.00 by 20 to calculate an eCPC of $0.40 for the channel. This can then be used to compare it with the performance of a CPC based channel.

In AdCurve you can view the eCPC of a channel on the table on your Overview Dashboard. You can also see the eCPC of individual product ads by adding a filter for eCPC in Ad Management.