The payout model decides what you’re paid for. Comparing offers on the right number makes the choice clearer.
Main points
- CPL pays for a qualified lead, CPS for a sale, and CPA is the umbrella term for paying per defined action.
- Easier actions usually pay less; harder actions, such as sales, usually pay more.
- Earnings per click (EPC) lets you compare offers with different payouts and conversion rates.
- Revenue share pays a percentage of each sale or subscription, sometimes over time.
Offers advertise very different payouts. A high number isn’t automatically better, because the action behind it may be much harder to achieve.
The main models
| Model | You’re paid when | Typical difficulty |
|---|---|---|
| CPL (cost per lead) | A visitor submits a qualifying form | Lower |
| CPI (cost per install) | An app is installed and opened | Lower to medium |
| CPS (cost per sale) | A purchase is completed | Higher |
| Revenue share | A percentage of the sale or subscription | Varies |
CPA is often used as the umbrella term for all of these.
Compare offers by EPC
Earnings per click (EPC) = total earnings ÷ clicks.
| Offer | Payout | Conversion rate | EPC |
|---|---|---|---|
| Lead offer | $4 | 10% | $0.40 |
| Sale offer | $30 | 1% | $0.30 |
In this example, the lower payout earns more per click. Network EPC figures are averages across affiliates, so test with your own traffic.
Pro tip
If you buy traffic, compare EPC with your cost per click. An offer is only profitable if EPC is consistently higher than what each click costs.
Lead quality and reversals
Lead offers usually set quality rules, such as real contact details, a specific country or a minimum age. Advertisers can reverse conversions that fail these checks, so track the approval rate as well as the raw number.
Compliance alert
Never submit leads yourself, use bots or pay people to fill in forms unless the offer explicitly allows incentives. It’s fraud, and networks detect and reverse it.
Choosing the right model
Match the model to your audience and traffic: an information site may suit lead offers, while a product-review audience may suit sales or revenue share. Track results with sub IDs so you know which placements work, and read about lead quality before scaling.
Frequently asked
What is EPC?
Earnings per click: total earnings divided by clicks sent. It combines payout and conversion rate in one number.
Which model is best for beginners?
Lead offers often convert more easily, which helps you learn. Check lead quality rules carefully, since poor leads are reversed.
What is a revenue share offer?
Instead of a fixed payout, you earn a percentage of what the customer spends, sometimes for as long as they remain a customer.
This article is general information for marketers, not legal advice. Advertising, privacy and consumer protection rules vary by country and change over time, so check the current rules and your network’s terms, and get legal advice where needed before running campaigns.