CPC (cost per click)
CPC is a pricing model where the advertiser pays only when someone clicks the ad; the bid is the most it will pay for one click.
How it works
Under CPC, impressions are free and each click is charged. An ad nobody clicks earns the publisher nothing, so to compare a CPC bid with CPM bids, the auction multiplies it by the expected click-through rate:
eCPM = CPC × CTR × 1000
A $0.05 CPC with a 0.5% CTR is worth 0.05 × 0.005 × 1000 = $0.25 per thousand impressions.
CPC suits formats where the click is a deliberate choice, such as push notifications and native cards. Once you pay per click, the landing page decides the result:
Cost per action = CPC / conversion rate
Example
At a $0.02 CPC and a 4% conversion rate, each conversion costs 0.02 / 0.04 = $0.50. If your payout is $0.80 per conversion, you can raise the bid to 0.80 × 0.04 = $0.032 before you start losing money.
On UluMob
CPC is the pricing model for push, in-page push, native and Telegram campaigns, from a default floor of $0.003 per click. A click is charged once, through a signed link that expires after an hour; repeat visits to the same link still reach your page but are not billed. For the auction, your CPC bid is converted to eCPM with an expected click rate for the format.