Understanding eCPM, CR, and EPC: The Metrics That Actually Drive OfferWall Revenue

## Three Metrics, One Story Every OfferWall dashboard shows the same core numbers: eCPM, conversion rate (CR), and earnings per click (EPC). Individually each tells you something useful; together they tell you exactly where your revenue is leaking. ## eCPM: The Bottom Line Effective cost per mille — your revenue per 1,000 impressions — is the number most publishers check first. It's useful for comparing placements at a glance, but it's a *lagging* metric: by the time eCPM moves, the underlying cause already happened days ago. ## Conversion Rate: Where the Story Starts CR tells you what share of users who saw your OfferWall actually completed an offer. A falling CR almost always points to one of three things: offer relevance for your geo, placement visibility, or friction in the completion flow. Fix the CR and eCPM follows. ## EPC: The Traffic-Quality Signal Earnings per click measures revenue per OfferWall open, independent of impression volume. It's the fastest way to compare traffic sources — a channel with high volume but low EPC is often lower quality than it looks on a raw revenue report. ## Putting It Together **Start with CR** when revenue drops on an existing placement — something changed in the funnel. **Start with EPC** when evaluating a new traffic source — it tells you if the traffic is worth scaling. **Watch eCPM** as your headline health check, but never optimize it directly; optimize the CR and EPC that feed it. ## A Simple Weekly Routine Review CR and EPC by placement and by country every week, not just the total eCPM. Small regional dips are easy to miss in an aggregate number but compound fast across a month of traffic.