CPC stands for cost per click.
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CPC (Cost Per Click) in influencer marketing is a metric that measures how much a brand spends, on average, for each click generated by an influencer’s promotional content. It helps brands evaluate the efficiency of influencer campaigns that aim to drive traffic to a website, product page, landing page, or app.
The basic formula is:
CPC = Total Influencer Campaign Cost ÷ Total Attributed Clicks
For example, if a brand spends ₹20,000 on an influencer campaign and receives 4,000 tracked clicks:
CPC = ₹20,000 ÷ 4,000 = ₹5 per click
Brands can measure influencer-driven clicks using UTM-tagged URLs, unique tracking links, affiliate links, or platform analytics.
CPC is particularly useful for traffic-focused campaigns, but it should be evaluated alongside metrics such as conversion rate, CPA, revenue, and ROAS because inexpensive clicks do not necessarily lead to valuable customers.