Revenue Per Click / Marketing Terms Revenue Per Click Revenue per click (RPC) is a digital advertising metric that measures the average amount of revenue generated each time a user clicks on an ad. It combines performance and profitability by linking user engagement with financial outcomes. RPC helps marketers evaluate which campaigns, keywords or audiences are delivering the highest return from paid traffic. RPC is calculated by dividing total revenue generated by the number of clicks received during a campaign. For example, if a campaign earns $2,500 in revenue from 1,000 clicks, the RPC would be $2.50. This metric is especially useful in search and display advertising, where click volume can vary widely. RPC is different from cost per click (CPC), which measures how much is paid per click. A healthy margin between RPC and CPC indicates that the campaign is generating profit. For B2B and SaaS companies, RPC helps assess the value of leads generated through paid search, retargeting or product-specific campaigns. For nonprofits, RPC can track the revenue from donation ads, event registrations or e-commerce purchases. Monitoring RPC allows teams to compare creative assets, refine targeting and reallocate budgets to top-performing ads. To increase RPC, marketers can optimise landing pages, improve product offerings, and enhance the user experience to encourage higher-value actions.