Evaluating and choosing offers
Payout alone does not decide profit. Learn to evaluate offers by EPC, conversion rate, rules, buyer quality and fit.
Key metrics
- EPC (earnings per click) = revenue ÷ clicks — compares offers with different payouts.
- Conversion rate on similar traffic.
- Approval/payable rate — how many conversions get paid.
- Caps — how much volume you can send.
Offer fit
Does the offer match your traffic, geography and audience? Are your sources allowed? Can you create compliant creative?
Advertiser quality
Reliable payment, clear rules, fair scrubbing, responsive management and a good reputation.
Score and test
Use a scorecard, then test top offers with small budgets and compare real EPC on your traffic.
💡 Real-world example
A publisher chose a $60 payout offer over a $35 one. Real EPC on its traffic was lower because the $60 offer converted poorly and scrubbed heavily. The $35 offer produced more profit.
✅ Checklist
🛠 Your assignment
Score five offers using the offer scorecard.
📝 Check your understanding
Answer 2 of 3 correctly to complete this lesson.
🧪 Practise this skill
Try it in a free Practice Lab and get instant feedback.
💬 Questions about this lesson?
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