How Revenue Per Click (RPC) Works
RPC equals attributed or observed revenue divided by clicks. It can be calculated for a campaign, product group, keyword or other traffic segment.
A Simple Example
If 1,000 Shopping clicks produce $6,000 in revenue, revenue per click is $6.
Why Revenue Per Click (RPC) Matters
RPC separates the value produced after a click from the price paid for that click and helps define a profitable CPC ceiling.
Common Misreading
State the revenue window and attribution method. Short reporting windows, repeat purchases and duplicated platform revenue can materially change RPC.