CPC (Cost per Click)

The cost paid per click on a tracked link in a creator post — a conversion-focused pricing metric.

Influencer CPC is typically more expensive than paid social CPC on the same platform — but the click quality is often higher because the audience trusts the creator. Brands optimising for CPC alone often miss this difference and underweight influencer spend.

In practice, CPC is a comparison metric, not a booking metric. Brands rarely pay creators per click; they pay a flat deliverable fee and compute the effective CPC afterwards to compare the creator channel against paid search and paid social on the same product. The attribution plumbing has to exist before the post goes live: UTM-tagged links, a dedicated landing page per creator, or a unique discount code. Creator-side, a strong click-through history is quiet pricing power — a creator whose audience actually clicks can defend higher fees with the brand’s own numbers.

The arithmetic from the example above scales cleanly: the same €1,200 booking generating 400 clicks doubles the effective CPC to €3.00, and generating 1,600 clicks halves it to €0.75. Because the fee is fixed, CPC swings entirely on audience-product fit, which is why the same creator can be the cheapest channel for one brand and the most expensive for another.