Revenue per click (RPC) tells you how much revenue, on average, each click generates. It is a simple way to express the value of a click in revenue terms, which you can then compare directly against what each click costs.
Formula
RPC = Revenue / Clicks
For example: £1,800 in revenue from 1,200 clicks gives an RPC of £1.50 per click.
Worked example
Your Google Shopping campaign drives 600 clicks in a week, attributing £900 in revenue.
RPC = £900 / 600 = £1.50 per click
Your CPC for the same period is £0.80. Because RPC (£1.50) exceeds CPC (£0.80), each click earns more than it costs. The gap between the two is your gross revenue contribution per click before other costs.
What good looks like
There is no universal benchmark for RPC because it depends on your product prices, conversion rate, and average order value. The meaningful comparison is always RPC versus CPC:
- RPC above CPC: each click earns more than it costs in revenue terms. This does not guarantee profitability (margins and overheads matter), but it is the minimum condition for a campaign to be covering its ad spend.
- RPC below CPC: each click costs more than it returns in revenue. The campaign is spending more on clicks than it generates in attributable revenue.
RPC rises when conversion rate improves, when AOV rises, or both. It falls when fewer clicks convert or when customers spend less per order. A declining RPC with stable traffic is an early signal that something in the conversion journey has changed.
How to calculate RPC from your Vendably data
Vendably holds the underlying data, specifically clicks and attributed revenue, but does not surface RPC as a first-class stored metric on the dashboard. You can derive it from the figures shown: take the revenue figure for a campaign or product and divide it by the clicks figure for the same period. If you need RPC regularly, export both figures and calculate it in a spreadsheet.