# Average CPC: what it is and how it works · Zorraquino
> Average CPC is the average paid per click over a period: total click cost divided by the number of clicks.
URL: https://www.zorraquino.com/en/dictionary/advertising/average-cost-per-click.html

# Average CPC

Average CPC is the average amount an advertiser has paid for each click on their ads over a period, calculated by dividing total click cost by the number of clicks

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It is a standard metric in Google Ads, Microsoft Advertising and other platforms. In auctions the actual price of each click is usually lower than the maximum bid because it depends on competition and ad quality, so average CPC reflects what was really paid.

It helps compare keywords, campaigns or periods and estimate budgets, but it does not show on its own whether spending is profitable: a low CPC with few conversions can cost more than a high one that converts well. It is therefore read alongside conversion rate and cost per acquisition.

Also known as

Average cost per click

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Cost per click](https://www.zorraquino.com/en/dictionary/advertising/cost-per-click.html)
- [Maximum CPC](https://www.zorraquino.com/en/dictionary/advertising/maximum-cost-per-click.html)
- [Google Ads](https://www.zorraquino.com/en/dictionary/advertising/google-adwords.html)