Cost Per Click (CPC)

Cost Per Click (CPC) refers to a KPI of the common PPC pricing model in online advertising, where advertisers pay a fee each time their ad is clicked. It’s a key metric used on platforms like Google Ads, Facebook Ads, Instagram, and many others to determine how much an advertiser pays for each user acquisition or website visit.

While CPC is important in the early stages of a campaign to manage traffic and drive clicks, other metrics like Cost Per Conversion (CPCo) or Return on Ad Spend (ROAS) tend to be more valuable over the complete campaign duration. These metrics provide better insight into the direct impact of fundraising campaigns on ROI, helping charities focus on outcomes like donations rather than just website visits.