CPC

CPC is what you pay each time someone clicks your ad.

TikTok totals your spend and divides it by the clicks you got, and that average is your CPC. It sits one step closer to intent than CPM, because a click is a person choosing to act rather than a person simply being shown something.

Say you spend 200 rupees and pull one hundred clicks. Your CPC is 2 rupees. If your creative is scroll stopping and relevant, more people click for the same impressions, and your CPC falls even while your CPM holds steady.

A click is not a customer. Cheap clicks that never convert can bleed a budget quietly, so read CPC next to what happens after the click, never on its own.

Clicks are a step, not a sale.