Cost per click, also known as Pay per Click, is a mobile advertising model where mobile advertisers pay each time a mobile app user clicks on the ad. In the CPC model, which is a much less risky payout model than CPM, it doesn’t matter if the user takes another action (install, registration, purchase, etc.) than clicking the ad.  

Mobile advertisers can choose to pay either a fixed CPC or a maximum CPC where publishers find the best placements for the maximum bid or a lower cost. 

CPC = Advertising Cost/Number of Clicks