The CPC (Cost Per Click) is one of the numbers that go in to calculating your Morningscore. We get the CPC from Google themselves via our data partners.

Some Morningscore users report back to us that if they run Google ads, they often don't end up paying the exact CPC shown in Morningscore.

This makes good sense, since Google Ads is auction based, which means click prices are never pre-determined.

Our own research shows that Google often overestimates CPC prices, which means you can end up paying less for Google Ads than expected. It also means that your Morningscore is sometimes slightly overestimated due to Googles own CPC numbers.