When calculating the EV of a call on the flop I've been using my overall equity percentage (meaning by the river how likely am I to win)

But I just read an article that says if you don't expect to see the river for free, then you should calculate it differently.
Say you're on the flop and your overall equity in the hand is 36%, someone bets into you and you have to calculate the EV of a call. You wouldn't use the full 36% in your calculation, because you're only getting to see 1 card. And you likely aren't going to see the river for free. So your EV calculation should use 18% equity. Then if you have to calculate another call on the river, you'd use the last 18%.

It comes from this article: http://www.splitsuit.com/category/poker-articles/page/9

So is this the way you're supposed to do it? Is this the way YOU do it?

Seems silly to divide your 2 street equity in half when you can more easily directly calculate or estimate your equity on a single card.

There are also ex showdown equity factors to consider when looking at EV (i.e. bluffing equity and extra bets when draws come in).

I think what OP is referring to is using the 4/2 rule where if, on the flop, it is not an all-in situation, you multiply your outs by 2 not 4. This is standard.

Yeah, that's exactly what I meant.

So an extremely basic EV calculation would be something like this:

EV= (equity x Pot size) -
((opponents equity) x bet size)

But that's a more typical equation if you're facing an all-in.

Would I cut the equity in half to see the EV of just flat calling here?

Or would I have to do a completely different/more advanced equation to find the EV in calling a standard flop bet?

yeah the term u are looking for is "capture factor"

Equity is often a very poor concept for non allin situation bc is does not account for futher betting rounds.

1) if you improve it's very likely you win further chips
2) villain might checkback some turns (you get a freecard and some river bluff oppertunities)

So if you going for equity/2 you should at least account for implied odds

EV~= (equity/2 x (Pot size+addtional_chips_you_win_when_you_hit)) ...

I'm familiar with the 4/2 rule but not as presented I guess.

Makes sense though since 2 is half of 4 :-)