EPHC + Recall %age

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[Ryan Gilbert]

its worked out on confirmed transactions, we don't count canceled transactions in the epc equation. So for every 100 clicks you should earn 2 sales, theoretically

I wouldn't take the figures as gospel but rather as a rough guideline. Like anything in affiliate marketing, if you pre-sell the consumer well, your traffic will convert higher than browsing consumer. Some affiliates are converting at 4% and others at less than 1%, averaging over 2% overall.