The Skimlinks recommended rate is calculated using your geography, vertical, closest competitor, and current EPC. EPC is earnings per click, or commission paid / clicks. EPC is one of the most important metrics for publishers and is a way of distinguishing which merchants will drive revenue for the publisher. We look at the EPCs of merchants that are comparable to your closest competitor in your geography. Your recommended rate is simply the rate you would need to offer in order to be in the top 25% of this group.