The more important question is, how are the numbers, if you distinguish between new and existing customers and run the same numbers again plus provide the number, how much percent of the overall traffic were new customers, existing customers or unknown (visited the site without logging in or buying anything to determine if the visitor is a returning customer or not).

This is important to assess how much business you gain from the rewards sites and what business you would potentially lose, if you DO NOT work together with reward sites.

Businesses with tight margins need to know that to make an educated decision if rewards affiliates costing them more commission fees than it is worth for them. Sure, they lose some business if they don’t work with any rewards site, but some business is also not good business and not wanted and you are better off without it.

This statistic is self serving and does not answer the real questions. It’s a good tool to pitch their business and probably the reason why they did it in the first place. Don’t trust any statistic you have not skewed yourself .