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Poker players should be aware of their true win rate.  If you're only playing a single table then you can determine your win rate in dollars (or euros or pounds) per hour.  That's about the only time it makes sense to use the familiar labor rate.  Playing a single table you can calculate the amount you have won and divide it by the amount of time played to caluclate your win rate.

If you're a tournament player it is more telling to have your win rate calculated as return on investment, or ROI.  This is calulated by dividing the total amount you have won (less buy-ins)  by the total amount you have invested in tournament buy-ins.  If you have bought into 500 tournaments for $1.10 each and have won $800 in prize money, then your ROI is ($800-$550)/$550 =  45.5%.

For cash games, especially when you are multi-tabling, it makes far more sense to calculate your win rate in terms of amount won per every 100 hands played.  To normalize for the wide array of limits that can be played online, the amount won is adjusted to big bets for limit games and big blinds for no limit games. 

Thus if you play 10,000 hands of $2/4 limit holdem and you are up by $400, then you are winning $4 every 100 hands, or 1 big bet per 100 hands.  You will typically see this written as 1BB/100.

If you play 10,000 hands of no-limit holdem where the blinds are $0.50/1, and you have won $400, then you have won $4 every 100 hands, or 4 big blinds per 100 hands.  You will typically see this written as 4bb/100.  (BB = big bets, while bb = big blinds)

If you are comparing your win rate against others you should not include bonuses or rakeback, unless you know for sure that the others are also including this into their winnings.  If you're looking at win rates in Poker Tracker or another poker software tracking tool the numbers do not include anyone's bonuses or rakeback.

However, bonuses and rakeback can have a significant impact on player true win rates as I have demonstrated in the article on adjusting your win rate with bonuses and rakeback.