Funnel Analytics
← All guides
Sales vs. proceeds on the App Store
Sales describe customer spending. Proceeds are the amount after Apple’s fees and refunds, before your own expenses.
Compare both for the same app, period and currency. A change in product or country mix can affect the relationship between them, so inspect the underlying trend before drawing a conclusion.
Proceeds are not net profit. Keep your own expenses separate, and allow for delayed or incomplete Apple reports when comparing recent periods.
