Checking Estimated Google and Apple Proceeds Before Store Settlement

Hive Analytics · November 6, 2026 · 5 min read

The amount a player pays may include sales tax and comes before store fees and country-specific taxes are applied, so the payment amount alone doesn't tell you how much the developer will receive. Hive Analytics' Estimated Proceeds metric applies store-specific calculation rules to Google Play and Apple App Store payments to show estimated proceeds with fees and taxes reflected, on a daily basis. Add app, country, and store dimensions to a chart and you can compare the flow of estimated proceeds even before settlement reports arrive. Estimated Proceeds is an estimate, not a confirmed settlement amount, so it may differ from the actual settlement.

The Real Revenue That Payment Amounts Alone Don't Show

When a payment occurs in a game, the amount the player paid is recorded in revenue data first. But that amount is not the same as what the developer will actually receive. The payment may include sales tax, and store fees and country-specific taxes are applied afterward.

The actual settlement amount can only be confirmed after Google Play or the Apple App Store provides a settlement report. So while monitoring daily revenue, you can see that payments went up or down, but you can't immediately tell roughly how much the developer can expect to receive.

Business managers need to understand daily revenue flow and check performance differences by country and store even before settlement reports come out. Even with the same payment amount, estimated proceeds can differ if different taxes and fees apply depending on the country of sale and the store.

Google Play and the Apple App Store also apply fees and taxes differently. If your game is live in multiple countries and stores, rather than comparing payment amounts alone, it's worth looking at estimated proceeds converted on the same basis as well.

The Estimated Proceeds Metric in Hive Analytics

Hive Analytics doesn't stop at providing collected events as they are — it also processes events into metrics based on the criteria analysis requires. Estimated Proceeds is a metric that processes purchase-based events from Google Play and the Apple App Store to calculate estimated proceeds with store fees and taxes reflected.

You can view Estimated Proceeds by selecting it as a measure in Create > Chart. Add appId, country, and market as dimensions to compare estimated proceeds by app, country, and store. Select a currency in the chart's currency option, and the amounts shown in the chart switch to that currency.

The calculation scope and aggregation criteria are as follows.

Item	Criteria
Target stores	Google Play, Apple App Store
Target payments	Consumable product payments, paid subscription payments
Payment amount	Product price × quantity
Duplicate payments	The same payment is counted only once
Exclusions	Refunds are not deducted from estimated proceeds
Currency	Converted to US dollars (USD) using the previous month's average of exchange rates published by Hana Bank
Data availability	Previous day's data available from 05:00 KST daily

A single payment is reflected in estimated proceeds in the following order.

Select target payments made on Google Play and the Apple App Store, and remove duplicate payments.
Multiply the product price by the quantity to calculate the payment amount.
Convert the payment amount to US dollars (USD) using the previous month's average exchange rate published by Hana Bank.
Apply separate calculation rules to Google Play and the Apple App Store.
Sum the results by day, app, country, and store based on the company's aggregation time zone.

Estimated Proceeds is an estimate calculated by applying fee rates and tax rates set by policy, along with price tiers and exchange rates. Because it may differ from the actual store settlement amount, use it as an analytics metric for checking revenue flow in advance, not as a confirmed settlement amount.

Checking Estimated Proceeds by Store

For example, suppose you're comparing daily estimated proceeds for payments made on Google Play and the Apple App Store. For Google Play, sales tax and the store fee are applied to the payment amount in that order, followed by country-specific taxes and levies. For the Apple App Store, the calculation is based on the proceeds provided in the price tier.

Google Play Estimated Proceeds

For Google Play payments, the sales tax included in the payment amount is removed first to get gross revenue. The sales tax rate applied is the value collected from the Google Play Console (https://play.google.com/console) in the month before the payment month.

Gross revenue = Payment amount ÷ (1 + Sales tax rate)
Store fee = Gross revenue × 30%
Net revenue = Gross revenue − Store fee
Estimated proceeds = Net revenue + Taxes and levies

Country-specific taxes and levies are applied as follows.

Country	How it's applied
Korea	Add 10% of gross revenue
Brazil	Deduct 25% of the payment amount
Taiwan	Deduct 3% of net revenue
Vietnam	Deduct 5% of gross revenue

Assuming a payment of 1,100 KRW in Korea with a 10% sales tax rate, estimated proceeds are calculated as follows.

Step	Result
Payment amount	1,100 KRW
Gross revenue	1,100 ÷ 1.1 = 1,000 KRW
Store fee	1,000 × 30% = 300 KRW
Net revenue	1,000 − 300 = 700 KRW
Korea taxes and levies	1,000 × 10% = 100 KRW added
Estimated proceeds	700 + 100 = 800 KRW

In this calculation, estimated proceeds are about 72.7% of the payment amount.

Apple App Store Estimated Proceeds

For the Apple App Store, the proceeds included in the price tiers in App Store Connect (https://appstoreconnect.apple.com) are used. Apple proceeds already reflect the taxes and Apple's commission for that payment, so sales tax and fees are not calculated separately as they are for Google Play.

Estimated proceeds = Payment amount × (Apple proceeds ÷ Payment amount in the price tier)

If a payment of $9.99 is made in the United States and the Apple proceeds in the price tier are $7, estimated proceeds are calculated as follows.

Item	Result
Payment amount	$9.99
Apple proceeds	$7
Proceeds ratio	7 ÷ 9.99 = about 70.1%
Estimated proceeds	9.99 × 70.1% = $7

Apple's price tiers can list different proceeds by country even for the same currency and payment amount. The proceeds applied to a single payment are determined in the following order.

If only one country uses the currency, that country's price tier is selected.
If multiple countries use the same currency, the price tier of the country where the payment occurred is selected.
If there is no value for the payment country, the median of the country-level proceeds for the same currency and payment amount is applied.
If the price tiers have no matching payment amount, estimated proceeds are calculated as 0.

Apple price tiers also use values collected in the month before the payment month. For example, October payments use the price tiers collected in September.

Check the results in Create > Chart as follows.

Select Estimated Proceeds as the measure.
Add appId as a dimension to compare estimated proceeds by app within the project.
Add country and market as dimensions to break results down by country and store.
Select a currency in the chart's currency option to change the display currency of estimated proceeds.

With these settings in place, add In-App Revenue as well to see the differences in estimated proceeds by date, country, and store together.

Get Started with Hive Analytics

With the Estimated Proceeds metric, you can check estimated proceeds with fees and taxes applied to Google Play and Apple App Store payments even before store settlement reports are available. Estimated Proceeds does not replace the actual settlement amount, so use it as a metric for comparing daily, country-level, and store-level revenue flow on the same basis.

Hive Analytics is a game-focused analytics solution that lets you analyze a game's revenue flow based on purchase events collected through the Hive SDK. Start now with Hive Analytics to check estimated proceeds for Google Play and the Apple App Store.