App Store Connect metric
Proceeds vs sales
Sales is what customers paid; proceeds is Apple's estimate of what you receive after taxes and commission. Here's how to use each.
Definition
Sales is the total billed to customers for apps, bundles and in-app purchases (including tax only when it's part of the price). Proceeds is the estimated amount you'll receive: the customer price minus applicable taxes and Apple's commission.
Where to find it
App Store Connect › Analytics › Sales; Payments and Financial Reports
The common mistake
Proceeds in analytics are an estimate. Final payments can differ because of refunds, currency conversion and timing. Subscription tools and your bank will show different numbers again.
What to use it for
Unit economics such as average proceeds per paying user. Reconcile anything important with the financial reports.