Proceeds
Also: Net revenue · Revenue after store commission
Proceeds are app revenue after the app store's commission and applicable taxes are deducted — the amount that actually reaches the developer. Gross revenue is the price the user paid.
Proceeds ≈ Price × (1 − commission % − tax %)
Apple and Google take 30%, or 15% under the small-business programs and on subscriptions after the first year; taxes vary by storefront. Any ROAS or LTV calculated on gross revenue overstates the return by roughly that amount.
Subscription platforms such as RevenueCat expose both figures. Pick one for the whole reporting stack and make every downstream tool read the same mode — a large share of "my dashboards disagree" investigations end here.
Common mistake
Comparing a platform's gross-revenue ROAS to an internal proceeds-based ROAS and chasing the 30% gap as an attribution problem.
Go deeper: Why platform ROAS runs high
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.