How the numbers are calculated
Every figure follows the rules of Apple's own reports, so you can trace it back. These are the same rules SwiftSales explains in Settings.
Proceeds
Proceeds is what Apple pays you after its commission and tax. Customers paid is the amount before them. Over the last 30 days of the demo, customers paid $6,794.13, the App Store commission and tax came to $2,038.24, and proceeds were $4,755.89.
Display currency
Each day’s amounts are converted to the display currency at that day’s rate, then added up. Monthly reports use the rate of the 15th.
Report days
Every number belongs to the day of its App Store Connect report, a calendar day in Pacific Time. Yesterday’s report usually arrives overnight, so the latest day in SwiftSales is usually yesterday.
New downloads
First downloads only. Redownloads and updates aren’t counted.
New paying customers
One-time purchases count non-consumable items only, and free ones don’t count; consumables count toward proceeds, not new paying customers. Trial conversions and direct subscriptions count too.
MRR
Subscriptions are converted to a monthly amount by plan length: a week counts as 12/52 of a month, a year as 12 months.
Trial conversion rate (estimate)
Trial conversions ÷ (trial conversions + cancellations during the trial); a cancellation during the trial means auto-renew was turned off.
Billing retry
Counted on the latest subscription report day; share = billing retry ÷ (active subscriptions + billing retry).
Fiscal months and payments
Apple pays by fiscal month, not calendar month. Payment estimates follow the same periods as your payment statements: FY26 P12 runs from Aug 30 to Sep 26 and is expected on Oct 29. With a Finance key, fiscal months show the amounts Apple settled; with a Sales key, they’re estimated from daily reports.
Countries
1 year compares the last 12 calendar months with the 12 before, when every day of them is in hand.
Reviews
Only written reviews are counted, so the average can differ from the App Store rating. A review belongs to the Pacific Time day it was written; its row shows your local date.