Estimate your app’s revenue: AdMob, AppLovin or Unity ads (banner, interstitial, rewarded), subscriptions and in-app purchases minus the store commission, plus the UA budget and costs.
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Take the eCPM from your AdMob/AppLovin dashboard. Typical: banner $0.3–$1, interstitial $5–$15, rewarded $10–$40 — varies a lot by country.
Indicative estimate: eCPM varies by country, format and season; the store commission is deducted from IAP. Month = 30.4 days; amounts in USD, gross (before tax).
Estimated monthly revenue: 9,733 $ · ARPDAU: 0.032 $Estimates based on standard industry formulas (RPM, eCPM, ARPDAU, LTV, ROAS). Real values vary by country, niche and season. Instant in-browser calculation, no account, no data sent. Last updated: 11 July 2026 · gov.uk: working for yourself.
⚖︎ Results are for informational purposes and do not constitute tax advice. For specific situations, consult a licensed accountant or the relevant tax authority.
Ad revenue is calculated from the DAU, the impressions per user and the eCPM (revenue per 1,000 impressions); the store commission is deducted from IAP, and UA is evaluated through the LTV:
At 10,000 DAU, 4 impressions/user and an $8 eCPM: $320/day from ads. 500 subscribers × $5 with a 30% commission add ~$58/day net.
It depends on the format and the country: banners typically earn an eCPM of $0.3–$1, interstitials $5–$15 and rewarded ads $10–$40 in Tier-1 countries (US, UK, Germany); in other regions the values are much lower.
DAU × impressions per user × eCPM ÷ 1,000. At 10,000 DAU, 4 impressions per user and an $8 eCPM: 10,000 × 4 × 8 ÷ 1,000 = $320/day, roughly $9,700/month.
Average Revenue Per Daily Active User: the daily revenue divided by the DAU. At $320/day and 10,000 DAU, ARPDAU = $0.032. It is the standard metric for comparing monetization between apps.
Rewarded has the highest eCPM and the best experience (the user chooses to watch for a reward); interstitials pay well but interrupt; banners have a low eCPM but constant impressions. The optimal mix combines all three.
AppLovin MAX, Unity Ads (LevelPlay / ironSource), Meta Audience Network, InMobi, Mintegral and Liftoff (Vungle). With mediation, several networks bid on each impression, which raises the fill rate and the eCPM; enter the average eCPM your platform reports.
The percentage of ad requests actually served. It drops below 100% when there is no demand for that region or format. Enter it in detailed mode so you don’t overestimate revenue.
The standard is 30%. In the small-business programs (revenue under $1M/year) the commission drops to 15%, and Apple subscriptions move to 15% after the first year. The calculator defaults to 30% — adjust it to your situation.
Consumables are bought repeatedly (coins, lives); non-consumables are bought once (pro unlock); lifetime is a permanent licence bought instead of a subscription; a subscription is paid recurrently, monthly or yearly. In the calculator, “one-time sales” covers the first three and subscriptions have separate fields.
Active subscribers × monthly price × (1 − store commission). At 500 subscribers paying $5/month with a 30% commission: $2,500 gross, that is $1,750/month net (about $58/day).
Lifetime value — the total revenue a user brings while they use the app. Here: LTV = ARPDAU × average lifetime in days. At a $0.03 ARPDAU and 30 days, LTV = $0.90 per user.
When the LTV exceeds the CPI (cost per install). ROAS = projected revenue ÷ budget spent; above 1× means profit. At a $0.50 CPI and a $0.90 LTV, ROAS = 1.8× — every dollar spent brings back $1.80.
Servers/backend, the Apple Developer account ($99/year), the Google Play fee ($25, one time), analytics tools and any external services. Enter them as monthly costs to see the net profit, not just the revenue.