Scroll up to the middle section of this page for the full methodology. Or, you can read this blog post. We take into account the fees that app stores take, which is 30% on gross revenue (which is what the players actually pay), and then compare that to the fee a web shop takes, which we’ve estimated to be 10%.

So for example, if you input that your IAP revenue is $100, we’d calculate your gross revenue as $143 (the app stores take 30% while you keep 70%, and $100 is 70% of $143). If you’re going to shift 20% of that $143 to a web shop, that means $28.60 goes to the web shop ($143*20%), in which you keep 90% of it - leaving you with $25.74. The remaining 80% of the $143 goes the app stores, which is $114.40 ($143*80%), in which you keep 70% of it, earning $80.08. Add those two numbers together you get $105.82 ($80.08+$25.74). That is $5.82 more than if you kept everything in the app stores! So you save around $6 by shifting 20% to a web shop. 

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We use 10% as an estimation for all webshop fees. That includes chargebacks and refunds, taxes, channel fees, foreign exchange (FX) fees, chargeback fees, and Stash’s fee. You can read more detailed explanations for each of these in this blog post.

Once you input your numbers into the fee calculator, we break down how we calculate your savings for you with a side-by-side comparison of app store fees versus web shop fees. Give it a try to see how much you can save!

Shifting 100% of player spend to a web shop would be awesome (but it’s unlikely). The benchmark is 30%, but if you can shift just 10% (or even 25%, like Playtika and Huuuge do) it can still have a major impact on your bottom line. Some games even shift 50-60%! Our job is to help you shift the most spend possible via our traffic driving products, like discounts and loyalty programs.

Our aim is to be completely transparent with you, and the calculator takes into account all fees - including taxes, chargeback fees, foreign transaction fees, and the Stash fee. Nothing is hidden. You will know why you’re being charged, when you’re being charged, and where you’re being charged down to the tiniest detail. See the example financial report in this blog post for the step-by-step breakdown.

It’s important to note that the calculator assumes a 10% fee for web shops - which includes Stash’s 5% flat fee, plus channel fees, taxes, and more. This number can be higher or lower (ex: 8% or 12%) depending on factors like country and payment method. See what makes up a payment processing fee here.

To work the calculator, all you need to input is your annual in-app purchase revenue and the percentage of player spend you think you could shift to a webshop (tip: play around with it! See how shifting even just 10% makes a huge difference).