AllTrails Revenue & Ads
A trail discovery and GPS navigation app for hikers, bikers and runners, with reviews and maps for 500,000 trails.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202612 min readPaid scale
Est. monthly revenue
$6M
↑ 0.3% vs prev. period
Downloads / month
805K
↑ 0.3% vs prev. period
Rating
4.9
1.0M ratings · #1 in United Kingdom
Meta ads running
166
403 found · median 28
AllTrails revenue and downloads trend
Est. monthly revenue
$5.0M ↓ 16.5% in 90 days
Dec 19, 2025: $5.9MOct 18, 2026
Monthly downloads
500K ↓ 37.4% in 90 days
Dec 19, 2025: 788KOct 18, 2026
Daily estimates from AppKittie, 304 days ending Oct 18, 2026. Revenue changed -15% and downloads -36% over the period. Meta ads live went from 170 to 162 between Aug 25, 2026 and Oct 17, 2026.
AllTrails Meta ads: 166 active, longest running 310 days
Top 13 by days live out of 403 found (0 video and 12 image creatives). Tap any one to open the original in the Meta Ad Library.
#1310 days liveWeb linkAd copy“Save time, be prepared, and never miss a turn with AllTrails Plus”Why it worksSave time, be prepared, never miss a turn with AllTrails Plus; a benefit list, the longest runner at 310 days.
#2276 days liveWeb linkAd copy“Make the most of your adventures with the #1 hiking app at your side.”Why it worksCalls it the #1 hiking app at your side; a rank claim on a static image, 276 days live, web link.
#3261 days liveWeb linkAd copy“Make the most of your summer adventures with the #1 hiking app at your side.”Why it worksSame #1 hiking app line with summer adventures added; a seasonal variant, 261 days live.
10 more Meta ads are locked
Unlock freeAds from the Meta Ad Library via AppKittie, snapshot Oct 16, 2026. Store data from the App Store.
Static Ads That Run Ten Months, Annual Plans Only
AllTrails is a trail discovery and navigation app from AllTrails, Inc., covering over 500,000 outdoor trails with user reviews, turn-by-turn GPS and activity recording for hikers, bikers and runners. As of Oct 2026 it makes an estimated $6M a month from 805K downloads, 100.0x the Health & Fitness median revenue of $60K on 40.2x the median downloads. 0 of the 13 top Meta ads are video, 12 are static images, and the longest has run 310 days while every one links to the web.
Key takeaways
- 166 active Meta ads, 5.9x the Health & Fitness median of 28, plus 4,784 Apple Search Ads creatives. The longest runner is 310 days old and the median of the top 13 is 210 days.
- Zero video. Twelve of the 13 top ads are images, 9 distinct copy lines cover them, 13 of 13 link to the web, and the most repeated line, save time, be prepared, and never miss a turn with AllTrails Plus, appears 3 times.
- Only 2 prices across 10 in-app purchases, both annual: AllTrails Plus at $35.99 and AllTrails Peak at $79.99, a 2.2x spread. No weekly or monthly plan is listed, and revenue per download is $7.45.
- #1 in Health & Fitness in the United Kingdom, #4 in Denmark, #6 in Canada, #8 in the Netherlands and #9 in Australia. Lifetime Meta spend of $541K went 70.8% to the United States and 25.1% to the United Kingdom.
- The latest 200 reviews average 4.66 stars with 173 five-star. Only 21 (10.5%) mention price, trial or subscription, and just 5 of those are negative.
Full teardown
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Where AllTrails spends on Meta
Audience and spend estimates built on Meta Ad Library data (reported for ads shown in the EU, with other countries modeled), lifetime of the ads found. The biggest audience is 25-34, taking 23.2% of spend.
Est. spend
$541K
Reach
30.6M
Avg. CPM
$17.70
Ads delivered
406
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 18.0M | $382,710 | 70.8% |
| United Kingdom | 10.2M | $135,684 | 25.1% |
| France | 2.3M | $22,448 | 4.15% |
Rows marked est. are modeled by AppKittie from Ad Library coverage, not reported by Meta.
What AllTrails does differently
Images only, ten months live
0 of 13
top ads are video; 12 are images
Two prices, both annual
2.2x
spread between the $35.99 and $79.99 plans
Top of the chart in the UK
#1
Health & Fitness rank in the United Kingdom
The measurement gap
13 of 13
top ads link to the web, not a store
1. Images only, ten months live
AllTrails runs 166 active Meta ads and not one of the 13 longest running is a video. Twelve are static images, the longest has been live 310 days and the median is 210. The copy does the selling in a line: save time, be prepared, and never miss a turn with AllTrails Plus (3 of 13), the #1 hiking app at your side, trusted by 90 million trail-goers, over 500,000 trails to choose from. Two ads are in French. All 13 link to the web rather than a store page, so the ads land on a page AllTrails controls before the install. Image ads are cheap to make and easy to swap seasonally, as the summer and winter variants show. AllTrails keeps one benefit per image, a web landing page and long runners left up.
2. Two prices, both annual
The AllTrails ladder is as short as a ladder gets: 10 in-app purchases but only 2 prices, AllTrails Plus at $35.99 a year and AllTrails Peak at $79.99 a year, a 2.2x spread. There is no monthly or weekly option on the US App Store, so the only decision is which annual tier. The entry price sits under the Health & Fitness median annual of $49.99, which lowers the barrier for a once-a-season hiker, while Peak captures the heavy user. Annual-only billing fits an outdoor habit that is seasonal: a monthly plan would be cancelled every winter, an annual plan quietly covers the gap. The outcome is $7.45 of estimated revenue per download and revenue at 100.0x the category median of $60K. For AllTrails, dropping monthly removes the winter cancellation point entirely.
3. Top of the chart in the UK
AllTrails is an American app whose strongest chart position is abroad: #1 in Health & Fitness in the United Kingdom, then #4 in Denmark, #6 in Canada, #8 in the Netherlands and #9 in Australia. Meta Ad Library spend estimates show the UK is bought, not just inherited: of $541K lifetime spend, 25.1% went to the United Kingdom, against a modeled 70.8% to the United States and 4.15% to France. Two of the 13 top ads are written in French, one claiming Plus members spend three times longer outdoors. The audience skews older than most fitness apps, with 45-54 taking 21.1% of spend and 35-44 taking 20.6%, and 57.8% of spend goes to men. For AllTrails, the UK is where paid spend and the best chart rank line up.
4. The measurement gap
AllTrails sends all 13 top ads to its own web pages before the install, runs 4,784 Apple Search Ads creatives alongside 166 Meta ads, and sells only two annual plans at $35.99 and $79.99. Which image, which country and which landing page turns a click into a Plus or Peak subscriber, instead of a hiker who looks up one trail and leaves?
How much does AllTrails cost?
10 in-app purchases, 2 distinct prices, annual plans from $35.99 to $79.99. Prices as listed on the US App Store, Oct 16, 2026.
| Annual | $35.99 · $79.99 |
|---|
AllTrails vs the Health & Fitness median
| AllTrails | Median | |
|---|---|---|
| Est. monthly revenue | $6M | $60K |
| Downloads / month | 805K | 20K |
| Meta ads running | 166 | 28 |
| Rating | 4.9 | 4.7 |
| Lowest annual price | $35.99 | $49.99 |
Median of 147 Health & Fitness apps with active Meta ads in our set. See the Health & Fitness hub ›
What AllTrails users say about paying
Of the latest 200 reviews, 21 (10.5%) mention price, trial or subscription and only 5 are negative; the sample averages 4.66 stars with 173 five-star, and most paying mentions are neutral or appreciative.
Latest 200 US reviews, Oct 3, 2026 to Oct 16, 2026
Mention price, trial or subscription
10%21 of 200 reviews, 5 of them 1 or 2 stars
I’ve used the app to plan and track hikes in NJ & it generally works well. When on a hiking trip to Glacier National Park. Since there is VERY limited GPS cover…
All trails is fine if you’re looking for a single trail. It doesn’t merge two trails if you want to do a longer track. I don’t like the app and it is relatively…
How to measure a playbook like AllTrails's
AllTrails splits its paid effort between 166 Meta ads that all land on the web and 4,784 Apple Search Ads creatives, with 25.1% of spend in the United Kingdom, so tracing each annual subscriber to its source matters.
- 01
Connect Meta and see cost next to results
Spend, installs and in-app events land in one report by campaign, so channels get compared on the same numbers.
- 02
Send trial and purchase events back to Meta
Core sends mobile postbacks to Meta and three other channels, so the algorithm can optimize for payers instead of cheap installs. Growth adds more channels.
- 03
Connect RevenueCat for revenue by campaign
Subscription revenue joins the install data, so each campaign shows return on ad spend, not only cost per install.
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How we built this teardown
- Revenue and downloads are third-party estimates from AppKittie, snapshot Oct 16, 2026. Store intelligence estimates for a single app can be off by 30% or more. Treat them as a range, not a figure from the developer. Daily revenue and download series cover 304 days ending Oct 18, 2026.
- Ads come from the public Meta Ad Library. "Days live" counts days since an ad first appeared. Spend and audience breakdowns start from Meta's EU transparency figures; country splits outside the EU are AppKittie models.
- Prices, ratings and ranks come from the App Store (US storefront) on the same date. Prices differ by country and by paywall offer. Review stats use the latest 200 US reviews from Apple's public review feed.
- Category medians are computed across 147 Health & Fitness apps with active Meta ads in our set of 860 subscription apps.
- Written by Hyunjong Choi. Ads, prices and estimates are refreshed every 30 to 90 days. Updated Oct 19, 2026.
Top Health & Fitness apps by estimated revenue
All 25 ›| # | App | Est. revenue / mo | Ads live |
|---|---|---|---|
| 1 |  StravaStrava Inc. | $15M | 330 |
| 2 | AllTrailsAllTrails, Inc. | $6M | 166 |
| 3 |  RunnaStrava Inc. | $4M | 1,100 |
| 4 |  CalmCalm.com, Inc. | $3M | 659 |
| 5 |  Cal AIViral Development LLC | $2M | 823 |
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WiseMealFrequently asked questions about AllTrails
How much does AllTrails make?
An estimated $6M a month as of Oct 2026, up 0.3% versus the previous period and 100.0x the Health & Fitness category median of $60K. These are AppKittie estimates, not figures reported by AllTrails, Inc.
How much does AllTrails cost?
AllTrails lists 10 in-app purchases at 2 prices on the US App Store, both annual: AllTrails Plus at $35.99 a year and AllTrails Peak at $79.99 a year. No monthly plan is listed.
How many ads does AllTrails run?
166 active Meta ads out of 403 found, 5.9x the Health & Fitness median of 28, plus 4,784 Apple Search Ads creatives. The 13 top ads are all images, with no video, and all link to the web.
How fast is AllTrails growing?
The trend series is mixed. Over 304 days estimated downloads changed -36.5%, from 788K to 500K a month, and estimated revenue changed -15.4%, from $5.9M to $5.0M, though both peaked on Oct 14, 2026.
Where is AllTrails most popular?
Its best Health & Fitness ranks are #1 in the United Kingdom, #4 in Denmark, #6 in Canada, #8 in the Netherlands and #9 in Australia. Meta spend is 70.8% United States and 25.1% United Kingdom.
Who makes AllTrails?
AllTrails, Inc. develops AllTrails. The app launched on Dec 17, 2010, making it 190 months old, and was last updated on Oct 13, 2026.
Who does AllTrails advertise to?
Mostly men, 57.8% of Meta spend, and a spread of ages: 25-34 takes 23.2%, 45-54 takes 21.1% and 35-44 takes 20.6%. Meta Ad Library spend estimates come to $541K lifetime.
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Go-to-market, Airbridge Core
Works on go-to-market for Airbridge Core, the self-serve attribution plan for subscription apps. Writes these teardowns from public App Store data, the Meta Ad Library and AppKittie estimates.
About Airbridge
Airbridge is a mobile measurement partner for Meta, Google, TikTok and Apple Ads, with native RevenueCat, Superwall and Adapty integrations. Subscription teams like NOICE cut measurement setup time by 75% after switching.