I am Revenue & Ads
A daily affirmations app for people who want short positive prompts and reminders to reframe negative thoughts.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202611 min readPricing play
Est. monthly revenue
$702K
↓ 0.7% vs prev. period
Downloads / month
100K
↓ 50.4% vs prev. period
Rating
4.8
735.3K ratings · #19 in Italy
Meta ads running
558
919 found · median 28
I am revenue and downloads trend
Est. monthly revenue
$702K ↑ 0.6% in 90 days
Dec 23, 2025: $667KOct 18, 2026
Monthly downloads
100K ↓ 49.7% in 90 days
Dec 23, 2025: 190KOct 18, 2026
Daily third-party estimates, 299 days ending Oct 18, 2026. Revenue changed +5% and downloads -47% over the period. Meta ads live went from 0 to 509 between Aug 25, 2026 and Oct 18, 2026.
I am Meta ads: 558 active, longest running 296 days
Top 13 by days live out of 919 found (13 video and 0 image creatives). Tap any one to open the original in the Meta Ad Library.
#1296 days liveApp StoreAd copy“Você vai amar este app!”Why it worksVocê vai amar este app, you will love this app, in Portuguese; video, 296 days live, App Store link.
#2296 days liveApp StoreAd copy“Você vai amar este app!”Why it worksSame five words on a second clip, also 296 days live and also pointed at the App Store.
#3296 days liveApp StoreAd copy“Você vai amar este app!”Why it worksThird video on the identical caption, 296 days; five creatives share this exact run length.
10 more Meta ads are locked
Unlock freeAds from the Meta Ad Library as of Oct 16, 2026. Store data from the App Store.
One Portuguese Line in 558 Ads and a Ten Percent Year
I am - Daily Affirmations is an affirmations app from Monkey Taps that sends short positive prompts on a schedule and lets users pick themes and intentions. As of Oct 2026 it makes an estimated $702K a month on 100K downloads, 11.7x the Health & Fitness median of $60K. 10 in-app purchases at 7 prices make up the ladder, and the cheapest annual, $11.99, is just 10% of 12 months at the cheapest monthly rate, while a lifetime plan sits at $149.99.
Key takeaways
- 558 active Meta ads, 19.9x the Health & Fitness median of 28, out of 919 found and 0 Apple Search Ads creatives. All 13 top creatives are video, link to the App Store, and the top 5 have each run 296 days.
- 1 distinct copy line in the top 13: Você vai amar este app!, Portuguese for you will love this app, on every single one. The median top ad has run 294 days.
- 7 prices across 10 in-app purchases: monthly at $9.99 and $14.99, annual at $11.99, $47.99, $59.99 and $69.99, a 5.8x spread, and a $149.99 lifetime plan.
- Estimated lifetime Meta spend is $117K reaching 7.7M people. 91.6% targets women and 53.1% the 25 to 34 group; a modeled 67.8% of spend goes to the United States.
- Downloads are -50.4% versus the previous period while revenue is -0.7%. Over 299 days of trend data downloads moved -47.3% from 190K to 100K while estimated revenue rose 5.3% from $667K to $702K.
Full teardown
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Where I am 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 53.1% of spend.
Est. spend
$117K
Reach
7.7M
Avg. CPM
$15.24
Ads delivered
954
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 3.7M | $79,244 | 67.8% |
| France | 977.3K | $9,529 | 8.15% |
| Italy | 883.7K | $6,292 | 5.38% |
| United Kingdom | 707.0K | $9,368 | 8.01% |
| Spain | 614.9K | $4,692 | 4.01% |
Rows marked est. are modeled from Ad Library coverage, not reported by Meta.
What I am does differently
An annual priced like a month
10%
cheapest annual versus 12 months at monthly rate
Thirteen videos, five words
13 of 13
top ads share one Portuguese line, 296 days old
Ninety-two percent of spend on women
91.6%
of estimated Meta spend targets female users
The measurement gap
558
live ads on one line, 7 prices behind them
1. An annual priced like a month
I am lists 10 in-app purchases at 7 prices, all the same product, I am Premium, in different lengths. Monthly costs $9.99 or $14.99. Annual costs $11.99, $47.99, $59.99 or $69.99, a 5.8x spread, and a lifetime plan costs $149.99. The $11.99 year is the hook: 10% of what 12 monthly payments would cost, barely more than one month, the kind of offer shown once to a user who hesitated at the full-price paywall. The $69.99 year is the default. Revenue per download is $7.02 on 100K installs, and revenue has held at 11.7x the category median while downloads fell by half, which suggests the ladder converts a smaller audience harder. Reviews mention promotional offers in different years creating multiple accounts. For I am, the win-back year works, and the account logic behind it is what users trip over.
2. Thirteen videos, five words
Every one of I am's 13 top Meta ads says the same five words: Você vai amar este app!, you will love this app, in Portuguese. 558 ads are active, 19.9x the Health & Fitness median of 28, out of 919 found, with 0 Apple Search Ads creatives, so Meta is the whole paid channel. The top 5 have each run 296 days, the median is 294, and all 13 are video linking to the App Store. Brazil is the target of the copy, yet Meta Ad Library spend estimates put a modeled 67.8% of spend in the United States, with France at 8.15% and the United Kingdom at 8.01%. I am runs one line that says little, hundreds of clips that show the product and a long leash on anything that works.
3. Ninety-two percent of spend on women
The audience data is unusually one-sided. Of $117K in estimated lifetime Meta spend, 91.6% went to women and 7.84% to men. By age, 53.1% went to 25 to 34, 23.6% to 35 to 44 and 17.2% to 18 to 24. Reach was 7.7M. That profile matches the product, short affirmations with themed backgrounds, and the ladder, where an $11.99 win-back year and a $149.99 lifetime plan assume a committed user. Store ranks sit in Europe, #19 in Italy, #23 in Austria, #26 in Germany, #28 in Australia and #29 in Spain, while 67.8% of spend goes to the United States, so paid and organic strength are in different places. The latest 200 reviews average 3.85 with 121 five-star, and 28.0% mention price. For I am, the targeting says plainly who the product is for.
4. The measurement gap
I am runs 558 Meta ads on a single Portuguese caption and sells Premium at 7 prices from an $11.99 win-back year to a $149.99 lifetime plan. With downloads down by half and revenue flat, the install count is the wrong thing to watch. The question is which clip, which market (67.8% of spend is US, ranks are European) and which price variant produce subscribers who are still paying at renewal.
How much does I am cost?
10 in-app purchases, 7 distinct prices, annual plans from $11.99 to $69.99. Prices as listed on the US App Store, Oct 16, 2026.
| Monthly | $9.99 · $14.99 |
|---|---|
| Annual | $11.99 · $47.99 · $59.99 · $69.99 |
| Lifetime | $149.99 |
I am vs the Health & Fitness median
| I am | Median | |
|---|---|---|
| Est. monthly revenue | $702K | $60K |
| Downloads / month | 100K | 20K |
| Meta ads running | 558 | 28 |
| Rating | 4.8 | 4.7 |
| Lowest annual price | $11.99 | $49.99 |
Median of 147 Health & Fitness apps with active Meta ads in our set. See the Health & Fitness hub ›
What I am users say about paying
Of the latest 200 reviews, 56 (28.0%) mention price, trial or subscription and 38 of those are negative, including a forgotten trial that became a year and multiple accounts from promotional offers. The sample averages 3.85 with 121 five-star.
Latest 200 US reviews, Aug 8, 2026 to Oct 16, 2026
Mention price, trial or subscription
28%56 of 200 reviews, 38 of them 1 or 2 stars
It’s a very simple and straightforward app, and I do appreciate almost all of the affirmations. The free version is pretty acceptable. There’s only 3ish themes …
It seems I’ve had multiple accounts from accepting different promotional price offers on different calendar years. ive received support for this in the past but…
How to measure a playbook like I am's
With 558 active Meta ads on one Portuguese caption, 91.6% of spend aimed at women and annual prices from $11.99 to $69.99, I am's revenue depends on which clip and which paywall variant convert, not on the install.
- 01
Connect RevenueCat to see revenue by channel
Every purchase and renewal joins the install it came from, so each channel shows real revenue, not only installs.
- 02
Compare markets, not only campaigns
With several price points, the same campaign earns different revenue per country. Break revenue down by country and channel together.
- 03
An annual buyer and a monthly buyer look the same at install. Retention by channel shows which source keeps paying.
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How we built this teardown
- Revenue and downloads are third-party app intelligence estimates as of 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 299 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 modeled.
- 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 77 ›| # | 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 |
| 18 | I amMonkey Taps | $702K | 558 |
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LivelyFrequently asked questions about I am
How much does I am make?
An estimated $702K a month as of Oct 2026, 11.7x the Health & Fitness median of $60K, with revenue -0.7% versus the previous period. These are third-party estimates, not figures reported by Monkey Taps.
How much does I am cost?
I am Premium is a subscription with 10 in-app purchases at 7 prices on the US App Store: $9.99 or $14.99 a month, $11.99, $47.99, $59.99 or $69.99 a year, and a $149.99 lifetime plan.
How many ads does I am run?
558 active Meta ads as of Oct 2026, out of 919 found, 19.9x the Health & Fitness median of 28, and 0 Apple Search Ads creatives. All 13 top ads are video with one Portuguese caption, and the top 5 have each run 296 days.
How fast is I am growing?
Revenue is holding while installs fall. Downloads are -50.4% versus the previous period and -47.3% across the 299-day trend window, from 190K to 100K. Estimated revenue rose 5.3% in the same window, from $667K to $702K, peaking at $708K on Sep 30, 2026.
Where is I am most popular?
Its highest Health & Fitness category ranks are #19 in Italy, #23 in Austria, #26 in Germany, #28 in Australia and #29 in Spain. Meta spend, by contrast, goes 67.8% to the United States and the top ad copy is Portuguese.
Who does I am advertise to?
Women, almost exclusively: 91.6% of estimated lifetime Meta spend targets female users and 7.84% male, with 25 to 34 the largest age group at 53.1%. Spend is $117K reaching 7.7M people.
Who makes I am?
Monkey Taps develops the app. It launched on the App Store on May 13, 2014, is 149 months old and was last updated on Oct 6, 2026, with a 4.8 rating from 735.3K reviews.
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Hyunjong Choi LinkedIn
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 third-party 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.