Lively Revenue & Ads
A cycle tracker for women who want daily nutrition, exercise and self-care tips matched to each of four cycle phases.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202614 min readPricing play
Est. monthly revenue
$655K
↑ 5.7% vs prev. period
Downloads / month
109K
↑ 5.3% vs prev. period
Rating
4.8
54.0K ratings · #13 in Austria
Meta ads running
21
48 found · median 28
Lively revenue and downloads trend
Est. monthly revenue
$659K ↑ 36.6% in 90 days
Dec 21, 2025: $219KOct 18, 2026
Monthly downloads
109K ↑ 13.3% in 90 days
Dec 21, 2025: 44KOct 18, 2026
Daily third-party estimates, 302 days ending Oct 18, 2026. Revenue changed +201% and downloads +150% over the period. Meta ads live went from 33 to 21 between Aug 25, 2026 and Oct 18, 2026.
Lively Meta ads: 21 active, longest running 199 days
Top 13 by days live out of 48 found (3 video and 8 image creatives). Tap any one to open the original in the Meta Ad Library.
#1199 days liveApp StoreAd copy“Lively Pregnancy app is your gentle companion through every trimester. Track your baby’s growth, understand the changes in your body, and receive personalized tips on nutrition, movement, and mindfulness.Made by women, for women, Lively Pregnancy is your daily check-in, your soothing guide, your empowering coach. Whether it’s your first or your fifth, every pregnancy deserves to feel supported.”Why it worksLively Pregnancy app as a gentle companion through every trimester, track growth and body changes; video, 199 days, App Store.
#2180 days liveApp StoreAd copy“Pregnant? Lively gently guides you every day of your journey. From the first positive test to your baby’s first kick. Track baby’s growth, your changing body, and get calming, hormone-aware tips made just for you. Lively is trusted by 2M+ women ⭐ for one reason: it’s made with care.”Why it worksPregnant? Lively gently guides you from the first positive test to the first kick, hormone-aware tips; image, 180 days.
#3180 days liveApp StoreAd copy“Lively Pregnancy app is your gentle companion through every trimester. Track your baby’s growth, understand the changes in your body, and receive personalized tips on nutrition, movement, and mindfulness.Made by women, for women, Lively Pregnancy is your daily check-in, your soothing guide, your empowering coach. Whether it’s your first or your fifth, every pregnancy deserves to feel supported.”Why it worksSame trimester companion line on a second video, 180 days live, App Store link; the pitch is pregnancy, not periods.
10 more Meta ads are locked
Unlock freeAds from the Meta Ad Library as of Oct 16, 2026. Store data from the App Store.
Seven Annual Prices and Pregnancy Ads for a Period Tracker
Lively - Period Tracker, Cycle is a cycle tracking app from Lively Cycle, LLC that gives daily nutrition, exercise and self-care tips for each of the four cycle phases. As of Oct 2026 it makes an estimated $655K a month on 109K downloads, 10.9x the Health & Fitness median of $60K. Lively lists 10 in-app purchases at 9 prices, 7 of them annual, from $14.99 to $49.99, behind a $4.99 month and a $2.99 week, with the cheapest year at 25% of 12 monthly payments.
Key takeaways
- 21 active Meta ads, 0.8x the Health & Fitness median of 28, out of 48 found, plus 688 Apple Search Ads creatives. 8 of the 13 top creatives are images, 3 are video, all 13 link to the App Store and the oldest has run 199 days.
- Every one of the 13 top ads sells pregnancy, not period tracking: Lively Pregnancy app is your gentle companion through every trimester, Pregnant? Lively gently guides you, Created by women, reviewed by experts, trusted by 2M+. 4 distinct lines, 2 ads with only a store URL as copy.
- 9 prices: $2.99 weekly, $4.99 monthly, and annual at $14.99, $18.99, $19.99, $24.99, $29.99, $39.99 and $49.99, a 3.3x annual spread. The cheapest annual is 25% of 12 months at the monthly rate.
- Over 302 days estimated revenue rose 201.0% from $219K to $659K and downloads rose 149.8% from 44K to 109K, both peaking on Oct 18, 2026. Revenue per download is $6.01.
- The latest 200 reviews average 3.48 with 102 five-star and 53 one-star. 76 of them (38.0%) mention price, trial or subscription and 53 are negative, mostly about a paywall that appears only after the onboarding questions.
Full teardown
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Where Lively 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 59.2% of spend.
Est. spend
$702.99
Reach
61.7K
Avg. CPM
$11.40
Ads delivered
48
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 19.3K | $409.53 | 58.3% |
| United Kingdom | 4.1K | $54.22 | 7.71% |
| Hungary | 3.5K | $15.61 | 2.22% |
| Portugal | 3.4K | $20.79 | 2.96% |
| Romania | 3.2K | $12.28 | 1.75% |
Rows marked est. are modeled from Ad Library coverage, not reported by Meta.
What Lively does differently
Seven prices for one year
25%
cheapest annual versus 12 months at monthly rate
A period tracker that advertises pregnancy
13 of 13
top ads sell pregnancy tracking, not cycles
Revenue tripled in 302 days
201.0%
estimated revenue growth over 302 days
The measurement gap
7
annual prices behind one Premium membership
1. Seven prices for one year
Lively's ladder is almost entirely annual. Of 10 in-app purchases at 9 prices, 7 are yearly plans: $14.99, $18.99, $19.99, $24.99, $29.99, $39.99 and $49.99, a 3.3x spread. Beneath them sit a $4.99 month and a $2.99 week, and the cheapest year is 25% of 12 months at $4.99. The product names are generic, Annual Membership, Premium membership (Annual), premium (Annual), so the 7 prices are not 7 tiers; they are 7 tests or regional variants of one year. Revenue per download is $6.01 on 109K installs, 10.9x the category median revenue from 5.5x the median downloads. Reviews show where it hurts: the price appears only after the setup questions. The dense annual ladder would read more clearly if Lively showed the price before asking the questions.
2. A period tracker that advertises pregnancy
Lively is listed as a period tracker, yet every one of its 13 top Meta ads is about pregnancy. Lively Pregnancy app is your gentle companion through every trimester on 3 of them, Pregnant? Lively gently guides you every day on 5, and Created by women, reviewed by experts, trusted by millions, on 3 more. 8 of 13 are images, 3 are video, and all 13 link to the App Store. The ad count is modest, 21 active, 0.8x the Health & Fitness median of 28, so this is a targeted move: pregnancy is the moment a cycle-tracking user's intent is highest and her willingness to pay for a year peaks. The ads sell a high-intent moment in the same user's life, not the product's default description.
3. Revenue tripled in 302 days
The trend window runs 302 days, Dec 21, 2025 to Oct 18, 2026. Estimated monthly revenue went from $219K to $659K, 201.0%, with 36.6% growth over the latest 90 days and 5.6% over the latest 30. Downloads went from 44K to 109K, 149.8%, with 13.3% over 90 days and 5.3% over 30. Revenue growing faster than installs means the paywall is converting better over time, which fits a ladder with 7 annual prices being tuned. Paid media did not drive it: active Meta ads went from 33 to 21 across 37 days of tracking, -36.4%, while 688 Apple Search Ads creatives and ranks of #13 in Austria, #15 in Denmark and #19 in Germany carried discovery. For a smaller app: when revenue outruns installs with ads shrinking, the paywall is the engine, so keep testing it.
4. The measurement gap
Lively sells one year at 7 prices from $14.99 to $49.99, advertises pregnancy to period-tracking users, and buys discovery through 688 Apple Search Ads creatives rather than its 21 Meta ads. An install tells you nothing about which price the user saw after the onboarding questions. The question is which keyword, which pregnancy ad and which annual price produce members who renew, when 38.0% of recent reviews are about the paywall.
How much does Lively cost?
10 in-app purchases, 9 distinct prices, annual plans from $14.99 to $49.99. Prices as listed on the US App Store, Oct 16, 2026.
| Weekly | $2.99 |
|---|---|
| Monthly | $4.99 |
| Annual | $14.99 · $18.99 · $19.99 · $24.99 · $29.99 · $39.99 · $49.99 |
Lively vs the Health & Fitness median
| Lively | Median | |
|---|---|---|
| Est. monthly revenue | $655K | $60K |
| Downloads / month | 109K | 20K |
| Meta ads running | 21 | 28 |
| Rating | 4.8 | 4.7 |
| Lowest annual price | $14.99 | $49.99 |
Median of 147 Health & Fitness apps with active Meta ads in our set. See the Health & Fitness hub ›
What Lively users say about paying
Of the latest 200 reviews, 76 (38.0%) mention price, trial or subscription and 53 of those are negative, mostly about a paywall revealed only after the onboarding questions and a 7-day trial that gates all tracking. The sample averages 3.48.
Latest 200 US reviews, Mar 5, 2026 to Oct 16, 2026
Mention price, trial or subscription
38%76 of 200 reviews, 53 of them 1 or 2 stars
Didn’t know I needed to pay for this. Nothing about a subscription was mentioned until I completed the introductory questions. I’m good, no thanks.
I wanted to try this app but it’s a paywall that stops me and I’m trying to find the x button because I don’t want to pay
How to measure a playbook like Lively's
With 21 active Meta ads all selling pregnancy, 688 Apple Search Ads creatives and 7 annual price points from $14.99, Lively's growth only reads clearly when each keyword and price variant is tied to a renewing member.
- 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 302 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 |
| 23 | LivelyLively Cycle, LLC | $655K | 21 |
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NapperFrequently asked questions about Lively
How much does Lively make?
An estimated $655K a month as of Oct 2026, 10.9x the Health & Fitness median of $60K, with revenue up 5.7% versus the previous period. These are third-party estimates, not figures reported by Lively Cycle, LLC.
How much does Lively cost?
Lively is a subscription with 10 in-app purchases at 9 prices on the US App Store: $2.99 a week, $4.99 a month, and annual membership at $14.99, $18.99, $19.99, $24.99, $29.99, $39.99 or $49.99. Reviews describe a 7-day free trial before any tracking is possible.
How many ads does Lively run?
21 active Meta ads as of Oct 2026, out of 48 found, 0.8x the Health & Fitness median of 28, plus 688 Apple Search Ads creatives. 8 of the 13 top ads are images, all sell pregnancy tracking, and the longest has run 199 days.
How fast is Lively growing?
Over the 302-day trend window estimated revenue rose 201.0% from $219K to $659K and downloads rose 149.8% from 44K to 109K, both peaking on Oct 18, 2026. Versus the previous period revenue is up 5.7% and downloads 5.3%.
Where is Lively most popular?
Its highest Health & Fitness category ranks are #13 in Austria, #15 in Denmark, #18 in Ireland, #19 in Germany and #22 in Belgium. The small estimated Meta spend goes 58.3% to the United States.
What do Lively ads say?
All 13 top Meta ads are about pregnancy, not periods: a gentle companion through every trimester, guidance from the first positive test to the first kick, and a claim of being trusted by 2M+ women. 4 distinct lines, all linking to the App Store.
Who makes Lively?
Lively Cycle, LLC develops the app. It launched on the App Store on Jun 13, 2023, is 40 months old and was last updated on Oct 1, 2026, with a 4.8 rating from 54.0K 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.