Napper Revenue & Ads
A baby sleep tracker for parents who want nap predictions and feeding logs built from sleep research.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202612 min readPricing play
Est. monthly revenue
$700K
↑ 4.5% vs prev. period
Downloads / month
70K
↑ 4.5% vs prev. period
Rating
4.9
14.0K ratings · #23 in Norway
Meta ads running
210
283 found · median 28
Napper revenue and downloads trend
Est. monthly revenue
$700K ↑ 332.0% in 90 days
Dec 24, 2025: $162KApr 16, 2026
Monthly downloads
80K ↑ 332.0% in 90 days
Dec 24, 2025: 19KApr 16, 2026
Daily third-party estimates, 83 days ending Apr 16, 2026. Revenue changed +332% and downloads +332% over the period. Meta ads live went from 0 to 217 between Aug 26, 2026 and Oct 18, 2026.
Napper Meta ads: 210 active, longest running 381 days
Top 13 by days live out of 283 found (11 video and 2 image creatives). Tap any one to open the original in the Meta Ad Library.
#1381 days liveWeb linkAd copy“Hey mamas! Want to monetize your mom life, connect with like-minded moms & have a blast creating content? We've got you covered! Join our community today and start growing together!”Why it worksHey mamas, monetize your mom life and create content with us, a creator recruitment ad; image, 381 days, web link.
#2381 days liveWeb linkAd copy“Get paid to create engaging content, grow with our community & have fun while doing it.”Why it worksGet paid to create engaging content and grow with our community, the recruitment pitch as video; 381 days, web.
#3376 days liveWeb linkAd copy“Hey mamas! Want to monetize your mom life, connect with like-minded moms & have a blast creating content? We've got you covered! Join our community today and start growing together!”Why it worksSame Hey mamas recruitment copy on a second image, 376 days live, also pointed at the web.
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Eight Languages of Ads, Five Annual Prices, No US Spend
Napper: Baby Sleep Tracker is a parenting app from Napper AB that predicts a baby's next sleep window and logs naps and feeds against sleep research. As of Oct 2026 it makes an estimated $700K a month on 70K downloads, 11.7x the Health & Fitness median of $60K. Napper sells 10 in-app purchases at 8 prices across three product lines, with 5 annual prices from $49.99 to $129.99 and the cheapest year at 28% of 12 months at the monthly rate.
Key takeaways
- 210 active Meta ads, 7.5x the Health & Fitness median of 28, out of 283 found, plus 1,302 Apple Search Ads creatives. 11 of the 13 top creatives are video, 9 link to the App Store, 3 to the web and 1 to Google Play.
- 10 distinct copy lines in 13 ads. The 3 oldest, at 381 and 376 days, recruit mom creators, Hey mamas! Want to monetize your mom life, and link to the web; the other 10 say Join millions of parents in 8 languages.
- 8 prices: monthly at $14.99 and $19.99, a $29.99 quarterly, and annual at $49.99, $69.99, $89.99, $119.99 and $129.99, a 2.6x annual spread, across Napper Sleep, Napper Complete and Unlimited: Baby-Sleep Expert + lines.
- Meta Ad Library spend estimates put lifetime spend at $131K, reaching 12.7M people. France takes 19.6%, Germany 12.7%, Italy 10.2% and Spain 9.72%; the United States is absent from the top four. 76.2% targets women.
- In the 83-day trend window from Dec 24, 2025 to Apr 16, 2026, downloads rose 332.0% from 19K to 80K and estimated revenue rose 332.0% from $162K to $700K. Revenue per download is $10.0.
Full teardown
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Where Napper 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 53.2% of spend.
Est. spend
$131K
Reach
12.7M
Avg. CPM
$10.33
Ads delivered
294
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| France | 2.6M | $25,628 | 19.6% |
| Italy | 1.9M | $13,301 | 10.2% |
| Spain | 1.7M | $12,710 | 9.72% |
| Germany | 1.6M | $16,658 | 12.7% |
| United States est. | 1.3M | $27,287 | 20.9% |
Rows marked est. are modeled from Ad Library coverage, not reported by Meta.
What Napper does differently
Three product lines, five years
28%
cheapest annual versus 12 months at monthly rate
Recruiting creators from the ad account
381 days
oldest ads recruit mom creators, link to web
Europe first, the US not in the top four
19.6%
of estimated Meta spend in France, top market
The measurement gap
8
languages across 13 top ads, 5 annual prices behind them
1. Three product lines, five years
Napper does not sell one Premium. It sells three lines, Napper Sleep, Napper Complete and Unlimited: Baby-Sleep Expert +, listed as 10 in-app purchases at 8 prices. Monthly costs $14.99 or $19.99, a quarterly costs $29.99, and the annual plans run $49.99, $69.99, $89.99, $119.99 and $129.99, a 2.6x spread. The cheapest year is 28% of 12 months at $14.99, a firm push toward annual. The logic fits the customer: a newborn's sleep problem lasts months, so a quarterly captures the urgent parent and the annual captures the one planning for a second child. Revenue per download is $10.0 on 70K installs, 11.7x the category median revenue from 3.5x the median downloads. Tiers named by outcome, Sleep versus Complete, make the three-line ladder and the quarterly step easy to read for a tired parent.
2. Recruiting creators from the ad account
The 3 longest-running Napper ads are not about babies. Hey mamas! Want to monetize your mom life? and Get paid to create engaging content, live for 381, 381 and 376 days, 2 images and 1 video, all linking to the web. They are recruitment ads for a creator program, run from the same Meta account as the product ads. Below them, the other 10 top creatives say one thing in 8 languages, Spanish, Swedish, Portuguese, Norwegian, French, Italian, Danish and English, Join millions of parents finding baby sleep peace with Napper, with 9 of 13 linking to the App Store and 1 to Google Play. The pattern is a two-layer machine: recruit mothers to make content, then run localized brand ads alongside it. Napper keeps the recruitment ad cheap and evergreen, and translates one line per market instead of writing new ones.
3. Europe first, the US not in the top four
Napper's lifetime Meta spend is an estimated $131K, reaching 12.7M people, per Meta Ad Library spend estimates. France takes an estimated 19.6%, Germany 12.7%, Italy 10.2% and Spain 9.72%. The United States does not appear in the top four. Store ranks follow the company's Nordic home, #23 in Norway, #25 in Sweden, #30 in Denmark, then #38 in Austria and #44 in Germany, so the Nordics rank without being the top spend markets and the big European markets get the budget. The audience is 76.2% female and 53.2% aged 25 to 34. The map points to a home market held by the product and paid reach spread across the large neighboring markets, with one translated line doing the work.
4. The measurement gap
Napper runs 210 Meta ads in 8 languages, recruits creators from the same account, buys 1,302 Apple Search Ads creatives and sells three product lines at 5 annual prices. An install from a French brand ad and one from a Swedish creator look the same. The question is which language, which creator and which line, Sleep, Complete or Unlimited, produce parents who stay subscribed past the first sleep regression.
How much does Napper cost?
10 in-app purchases, 8 distinct prices, annual plans from $49.99 to $129.99. Prices as listed on the US App Store, Oct 16, 2026.
| Monthly | $14.99 · $19.99 |
|---|---|
| Quarterly | $29.99 |
| Annual | $49.99 · $69.99 · $89.99 · $119.99 · $129.99 |
Napper vs the Health & Fitness median
| Napper | Median | |
|---|---|---|
| Est. monthly revenue | $700K | $60K |
| Downloads / month | 70K | 20K |
| Meta ads running | 210 | 28 |
| Rating | 4.9 | 4.7 |
| Lowest annual price | $49.99 | $49.99 |
Median of 147 Health & Fitness apps with active Meta ads in our set. See the Health & Fitness hub ›
What Napper users say about paying
Of the latest 200 reviews, 47 (23.5%) mention price, trial or subscription and 23 of those are negative, including a paywall shown only after setup and editing frustrations during the trial. The sample averages 3.69 with 104 five-star.
Latest 200 US reviews, Jan 19, 2022 to Oct 11, 2026
Mention price, trial or subscription
24%47 of 200 reviews, 23 of them 1 or 2 stars
I am still in the trial period and I was hopeful it would be THE ONE for tracking my 3 week old’s sleep and nursing. Unfortunately, I really dislike the editing…
They have you put in information and get you ready to go before presenting the price. I’m super disappointed because it seems like an amazing app but they shoul…
How to measure a playbook like Napper's
With 210 active Meta ads in 8 languages, France at 19.6% of spend, creator recruitment running from the same account and 5 annual prices, Napper's growth is only legible when each language and creator is tied to a renewing parent.
- 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.
Measure this on your own app with Airbridge Core
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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 83 days ending Apr 16, 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 |
| 21 | NapperNapper AB | $700K | 210 |
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LivelyFrequently asked questions about Napper
How much does Napper make?
An estimated $700K a month as of Oct 2026, 11.7x the Health & Fitness median of $60K, with revenue up 4.5% versus the previous period. These are third-party estimates, not figures reported by Napper AB.
How much does Napper cost?
Napper is a subscription with 10 in-app purchases at 8 prices on the US App Store, across Napper Sleep, Napper Complete and Unlimited: Baby-Sleep Expert + lines: $14.99 or $19.99 a month, $29.99 a quarter, and $49.99, $69.99, $89.99, $119.99 or $129.99 a year.
How many ads does Napper run?
210 active Meta ads as of Oct 2026, out of 283 found, 7.5x the Health & Fitness median of 28, plus 1,302 Apple Search Ads creatives. 11 of the 13 top ads are video and the longest have run 381 days.
How fast is Napper growing?
Revenue and downloads are each up 4.5% versus the previous period. In the 83-day trend window from Dec 24, 2025 to Apr 16, 2026, downloads rose 332.0% from 19K to 80K and estimated revenue rose 332.0% from $162K to $700K.
Where is Napper most popular?
Its highest Health & Fitness category ranks are #23 in Norway, #25 in Sweden, #30 in Denmark, #38 in Austria and #44 in Germany. Meta spend goes mostly to France (19.6%), Germany (12.7%), Italy (10.2%) and Spain (9.72%).
Does Napper use influencers or creators?
Its 3 longest-running Meta ads, live 381 and 376 days, recruit mothers to a paid creator program, Hey mamas! Want to monetize your mom life, and link to the web. Third-party data found 0 organic creator videos in its sample.
Who makes Napper?
Napper AB develops the app. It launched on the App Store on Dec 22, 2019, is 82 months old and was last updated on Apr 13, 2026, with a 4.9 rating from 14.0K 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.