Natural Cycles Revenue & Ads
A fertility and birth control app that uses body temperature to predict ovulation, with modes for pregnancy and perimenopause.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202613 min readPaid scale
Est. monthly revenue
$702K
↓ 0.1% vs prev. period
Downloads / month
60K
↓ 33.4% vs prev. period
Rating
4.8
30.2K ratings · #69 in Denmark
Meta ads running
399
646 found · median 28
Natural Cycles revenue and downloads trend
Est. monthly revenue
$702K ↑ 0.6% in 90 days
Dec 7, 2025: $650KOct 18, 2026
Monthly downloads
60K ↑ 0.6% in 90 days
Dec 7, 2025: 56KOct 18, 2026
Daily third-party estimates, 314 days ending Oct 18, 2026. Revenue changed +8% and downloads +8% over the period. Meta ads live went from 550 to 399 between Aug 24, 2026 and Oct 18, 2026.
Natural Cycles Meta ads: 399 active, longest running 259 days
Top 12 by days live out of 646 found (2 video and 10 image creatives). Tap any one to open the original in the Meta Ad Library.
#1259 days liveAd copy“"Getting off hormonal birth control changed my life for the better. I have significantly less anxiety & depression, my mental fog lifted, and I've learned so much about my body. I feel all around so much better. Thank you NC° for making it easy." -Ashli Gain clarity and take control of your fertility with Natural Cycles today! signup.naturalcycles.com”Why it worksTestimonial about leaving hormonal birth control, then Gain clarity, image with no store link; 259 days.
#2259 days liveAd copy“One app, three ways to measure Natural Cycles has been clinically validated for use with all three measuring devices, so focus on finding the best fit for your routine and preferences Want to learn more? Follow the link in our bio signup.naturalcycles.com”Why it worksOne app, three ways to measure, citing clinical validation across devices; image, 259 days live.
#3258 days liveWeb linkAd copy“"Getting off hormonal birth control changed my life for the better. I have significantly less anxiety & depression, my mental fog lifted, and I've learned so much about my body. I feel all around so much better. Thank you NC° for making it easy." -Ashli Gain clarity and take control of your fertility with Natural Cycles today!”Why it worksSame leaving hormonal birth control testimonial on an image to the web; 258 days live.
9 more Meta ads are locked
Unlock freeAds from the Meta Ad Library as of Oct 16, 2026. Store data from the App Store.
Testimonial Ads to Women 25 to 34 and a Single Annual
Natural Cycles is a temperature based fertility and birth control app from NaturalCycles Nordic AB, with modes for contraception, planning a pregnancy and perimenopause. As of Oct 2026 it makes an estimated $702K a month from an estimated 60K downloads, 11.7x the Health & Fitness median revenue. 5 of the 12 top Meta ads lead with one long customer testimonial about leaving hormonal birth control, and the oldest has run 259 days.
Key takeaways
- 399 active Meta ads out of 646 found, 14.2x the Health & Fitness median of 28, plus 51 Apple Search Ads creatives. 10 of the 12 top ads are images and 2 are video.
- 6 copy lines cover the top ads, led by a first person testimonial on 5 of them. 11 of 12 have no store link and send people to a signup page in the copy.
- Pricing is two plans only: $21.99 a month or $149.99 a year. The annual is 57% of 12 monthly payments.
- Estimated lifetime Meta spend is $118K, reaching 8.2M people. Women get 96.8%, and ages 25-34 take 50.7%.
- Revenue per download is $11.7, while downloads fell -33.4% versus the previous period and revenue held near flat.
Full teardown
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Where Natural Cycles 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 50.7% of spend.
Est. spend
$118K
Reach
8.2M
Avg. CPM
$14.28
Ads delivered
646
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| United States est. | 3.5M | $74,938 | 63.7% |
| United Kingdom | 1.4M | $18,228 | 15.5% |
| Germany | 820.1K | $8,808 | 7.49% |
| Italy | 451.2K | $3,212 | 2.73% |
| Romania | 422.6K | $1,644 | 1.40% |
Rows marked est. are modeled from Ad Library coverage, not reported by Meta.
What Natural Cycles does differently
Let a customer do the talking
5 of 12
top ads lead with one customer testimonial
A signup page, not a store
11 of 12
top ads carry no store link
Women 25 to 34, US first
96.8%
of $118K estimated Meta spend aimed at women
The measurement gap
-33.4%
downloads change versus the previous period
1. Let a customer do the talking
Five of the 12 top Meta ads open with the same quote: getting off hormonal birth control changed my life for the better, less anxiety, the mental fog lifted. Only then does the brand speak, with Gain clarity and take control of your fertility. Other lines include One app, three ways to measure, about clinical validation across three devices, and a #1 birth control and fertility app claim. Ten are images and 2 are video, and most have run 255 to 259 days. For a medical product, a real experience may lower the fear barrier faster than a feature list. Natural Cycles leads with one user quote about the outcome, then adds one proof point.
2. A signup page, not a store
Eleven of the 12 top ads have no store destination, and the copy points to signup.naturalcycles.com instead. The remaining one links to the web. Active ads fell from 550 to 399 in 38 days, a -27.5% change, after a peak of 590 on Sep 7. Sending people to a web signup lets Natural Cycles qualify them, explain the measuring device and sell the plan before an install. The price ladder is short, $21.99 a month or $149.99 a year, so the funnel has one job: sell the annual. Revenue per download is $11.7, high for the category. A small health app with a considered purchase should test a web signup page that answers medical questions before the store page does.
3. Women 25 to 34, US first
Women receive 96.8% of Natural Cycles' $118K estimated lifetime Meta spend. Half of it, 50.7%, goes to ages 25-34, then 23.7% to 18-24 and 23.4% to 35-44. The United States takes a modeled 63.7%, the United Kingdom 15.5%, Germany 7.49% and Italy 2.73%. Those are the years when people choose between hormonal contraception and planning a pregnancy, and the testimonial copy talks to exactly that choice. Store ranks are weak, #69 in Denmark and #87 in Sweden, so the data does not show the category chart doing much of the work. At 154 months old, the app has had years to learn this. A younger health app can start where Natural Cycles landed: one life stage, one gender, one decision the product helps with.
4. The measurement gap
Natural Cycles sends 11 of its 12 top ads to a signup page instead of a store, sells only $21.99 monthly and $149.99 annual plans, and aims 96.8% of estimated Meta spend at women. Downloads fell -33.4% while revenue held. The question is which testimonial and which web signup bring women who buy the annual and stay, not only installs.
How much does Natural Cycles cost?
2 in-app purchases, 2 distinct prices. Prices as listed on the US App Store, Oct 16, 2026.
| Monthly | $21.99 |
|---|---|
| Annual | $149.99 |
Natural Cycles vs the Health & Fitness median
| Natural Cycles | Median | |
|---|---|---|
| Est. monthly revenue | $702K | $60K |
| Downloads / month | 60K | 20K |
| Meta ads running | 399 | 28 |
| Rating | 4.8 | 4.7 |
| Lowest annual price | $149.99 | $49.99 |
Median of 147 Health & Fitness apps with active Meta ads in our set. See the Health & Fitness hub ›
What Natural Cycles users say about paying
Latest 200 US reviews, Mar 7, 2026 to Oct 16, 2026
Mention price, trial or subscription
38%76 of 200 reviews, 59 of them 1 or 2 stars
UPDATE: The app now relies heavily on ovulation tests to “predict” ovulation. Logging ovulation tests changes green and red days. This is extremely problematic …
This app used to be great and when I found it I was so excited. Unfortunately the price increases are absolutely insane I started at $90 a year and now it’s $16…
How to measure a playbook like Natural Cycles's
Natural Cycles sends 11 of its 12 top Meta ads to a web signup rather than a store, so measurement has to connect the signup page to the app and to the $149.99 annual.
- 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.
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 314 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 |
| 19 | Natural CyclesNaturalCycles Nordic AB | $702K | 399 |
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How much does Natural Cycles make?
An estimated $702K a month as of Oct 2026, a -0.1% change versus the previous period and 11.7x the Health & Fitness median of $60K. These are third-party estimates, not figures reported by NaturalCycles Nordic AB.
How much does Natural Cycles cost?
Two plans are listed on the US App Store: $21.99 a month and $149.99 a year. The annual is 57% of 12 monthly payments.
How many ads does Natural Cycles run?
399 active Meta ads out of 646 found, 14.2x the Health & Fitness median of 28, plus 51 Apple Search Ads creatives.
How fast is Natural Cycles growing?
Slowly. Over 314 days to Oct 18, 2026, estimated revenue rose from $650K to $702K, an 8.0% change, and downloads rose 8.0%.
Where is Natural Cycles most popular?
Its best App Store ranks are #69 in Denmark and #87 in Sweden. Estimated Meta spend goes 63.7% to the United States.
Who makes Natural Cycles?
NaturalCycles Nordic AB develops the app. It launched on Dec 17, 2013, making it 154 months old, and was last updated on Oct 15, 2026.
Who does Natural Cycles target with ads?
Estimated Meta spend goes 96.8% to women, with 50.7% at ages 25-34, 23.7% at 18-24 and 23.4% at 35-44.
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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.