Stepler Revenue & Ads
A walking rewards app that turns daily steps into points and diamonds redeemable for products, discounts and offers.
Hyunjong Choi
Published Oct 19, 2026Updated Oct 19, 202610 min readPaid scale
Est. monthly revenue
$135K
↑ 416.9% vs prev. period
Downloads / month
30K
↑ 416.9% vs prev. period
Rating
4.4
32.1K ratings · #2 in Denmark
Meta ads running
304
184 found · median 28
Stepler revenue and downloads trend
Est. monthly revenue
$135K ↑ 41613.9% in 90 days
Dec 24, 2025: $323Apr 13, 2026
Monthly downloads
30K ↑ 41566.7% in 90 days
Dec 24, 2025: 72Apr 13, 2026
Daily estimates from AppKittie, 85 days ending Apr 13, 2026. Revenue changed +41614% and downloads +41567% over the period. Meta ads live went from 210 to 304 between Aug 26, 2026 and Oct 18, 2026.
Stepler Meta ads: 304 active, longest running 382 days
Top 13 by days live out of 184 found (6 video and 6 image creatives). Tap any one to open the original in the Meta Ad Library.
#1382 days liveApp StoreAd copy“itunes.apple.com/app/id1451006880”Why it worksImage ad with only the App Store link as copy, live 382 days, the longest runner.
#2339 days liveApp StoreAd copy“Stepler belönar dig för alla dina steg! Ladda ner appen idag och testa du också!”Why it worksSwedish video saying Stepler rewards every step and to download today, 339 days, App Store.
#3310 days liveApp StoreAd copy“Det är bara att ladda ner Stepler-appen och börja att gå - det är superenkelt! Appen räknar dina steg och omvandlar dem till poäng. Du kan använda poängen till fantastiskta erbjudanden och gratisprodukter!”Why it worksSwedish video explaining that the app counts steps and turns them into points, 310 days, App Store.
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.
Swedish Step Rewards, Ads Running Over a Year
Stepler: Walk & Earn is a step rewards app from Stepler AB that converts walking into points redeemable for products and discounts. As of Oct 2026 it makes an estimated $135K a month from 30K downloads, 2.2x the Health & Fitness median, up 416.9% on the previous period. 304 active Meta ads, 10.9x the category median, run almost all in Swedish, with the oldest top ad live for 382 days.
Key takeaways
- 304 active Meta ads against a Health & Fitness median of 28, plus 119 Apple Search Ads creatives. Active ads grew 44.8% over 36 days of tracking.
- The 13 top ads use 9 copy lines, nearly all Swedish, and split 7 to the App Store, 5 to Google Play and 1 to the web.
- Meta Ad Library spend estimates put lifetime spend at $77K, all of it in Sweden, reaching 7.8M people. 65.4% targets women.
- Stepler ranks #2 in Denmark and #7 in Sweden, with a 4.4 rating from 32.1K reviews after 83 months live.
- The only in-app purchase on the US App Store is Ad-Free at $9.99. Estimated revenue per download is $4.5.
Full teardown
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Where Stepler 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 28.0% of spend.
Est. spend
$77K
Reach
7.8M
Avg. CPM
$9.89
Ads delivered
184
Spend by age
Spend by gender
Top countries by reach
| Country | Reach | Spend | Share |
|---|---|---|---|
| Sweden | 7.8M | $77,145 | 100.0% |
Rows marked est. are modeled by AppKittie from Ad Library coverage, not reported by Meta.
What Stepler does differently
Hundreds of ads, one country
10.9x
active Meta ads versus the category median
The 382 day image
382 days
the longest running top ad
Rewards fund the business
$9.99
the only in-app purchase, an Ad-Free option
The measurement gap
7 of 13
top ads link to the App Store
1. Hundreds of ads, one country
304 active Meta ads is a lot for a walking app, 10.9x the Health & Fitness median of 28, and the count rose from 210 to 304 over 36 days. Meta Ad Library spend estimates put all $77K of lifetime spend in Sweden, reaching 7.8M people. Copy follows the same map: 9 distinct lines across the top 13, nearly all Swedish, about getting rewarded for every step, swapping points for real products and earning money and gift cards on walks. Two of the top ads have no copy at all beyond a store link. Stepler saturates its home market in Swedish before translating anything, and lets many small variations carry the volume.
2. The 382 day image
Rank 1 is an image ad whose only copy is the App Store link, and it has run 382 days. The median top 13 ad has run 234 days, so this is a slow moving library where winners stay on for months. The mix is balanced, 6 video and 6 image plus one with no media type, and links split 7 to the App Store, 5 to Google Play and 1 to the web. Older winners include a video saying Stepler rewards you for all your steps, 339 days, and two at 310 days explaining how points are earned. Stepler leaves a plain ad alone while it keeps running and spends new budget on variants beside it.
3. Rewards fund the business
Stepler lists a single in-app purchase on the US App Store, Ad-Free at $9.99, and it is not a subscription. Yet estimated revenue is $135K a month from 30K downloads, $4.5 per download and 2.2x the category median. The gap suggests most money comes from outside the store purchase, through the products, discounts and offers users redeem points for, which partners pay to place. That fits the Nordic footprint, #2 in Denmark and #7 in Sweden, where partner brands are local. Women take 65.4% of estimated Meta spend and ages 25 to 34 take 28.0%. Because the user's reward is the partner's ad, any market Stepler enters next needs local partners lined up first.
4. The measurement gap
Stepler runs 304 active Meta ads in Sweden, sending 7 of the top 13 to the App Store, 5 to Google Play and 1 to the web, while its store purchase is a $9.99 Ad-Free option. The question is which ads bring walkers who redeem partner offers, since the money comes from engagement, not from the install.
How much does Stepler cost?
1 in-app purchases, 1 distinct prices. Prices as listed on the US App Store, Oct 16, 2026.
| Other | $9.99 |
|---|
Stepler vs the Health & Fitness median
| Stepler | Median | |
|---|---|---|
| Est. monthly revenue | $135K | $60K |
| Downloads / month | 30K | 20K |
| Meta ads running | 304 | 28 |
| Rating | 4.4 | 4.7 |
Median of 147 Health & Fitness apps with active Meta ads in our set. See the Health & Fitness hub ›
How to measure a playbook like Stepler's
Stepler runs 304 active Meta ads, all estimated Meta spend in Sweden, with links split across both stores and the web. Measuring it means following each walker from ad to redeemed reward.
- 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 85 days ending Apr 13, 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 5 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 |
| 67 | SteplerStepler AB | $135K | 304 |
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The Sculpt SocietyFrequently asked questions about Stepler
How much does Stepler make?
An estimated $135K a month as of Oct 2026, 2.2x the Health & Fitness median of $60K, up 416.9% on the previous period. These are AppKittie estimates, not figures reported by Stepler AB.
How much does Stepler cost?
Yes. Stepler is free to download and lists 1 in-app purchase on the US App Store, Ad-Free at $9.99.
How many ads does Stepler run?
304 active Meta ads as of Oct 2026, 10.9x the category median of 28, plus 119 Apple Search Ads creatives. The oldest top ad has run 382 days.
Where is Stepler most popular?
Its best category ranks are #2 in Denmark and #7 in Sweden, and all of its estimated Meta spend goes to Sweden.
How fast is Stepler growing?
Revenue and downloads rose 416.9% on the previous period, to an estimated $135K and 30K a month.
Who makes Stepler?
Stepler AB makes the app. It launched on Nov 25, 2019, is 83 months old and holds a 4.4 rating from 32.1K 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 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.