MyFitnessPal is a globally recognized fitness and calorie-counting app that originated in the US, dedicated to helping users meet their nutritional and wellness goals. Since its inception, MyFitnessPal has been an industry leader, combining nutrition expertise with intuitive tracking tools, making it a trusted name for health-conscious individuals worldwide. The app not only offers calorie tracking but also supports users with detailed nutrition insights, activity monitoring, and goal-setting capabilities. Since partnering with Maksol Technologies, MyFitnessPal’s focus has expanded from post-pandemic stabilization to revenue growth, customer loyalty, and new market entry strategies. Our work includes Google App Campaigns, Meta Ads, Spotify Ads, and strategic consulting, positioning MyFitnessPal as a comprehensive wellness companion that promotes a balanced, healthy lifestyle.

Our approach emphasized a test-and-learn model in each new market, driven by continuous monitoring and optimization.
Google App Campaigns: We launched Google App campaigns to establish a solid registration base in each territory. After observing successful CPR rates, we continued scaling this channel, adjusting ad spend to balance CPI with the registration-to-purchase rate.
Meta Ads: Meta Ads proved to be a key platform in driving both registrations and conversions. Through consistent audience testing, we optimized each ad creative to target the most responsive segments. Insights from this testing informed future campaign adjustments to maintain high engagement and registration rates.
Creative Iterations: With saturation impacting performance, we refreshed ad creatives bi-monthly. Our creative team designed high-performing visuals like “day-in-the-life” reels and carousel ads that resonated well across all territories, sustaining interest and conversions.
Localized Budget Allocation: Given smaller population sizes and heightened awareness needs in new markets, we allocated ~10% of MyFitnessPal’s budget to these territories. In the US, Apple Ads drove significant results, while in other territories, Android received priority due to platform preferences.

Our Creative team took MyFitnessPal’s brand to the next level, redefining the visuals to align with a “feel-good” lifestyle message. This creative direction became the foundation for all ad assets, seamlessly integrating into paid social campaigns and Google App ads. By focusing on wellness and positivity, we effectively broadened MyFitnessPal’s appeal while staying true to its core mission.

When MyFitnessPal began working with us in 2020, the main objective was to increase app installs within the US, maintaining a stable CPI (Cost Per Install) while capturing a broader share of the competitive fitness app market. However, MyFitnessPal’s goals evolved over time to focus more on app registrations and conversions rather than installs alone. Most recently, the emphasis has been on growing in-app purchases and customer retention. Additionally, as MyFitnessPal sought to expand internationally, the challenge shifted to adapting a robust US strategy for foreign markets. These new markets presented unique obstacles, such as varying user behavior, differing competitor landscapes, and fluctuating seasonality. With these goals in mind, Maksol Technologies adopted a flexible strategy that combined brand awareness, user acquisition, and in-app engagement.
Our Approach:
To ensure MyFitnessPal’s success, we immersed ourselves in understanding its business model, analyzing factors like pricing, subscription models, and shifts in customer behavior. This allowed us to create a comprehensive, full-funnel strategy targeting both upper-funnel awareness and lower-funnel conversions, tailored to meet unique market dynamics in each region.
Localized Strategy Development
In the US, MyFitnessPal’s established reputation allowed us to focus on driving app registrations and engagement. For emerging territories, however, brand awareness was a key initial objective. We developed tailored strategies for each new market, combining market research, competitor analysis, and audience insights to align with the local landscape. By adjusting our tactics to emphasize local values, such as promoting health and wellness over weight loss alone, we enhanced MyFitnessPal’s appeal to new audiences.
Platform-Specific Targeting
Our campaigns spanned Google App and Meta Ads, with dedicated strategies for both Android and iOS. In the US, we relied heavily on Apple Ads due to the higher install rates; however, in new markets, we focused on Android, recognizing platform-specific user behaviors. This flexibility allowed us to optimize CPI across devices and territories, ensuring effective budget allocation.
Optimizing Creative and Messaging
To resonate with each audience, we shifted the messaging from “US’s leading calorie counter” to emphasize more universal themes, like personalized health and wellness tracking. This approach minimized any disconnect with non-US users while retaining MyFitnessPal’s core values. We further conducted A/B testing of ad creatives across platforms, including carousel ads, reels, and video ads. Data-driven insights showed that “day-in-the-life” reels and visually engaging carousels were particularly effective in capturing audience attention across all markets.
Detailed Audience Segmentation and Testing
To resonate with each audience, we shifted the messaging from “US’s leading calorie counter” to emphasize more universal themes, like personalized health and wellness tracking. This approach minimized any disconnect with non-US users while retaining MyFitnessPal’s core values. We further conducted A/B testing of ad creatives across platforms, including carousel ads, reels, and video ads. Data-driven insights showed that “day-in-the-life” reels and visually engaging carousels were particularly effective in capturing audience attention across all markets.
Enhanced Competitor Targeting
Competitor analysis played a vital role in audience targeting. In the US, targeting audiences who had interacted with competitor apps, like MyFitnessPal’s biggest rival, demonstrated high engagement and conversions. However, we observed less traction for this approach in new territories, guiding us to adjust keyword bidding and messaging for each unique market.
The Results:
Since partnering with Maksol Technologies, MyFitnessPal has seen significant progress. Key highlights over the past year include:
Our work has consistently delivered measurable improvements, with MyFitnessPal achieving a solid foothold in new territories and significant user engagement in established markets.

Looking Forward:
Our partnership with MyFitnessPal continues to grow, with several exciting initiatives on the horizon. A large DOOH (Digital Out-of-Home) campaign is scheduled for January, targeting gym-goers during peak new-user season. We’re also working on an in-depth SEO strategy to increase MyFitnessPal’s website rankings, broadening its digital footprint beyond the app itself. In the coming months, we’ll expand MyFitnessPal’s reach through organic and paid content on emerging platforms like TikTok and Pinterest, further diversifying its presence.

Planning for the Future:
Our full-funnel strategy combines global awareness with targeted revenue growth across multiple platforms. With initial success in the EU, we plan to expand into the US, testing small budgets and refining our approach based on seasonal trends, new platform testing, and innovative creative campaigns. As we continue to evolve MyFitnessPal’s digital strategy, we’re positioning the brand for enduring global success.
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