Fastic's longest still-live App Store ad has now run 300 days, a single English line, "Protein, Tracker, Nutrition," recorded across 9 EU countries on 20 July 2026. That is ten months on one creative, and nobody in the category holds a live winner longer. The other half of the story is what stopped. Cal AI, the fast-rising newcomer that a month ago was running 20 different creatives at once, has switched every one of them off since late February. Fitia, which was advertising in the last read, no longer returns an entry in the repository at all. The winners kept winning. The test-heavy challenger went quiet.
This is the monthly refresh of our calorie-counter board, now widened from a 5-market sample to the full 25-storefront EU sweep, which is why some spans and country counts have grown: the wider pull catches the smaller storefronts where these apps run their winners. We pulled every App Store ad these apps ran from Apple's public Ad Repository, the transparency dataset the EU Digital Services Act requires. Here is the board, sorted by how long each app's longest still-live creative has stayed up. Data window ends 21 July 2026.
The survivor board
| App | Ad records tracked | Distinct creatives | Longest still-live creative |
|---|---|---|---|
| Fastic | 743 | 17 | 300 days ("Protein, Tracker, Nutrition", en-GB, 9 countries, recorded 20 July 2026) |
| Foodvisor | 989 | 10 | 295 days ("Diät Tracken & Abnehmen", de-DE, Austria and Germany, recorded 20 July 2026) |
| Lifesum | 489 | 13 | 246 days ("Food Diary, Weight Loss Diet", en-GB, 3 countries, recorded 20 July 2026) |
| Bevel | 1,741 | 10 | 197 days ("Exercise, Sleep & Nutrition", en-GB, 11 countries, recorded 20 July 2026) |
| MacroFactor | 24 | 4 | 55 days ("Calorie Counter & Food Log", en-GB, recorded 20 July 2026) |
| Cal AI | 113 | 10 | 26 days ("AI Calorie & Meal Tracker"), stopped 5 February 2026 |
| Lose It | 12 | 2 | 48 days ("Calorie Counter, Food Diary"), stopped 25 October 2025 |
| Fitia | 0 | 0 | no advertiser entry in this window |
A few readings of this table.
Fastic's winner crossed ten months, and it is now localized. The English "Protein, Tracker, Nutrition" line at 300 days is the category's longest live ad, and Fastic has since cloned the exact feature stack into Portuguese ("Proteína, Tracker, Nutrição", 293 days), French ("Protéines, Tracker, Nutrition", 249 days), and German ("Protein, Tracker, Ernährung", 140 days). It found the line, held it, and translated it market by market. That is the discipline the survivor board rewards.
Foodvisor is right behind, and it led in German. Its longest live creative is the German "Diät Tracken & Abnehmen" (track diet and lose weight) at 295 days, with an English "Diet Tracker for Weight Loss" line close behind at 253 days across 11 countries, plus French and Dutch clones past 200 days. Foodvisor runs the widest healthy set of survivors here, each one still live.
The heaviest spender does not hold the longest ad. Bevel ran 1,741 records, the most on this board, and now positions itself as an AI health coach: its live line is "Exercise, Sleep & Nutrition" at 197 days. More volume, shorter survivor, and a broader pitch than pure calorie counting. Its own over-a-year line, "Exercise, Sleep & Recovery," stopped in December 2025.
The newcomer stopped testing. A month ago Cal AI was the story of pure test velocity, 20 live creatives and none past 22 days. Now all 10 creatives we can see stopped by 25 February 2026, the longest having reached 26 days. In the EU App Store repository, Cal AI's ad push has gone dark. A challenger cycling creative that fast either found its channel elsewhere or paused the spend, and either way the App Store is no longer where it is hunting.
What the winning copy still says
The line that keeps paying here has not changed: the plain benefit stack, in the local language. Fastic's 300-day survivor is "Protein, Tracker, Nutrition." Foodvisor's is "Diät Tracken & Abnehmen." Lifesum's 246-day line is "Food Diary, Weight Loss Diet." Protein, tracker, nutrition, food diary, diet, stated flatly, then translated per market rather than reinvented. Cal AI's dead creatives all leaned on the mechanism, "AI Food Scanner," "AI Calorie & Meal Tracker," and none of them held. In this category the survivors name the job (track food, count calories, lose weight), not the technology that does it.
Where these apps buy
Almost every ad on this board ran in App Store search results, the placement you see after typing a query. That fits the product: nobody stumbles onto a calorie tracker while browsing, they go looking after deciding to log their food. A few apps, Lifesum and Fastic among them, tested the Today tab and product-page slots, but the spend and the survivors both live in search. This is a search-intent category, and the money follows the intent.
How to read this for your own category
Longevity is the cheapest performance signal you can read for free. An advertiser who keeps an ad live for ten months is telling you that ad makes money, because they would kill it otherwise. Pull your own category the same way: list your three closest rivals, sort their ads by how long each has run, and write your first creatives against the survivors, not the ones that got cycled out last month. Watch the split between count and hold time: a rival running many creatives with no long-runner is still searching, and a rival sitting on one 300-day ad has already found the answer you can study. Check monthly, because the board moves, a newcomer testing hard one month can be gone the next, and a proven line can quietly cross a year.
See any advertiser's ads yourself
See which of your competitors' App Store ads have survived longest, free, no account, in about a minute. Type an app, get its live ads ranked by how long each has stayed up.
Method note: figures are computed from Apple's public Ad Repository (DSA Article 39), across 25 EU storefronts, data window ending 21 July 2026 (widened this refresh from the earlier 5-market sample). "Days running" is the span from a creative's first to last recorded impression across those markets, and "over 1 year" is Apple's own 365+ marker. "Still live" means the creative was recorded on 20 July 2026, the last impression date in this window. Record counts are what the repository reports for each advertiser; per-country slices return the most recent records, so the analyzed sample can be smaller than the repository total. Fitia returned no advertiser entry in this window and is shown as absent. Yazio, Yuka, and MyFitnessPal did not return a matching advertiser entity and are omitted. Translations are literal glosses of the advertisers' own lines. Longevity is a proxy for performance, not a measured conversion rate. Refreshed monthly.