Natural Cycles ASO Audit | Phiture x Precis Group

What's working, and where to lean in

Natural Cycles' app store presence is in a healthy place compared to most apps we audit. The opportunities below assume a strong baseline, not a broken one.

Strengths

US App of the Day through the entire 90-day audit window, 1.55M views, 0 competitors featured
Brand defense ASA running and winning with 60% SoV on "natural cycles", no visible competitor conquest
3 CPP variants live (Default, KW-Competitors, Menopause), already segmenting by intent
Active Garmin x Natural Cycles IAE running across 6 markets
4.8 iOS / 4.5 Android rating, consistent across 11 markets
Germany +254% downloads in 90 days; international engine is alive
Active metadata iteration: user-count claim shifted "3M+" → "4M+" → "6M+" in 90 days
#1 across natural-method, fertility, and contraception clusters (15+ keywords today)

Areas to explore

iOS subtitle is brand poetry: "Decode your hormonal health" uses 28 of 30 chars but no high-volume keywords
US is the only English market where iOS title says "Fertility App" instead of "Birth Control"
Top-of-funnel volume gap: "period tracker" #27, "pregnancy tracker" #48, "period app" #42
Life-stage gap: "menopause", "menopause tracker", "postpartum", "pregnancy app" all unranked
CPP framework is 3 of 15 recommended variants (Plan Pregnancy, Postpartum, all generic-keyword CPPs missing)
Zero Google Play CSLs, zero Promotional Content; no parallel to the iOS Garmin IAE
Borrowed Oura partnership reach is the #2 source of iOS organic visibility
No iOS app preview video while all major competitors have one

Live US iOS App Store rank picture

We queried the iTunes Search API for 44 high-relevance keywords across the 5 use cases on the day of audit. The picture is meaningfully broader than the AppTweak-tracked 21-keyword set suggests.

Five use cases, three CPPs - the framework expansion

The product internally supports five distinct user journeys. The CPP framework today covers three of them. A complete 15-variant CPP framework (modeled on Flo's 11) would extend the #1 capability across every keyword cluster the product can credibly compete in.

Tier 1 — Core use case CPPs (5)

🛡️

Birth Control

FDA-cleared contraception. The flagship.

#1 for natural birth control, FDA cleared birth control, hormone free birth control

CPP Live

🌱

Plan Pregnancy / TTC

Trying to conceive, ovulation, fertile window.

#3 fertility tracker · #9 trying to conceive · #10 ovulation tracker

CPP Gap

🤰

Follow Pregnancy

Pregnancy tracking, weekly milestones.

#48 pregnancy tracker · unranked pregnancy app

CPP Gap

📈

Postpartum

Cycle return, postpartum tracking.

#25 postpartum tracker · unranked postpartum

CPP Gap

🌙

Perimenopause

Launched Oct 2025. Most differentiated CPP.

#10 perimenopause tracker · #13 perimenopause

CPP Live

Tier 2 — Generic-keyword CPPs (5)

📅

Period Tracker

Top-of-funnel demand.

#27 period tracker · #42 period app

Highest-volume gap

🔄

Cycle Tracker

Already winning, lacks dedicated CPP.

#7 cycle tracker · #6 cycle tracking

Strong rank, no CPP

🥚

Ovulation Tracker

High-intent fertility entry point.

#10 ovulation tracker · #1 fertile window

Top 10, no CPP

🌡️

BBT / Temperature

Method-specific differentiator.

#4 bbt tracker · #5 basal body temp

Rank strong, no CPP

🛡️

KW-Competitors

Brand-term defense, ASA-linked.

60% SoV on "natural cycles" via ASA

CPP Live

Tier 3 — Hardware / partner CPPs (3) + Tier 4 — Trust CPPs (2)

⌚

NC Band

The wearable hardware story.

#1 fertility wearable, smart ring fertility

CPP Gap

⌚

Garmin Integration

Tied to current IAE; needs CPP.

#1 garmin fertility

IAE live, CPP gap

💍

Oura / Apple Watch

Capture the partner halo durably.

#2 oura ring (96K reach)

CPP Gap

🏥

FDA Cleared

The unique trust positioning.

#1 FDA cleared birth control, non hormonal

CPP Gap

🔒

NC Secure / Privacy

Post-Dobbs privacy positioning.

Privacy as positioning surface, in NC Secure CPP fragment

CPP Gap

Flo's CPP framework — the upper-bound benchmark

Flo runs 11 distinct CPP variants spanning intent, life stage, and seasonal moments. Each row below is a real CPP variant currently live, captured from AppTweak Creatives Explorer.

Read: Flo treats CPPs as a primary lever, not an experiment. They run 3 perimenopause variants alone, 2 distinct TTC variants, and a seasonal "Take on 2026" CPP. Natural Cycles' 15-CPP recommended set is calibrated to match this depth, with the additional advantage of FDA-cleared positioning and partner integrations (NC Band, Garmin, Oura) Flo doesn't have.

CSL framework for Google Play (12 variants)

Currently zero CSLs active. Each row represents a Google Play Custom Store Listing tied to an address signal (country, install state, deep link).

#	CSL variant	Address type	Targets
1	US default	Country/region	Current US, FDA-cleared positioning
2	UK	Country/region	CE-marked, "contraception" framing
3	Canada	Country/region	FDA + bilingual EN/FR
4	Germany 🇩🇪	Country/region	+254% growth market - Verhütungs-App
5	Brazil	Country/region	Portuguese, +59% growth market
6	Mexico	Country/region	Spanish, Tier-2 per proposal
7	Birth Control / Prevent Pregnancy	Deep-link	Mode-specific, mirrors iOS Tier-1 CPP #1
8	Plan Pregnancy / TTC	Deep-link	Mode-specific, mirrors iOS Tier-1 CPP #2
9	Perimenopause	Deep-link	Mode-specific, mirrors iOS Tier-1 CPP #5
10	Postpartum	Deep-link	Mode-specific, mirrors iOS Tier-1 CPP #4
11	Lapsed installer recovery	Install-state	Re-engagement listing for prior installs
12	Garmin partner referral	Deep-link / campaign	Tied to Garmin x NC partnership traffic

Country/region CSLs (1-6) are the fastest to launch and have the clearest analytic read. Deep-link CSLs (7-12) require coordination with Precis Group's Google Ads campaigns but compound the paid-organic loop. Building the first 3-5 is a 2-3 week effort. The full 12 is a 3-month build.

Performance trends (90 days to 1 year)

Daily downloads, US

iOS vs Android, 7-day rolling, last ~12 months

Category rank trends, US

iOS Medical + iOS Health & Fitness + Android category, last 6 months

Keyword rank movement (90 days)

Daily rank for the brand term + top organic keywords

Daily rating histogram (iOS, last 26 weeks)

Stacked weekly counts of new 5/4/3/2/1 star ratings

ASA brand defense - working as intended

iOS App Store search "natural cycles"

Manual capture confirmed: searching "natural cycles" on iOS returns Natural Cycles' own ASA at the top with "Ad" badge. Natural Cycles' organic listing sits immediately below. No competitor between paid and organic.

Brand keyword	SoV	Position
natural cycles	60%	Top result + organic #1
natural cycles fertility app	100%	Exact-match brand
natural cycles birth control	55%	Mid-tail brand variant
natural cycles: birth control	30%	40-70% goes elsewhere

A second observation: the screenshots in the ad version differ from the screenshots in the organic listing. That's a CPP wired to the ASA campaign - the "KW-Competitors" variant in the proposal deck. This is the working model for how the other 12 recommended CPPs would each connect to a paired ASA campaign.

iOS screenshot creative — assessment

10 portrait iPhone screenshots in the default product page. The hierarchy leads with FDA-cleared positioning and the smiling-user hero, then walks through app UI for period prediction, fertility tracking, symptom logging, and the NC Band wearable.

What's working

Real photography in the hero — humanizes the app vs the pure-UI category. Differentiated from Flo (UI-only) and Glow (chart-only). Echoes Clue's editorial approach.
FDA Cleared positioning is named and visible. Stronger than Glow's "Listed with the FDA" claim. Earned, not borrowed.
Concrete efficacy stats (93% / 98%) — quantitative trust signal that few competitors match.
App UI shown inside the phone in slot 1 — rare in category, helps de-mystify what the user buys.
NC Band hardware is in the set — distinctive product story competitors don't have.
Privacy callout via NC° Secure — relevant to post-Dobbs femtech demand. Clue and Stardust lean on this hard.

Opportunities

Only one persona shown — young, friendly, monoethnic. Doesn't speak to TTC, postpartum, or perimenopause users. Ovia's hero shows a multi-life-stage selector — that's the inclusive frame Natural Cycles can claim more credibly than Ovia.
NC Band lives at slot 6 — below the scroll fold for most users. The wearable is one of the most distinctive product stories and gets buried.
No FSA/HSA badge — Flo, Clue, and Glow all surface theirs prominently. Natural Cycles is FSA/HSA eligible too.
App UI in hero is small — the phone takes ~40% of frame. Glow zooms in on a single screen for clarity.
Five product modes, mostly invisible — Birth Control dominates. Plan Pregnancy is implicit in slot 9, Postpartum and Perimenopause are absent from the default set.
"Trusted by millions" is generic — vs Glow's specific TIME / ELLE press logos and App of the Day badge.
No iOS app preview video — Flo, Clue, Glow, Premom, Ovia all have one.
Visual identity blends with category — the pink/lavender pastel palette is on-brand but on-category. The Menopause CPP demonstrates the bolder typography that should bleed into the default set.

Recommended tests

PPO Test 1 · Slot 1

Test a multi-persona hero (young, mid-30s TTC, perimenopause) against the current single-persona shot. Echoes Ovia's positioning without sacrificing the FDA-cleared claim.

PPO Test 2 · Slot 1

Add an FSA/HSA badge overlay in the same position Flo uses. Pair with the existing efficacy stats so the trust panel reads stats + regulatory + financial in one glance.

PPO Test 3 · Slot 3

Move NC Band to slot 3 (above scroll). Test against the current Tailored Fertility Tracker. Hardware as a hook differentiates from the all-software category.

PPO Test 4 · Slot 1

Test app UI zoomed-in (Glow-style) vs current full-phone composition. Easier-to-read stats overlay, clearer signal that this is a working medical app.

PPO Test 5 · Slots 8-10

Replace the generic "Trusted by millions" + "Deepen your connection" + "NC° Secure" set with three life-stage-specific shots: Plan Pregnancy, Postpartum, Perimenopause. Mirrors Ovia's holistic-health frame using NC's actual product modes.

Asset · Video

Produce a 15-30 second iOS app preview video covering all 5 use cases. Closes the asset gap with Flo, Clue, Glow, Premom, Ovia.

Google Play screenshot creative — assessment

8 screenshots. Visually consistent with iOS but tighter — same brand hero, same use case order, more concentrated app UI focus. Has a video and 3 feature graphic variants iOS doesn't.

What's working

Hero is consistent with iOS — same FDA-Cleared positioning, same efficacy stats. Cross-platform recognition.
Has a video (iOS does not) — closes the asset gap with category competitors on the more video-friendly platform.
3 feature graphic variants across markets — shows active iteration on the highest-impact Play surface.
App UI is more legible on Android — the phone screens occupy more vertical real estate per shot, key UI text reads from the search results page.
Short description is the strongest copy on either platform — "The only FDA Cleared fertility & ovulation tracker for birth control & pregnancy" packs the USP plus 4 keywords into 79 of 80 chars.

Opportunities

Same single-persona issue as iOS — and Google Play has the additional volume of TTC + pregnancy users where Premom and Ovia run distinctive multi-segment hero creative.
2 fewer slots than iOS means harder edits — every slot has to do more work. The current set leans heavily on app UI and skips the social-proof / press / financial-trust signals competitors carry.
No FSA/HSA badge.
No "App of the Day" or press-mention badges despite earning iOS App of the Day.
Zero Custom Store Listings — every market sees the same 8 screenshots. Compare to iOS, where the Menopause CPP shows what differentiated creative can do.
Promotional Content / LiveOps not running — no parallel to the iOS Garmin IAE.
Feature graphic doesn't carry the FDA Cleared USP across the 3 variants — it's wordmark-only on lavender.

Recommended tests

Listing Experiment 1 · Hero

Test a multi-persona hero (same as iOS recommendation) — Google Play's experimentation infrastructure makes this faster than iOS PPO. Roll the winner cross-platform.

Listing Experiment 2 · Slots 6-8

Replace generic closers with NC Band, Plan Pregnancy, and Postpartum-specific shots. Same content gap as iOS — but Android resolves it in 8 slots.

Listing Experiment 3 · Feature Graphic

Test a feature-graphic variant that surfaces "FDA Cleared" + the efficacy stats. Current 3 variants are all wordmark + lifestyle. Bringing the USP forward should improve install conversion from the algorithmic surfaces (Top Apps, You Might Like).

Listing Experiment 4 · Icon

Test an icon variant that adds a small "FDA" mark to the existing NC° glyph. Differentiates against the all-pastel-fertility category icons in search results.

CSL Build · Tier 2 markets

Launch UK, CA, MX, BR, DE Custom Store Listings with localized hero photography (Brazil at +59% download growth, DE at +254% — both deserve dedicated creative). Mirror of iOS CPP framework.

PCE Calendar · Bi-weekly

Replicate the iOS Garmin IAE on Google Play as Promotional Content, then build a 5-theme bi-weekly calendar matching the 5 product modes.

Competitor screenshot benchmarks (iOS)

Five competitors, top 6 screenshots each + a creative read on what each is doing well and where they leave room for Natural Cycles to differentiate. The category is visually homogeneous (pink/lavender pastel, soft photography). Each one offers a tactical lesson Natural Cycles can borrow.

iOS vs Android - the platform divergence is nuanced

Not the typical "iOS strong, Android weak" pattern. iOS has the advanced surfaces (CPPs, IAE, App of the Day). Android has the stronger visible metadata. Each has something to learn from the other.

iOS

Strong surface, weak visible metadata

App of the Day editorial slot
3 CPP variants running
Garmin IAE live
21 keywords tracked, 4 in top-10
Subtitle is brand poetry, no keywords
Title says "Fertility App" not "Birth Control"
No app preview video

Android

Strong metadata, weak conversion surface

USP-led short description: "The only FDA Cleared..."
Title fully utilizes 30 chars
3 feature graphic variants
Video present
Strong per-market localization
Zero Custom Store Listings
Zero Promotional Content / LiveOps
21 keywords tracked, rank depth weaker than iOS

Competitive landscape

App	iOS Rating	Android Rating	iOS Video	Android Video	iOS CPPs	FDA Cleared	App of Day
Natural Cycles	4.8	4.5	No	Yes	3 (15 recommended)	Yes (Class II)	Yes
Flo	4.8	4.7	Yes	Yes	11	No	No
Clue	4.8	4.5	Yes	Yes	Unknown	No	No
Glow	4.7	4.0	Yes	Yes	Unknown	No	No
Premom	4.8	n/a	Yes	Yes	Unknown	No	No
Ovia	4.8	4.5	Yes	Yes	Unknown	No	No
Stardust	4.8	4.4	Yes	Yes	Unknown	No	No

Localization snapshot

Notable: the US is the only major English market where the iOS title says "Fertility App". GB, AU, IN, CA, JP, KR, DE, FR all use a Birth Control / Contraception variant.

Market	iOS Title	iOS Subtitle	Android Title
🇺🇸 US	Natural Cycles Fertility App	Decode your hormonal health	Natural Cycles - Birth Control
🇬🇧 GB	Natural Cycles: Birth Control	Fertility & Ovulation Tracker	Natural Cycles - Birth Control
🇩🇪 DE	Natural Cycles: Birth Control	Plan or prevent pregnancy.	Natural Cycles - Birth Control
🇸🇪 SE	Natural Cycles	Följ din fertilitet	Natural Cycles Preventivmedel
🇫🇷 FR	Natural Cycles: Birth Control	Plan or prevent pregnancy.	Natural Cycles
🇧🇷 BR	Natural Cycles, período fértil	Monitoramento de Fertilidade	Natural Cycles
🇮🇳 IN	Natural Cycles: Birth Control	Fertility & Ovulation Tracker	Natural Cycles - Birth Control
🇦🇺 AU	Natural Cycles - Contraception	Fertility & Ovulation Tracker	Natural Cycles - Birth Control
🇨🇦 CA	Natural Cycles Fertility App	Decode your hormonal health	Natural Cycles - Birth Control

Optimization roadmap

Organized by lift, not impact. Impact requires Console data we don't have at scan depth.

Quick Wins (1-2 weeks)

QUICK WIN · iOS

iOS subtitle PPO test - USP variants

Test "FDA Cleared Cycle Tracker", "Fertility, Ovulation & Period", "Plan & Prevent Pregnancy" against current "Decode your hormonal health". Use brand-defense ad as variant carrier.

QUICK WIN · iOS

iOS title alignment with Android

Test "Natural Cycles - Birth Control" (matches Android + 8 of 11 international markets) vs current "Natural Cycles Fertility App".

QUICK WIN · Google Play

Replicate Garmin IAE on Google Play as PCE

Asset and copy already exist on iOS. Promotional Content setup is a same-day lift.

QUICK WIN · iOS

Reorder iOS screenshots

Surface NC Band wearable to position #3 (currently #6, below scroll fold).

Medium-Term (1-3 months) - the Tier-1 CPPs + first CSLs

MEDIUM · iOS

Build out remaining 4 Tier-1 CPPs

Plan Pregnancy CPP (#2), Follow Pregnancy CPP (#3), Postpartum CPP (#4), Period Tracker CPP (Tier-2 #6). Each connects to its own ASA campaign in Precis Group's plan.

MEDIUM · Google Play

Launch first 6 Custom Store Listings

US-default + UK + DE + BR + 2 mode-specific deep-link CSLs. The 12-CSL framework gets sequenced; this is the foundation.

MEDIUM · Both

Recurring IAE / PCE calendar

Bi-weekly minimum. 5 themes mapped to 5 use cases, both platforms in sync.

MEDIUM · Android

Android keyword discovery sprint

Currently 21 tracked. Realistic universe is 60+. Two-week tagging exercise.

MEDIUM · iOS

iOS app preview video

15-30 sec showing the 5 use cases. Closes the asset gap with category competitors (all of whom have video).

MEDIUM · Google Play

Listing Experiments program

Set up rolling A/B tests on icon, feature graphic, screenshots, short description.

Strategic (3-6 months) - the full 15-CPP / 12-CSL build

STRATEGIC · Both

CPP-to-ASA-to-Search-Tags closed loop

Each ASA campaign points to a CPP, each CPP feeds Search Tags, Search Tags inform metadata. Quantifiable in CPI savings - the natural collaboration point with Precis Group.

STRATEGIC · Both

Tier-3 + Tier-4 CPPs + remaining CSLs

NC Band, Garmin, Oura, FDA, NC Secure CPPs. Mexico CSL, Canada CSL, lapsed-installer CSL, partner-referral CSL.

STRATEGIC · Both

NC Band cross-platform launch playbook

Coordinated CPP, CSL, IAE, PCE, screenshots, video for the wearable as a connected launch.

STRATEGIC · Both

Quarterly category benchmark

Vs Flo, Clue, Premom, Stardust, Apple Health Cycle Tracking. Surfaces emerging competitor moves before they affect rankings.

Ready for the deep dive?

A full audit and 6-month managed engagement, in coordination with Precis Group's paid work, would close the gap between Natural Cycles' editorial momentum and its sustainable organic visibility.

Schedule a discovery call