Clue may look like a simple period tracker but every tap, permission, and reminder inside the app is designed to build commitment, retention, and conversion.
Here’s how a health app quietly became a $1M/month business.
Friction as a Filter
Clue doesn’t let you “peek inside.”
Before you can even track:
- You must agree to privacy terms
- You must sign up
What feels like friction is actually a commitment gate.
Only serious users enter meaning higher engagement, better data, and more paying customers later.
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Smart Onboarding, Instant Value
Unlike most health apps, Clue keeps onboarding tight.
Just a few key questions → it predicts your next period.
Then comes the genius move:
“Would you like to get reminded 1 day before?”
Almost everyone clicks Allow Notifications turning reminders into habit hooks. 
The Soft Paywall + Loss Aversion Trick
Once you’re invested, the soft paywall slides in.
- Monthly or yearly plan
- Includes a free trial
Close it?
You instantly get a 25% discount offer.
That’s loss aversion in motion, users feel like they’re losing a deal by not subscribing.
ASO Dominance
Clue owns visibility across all high-intent period tracking searches.
- Top 3 for 1,300+ App Store keywords
- Including “free period tracker,” “flo app,” and “period tracking.”
That’s an organic moat. Anyone searching in this category almost always finds Clue.
Social Reach That Feeds the Funnel
Clue’s organic presence isn’t just for awareness, it’s part of the growth loop.
- TikTok: 300K followers
- Instagram: 100K followers
Content blends education + relatability, pushing followers to download naturally.
Paid Ads That Saturate the Category
Clue’s paid strategy is about owning the ecosystem.
- 37K keywords on Apple Search Ads (essentially every related term)
- 300 ads on Google
- 34 TikTok ads
It’s not about spamming, it’s about presence dominance across every user intent channel.
The Clue Playbook
– Friction as a filter → only serious users commit
– Notifications as habit triggers
– Discounts as psychological nudges
– ASO + paid saturation for top-of-funnel control
– Social storytelling for organic lift
Clue doesn’t just track periods.
It tracks, reminds, converts and repeats.
That’s how a cycle-tracking app turned its users’ habits into a $1M/month growth cycle.
