MacroFactor vs Lose It!: one price or a free plan

MacroFactor vs Lose It!: one price or a free plan, side by side
Topic	MacroFactor	Lose It!
Choose it if	You want targets that adjust each week You want photo and barcode logging without a second tier You set goals for more than a handful of nutrients	You want to start without paying You want to log on a computer You would rather buy once than subscribe
Price	$71.99 a year, $47.99 for six months, or $11.99 a monthNo free plan. 7-day trial	Premium costs $79.99 a year. Lifetime costs $299.99 onceBasic is free. 7-day trial. Offers vary by account
Targets	Adaptive. Adjusts each week, from your intake and weight trend	Formula. Set from your profile, and lowered as you log weight loss
Nutrients	54	Premium sets goals for 8 nutrients, macros included. It shows 18 more, without goals
Food data	About 1.36 million verified foods, plus 4 million by barcode	Over 50 million, from the USDA, its team and its users
Barcode scanning	Included	Moving to Premium. Some free accounts still have it
Photo logging	Included. Suggests foods from its database, and you review them before you log	Premium only (Snap It). Suggests foods and servings from its database, and you check them
Voice logging	No	Premium (Say It)
Data export	Spreadsheets of your food log and progress	All your data as CSV files, on any plan
Runs on	iPhone, iPad, Android, Apple Watch. No web app	iPhone, Android, web

MacroFactor and Lose It! split on the first screen. MacroFactor asks for money before you log anything and then hands you everything it has. Lose It! lets you in free, and keeps most of what makes it quick behind Premium. Which one suits you depends less on features than on how you want to pay, and on whether you want an app that argues with your targets.

Targets that adapt, and targets that step down

MacroFactor works out what you burn from what you log and how your trend weight moves—“a deterministic calculation based on your calorie intake and change in trend weight”, it says. A weekly check-in on a day you pick rewrites your calories and macros from that number, and you can hand it the whole job or keep some of it.

Lose It! sets a calorie goal from your profile, then lowers it as you log weight loss. That is a different idea. It follows the formula down as you get lighter rather than reading what you actually eat, so a week where you ate more than you logged moves it the same way as a week where you did not.

If you have stalled before and never worked out why, that difference is the whole reason to pick one of these two over the other.

Starting without paying

Lose It! has a free plan, Basic, and a 7-day trial of Premium on top of it. Offers vary by account, so what you see may not match a friend’s.

MacroFactor has no free plan. Its product page says so plainly—“No, there isn’t (and will never be) a free version”. After a 7-day trial it costs $71.99 a year, $47.99 for six months, or $11.99 a month, as of October 2026, with everything in that one plan.

The catch on the free side is what Basic leaves out. Snap It, the photo logger, and Say It, the voice logger, both need Premium. The barcode scanner is moving to Premium as well, though some free accounts still have it. A free plan that cannot scan a barcode is a search box, and searching is the slow way to log.

Buying once

Lose It! sells a Lifetime membership as well as a yearly one. Paying once for an app you expect to use for years is rare in this category, and it changes the maths if you already know you will stay. Read the membership tiers before you choose, because the Lifetime price differs for a free account and for an active Premium member.

MacroFactor renews or it stops. There is no way to buy it outright, and the way you pay changes the number more than people expect. A year of monthly payments costs nearly twice its yearly plan, and nearly twice Lose It! Premium. The chart above draws all three.

Nutrients

MacroFactor tracks 54 items, from macro- and micronutrients to alcohol, caffeine and water, and you can set a floor, a target and a ceiling for any of them.

Lose It! tracks nutrients too, but goals need Premium, which sets them for 8 including the macros, fiber and sodium, and shows 18 more without goals. Those 18 are where the gap opens. If you want a floor on iron or a ceiling on potassium, one app lets you set it and the other shows you the number and leaves it there.

What sits behind the search

Lose It! holds over 50 million foods, drawn from the USDA, its own team and its users. That is by far the larger database in this pair, and the breadth comes with the usual cost of user-submitted entries—several versions of the same food, not all of them right. Its help center has a page for reporting incorrect food data, which tells you how often it comes up.

MacroFactor searches around 1.36 million verified foods, with roughly 4 million more in its barcode database, and checks what people submit before it appears. Fewer foods, more confidence in each one.

Where they run

Lose It! runs on iPhone, Android and in a browser, so you can log from a laptop. MacroFactor runs on iPhone, iPad, Android and Apple Watch, with no web app.

Taking your data with you

Both let you leave. Lose It! exports all your data as CSV files on any plan, free accounts included, which is more generous than most. MacroFactor exports spreadsheets of your food log and progress.

Neither imports a food log from another tracker. MacroFactor brings in daily calorie and macro totals through Apple Health or Health Connect, not the foods, and Lose It! offers no import at all. Either way you start your log again.

Where Fit Shapes fits

The gap between these two is a tier list. Lose It! gets you in free and charges for the parts that make logging quick. MacroFactor charges from the start and holds nothing back, but leaves you without a web app and without voice logging.

Fit Shapes has one plan and puts everything in it. Adaptive Targets proposes new calories and macros each week from what you eat and weigh, the way MacroFactor’s check-in does rather than the way a formula steps down. A photo logs the meal at once, and photo, voice and barcode logging all come with the subscription rather than a tier above it. It costs less a year than either of these, after a 14-day trial, and it imports your data from both, which neither of them does for the other.

The catch is that Fit Shapes asks you to pay. Lose It! does not, and if a free calorie log is what you want, that settles it. Lose It! also runs in a browser and sells a Lifetime membership, and Fit Shapes does neither. Android is still in beta here, while both of these ship on Android today.

Download on the App Store Android beta

Questions

Is MacroFactor better than Lose It!?

Neither is better for everyone. MacroFactor suits you if you want targets that answer to what you eat and every feature in one plan. Lose It! suits you if you want to start free, log from a computer, or buy the app once.

Is Lose It! free?

It has a free plan, Basic. Photo logging, voice logging and increasingly the barcode scanner need Premium, so the free plan is mostly a search box and a calorie goal.

Does Lose It! adjust your calories like MacroFactor?

No. Lose It! sets a goal from your profile and lowers it as you log weight loss, following the formula down. MacroFactor works out what you burn from your intake and weight trend and rewrites your targets at a weekly check-in.

Which has the bigger food database?

Lose It!, by a wide margin, with over 50 million foods from the USDA, its team and its users. MacroFactor holds around 1.36 million verified foods and checks what people submit, so it trades breadth for confidence.

Can I buy Lose It! once instead of subscribing?

Yes. It sells a Lifetime membership alongside the yearly one, and the price differs depending on whether you hold an active Premium membership. MacroFactor has no one-off purchase.

Can I use either on a computer?

Only Lose It!, which runs in a browser as well as on iPhone and Android. MacroFactor runs on iPhone, iPad, Android and Apple Watch, with no web app.

Can I move my food log between them?

No. Neither imports a diary from another tracker. Both let you export, and Lose It! gives you CSV files on any plan, including a free account.

Sources

17 sources

MacroFactor, apps.apple.com/us/app/macrofactor-macro-tracker/id1553503471, checked October 15, 2026
MacroFactor, macrofactor.com/macrofactor/, checked October 15, 2026
MacroFactor, help.macrofactorapp.com/en/articles/258-ai-food-logging, checked October 15, 2026
MacroFactor, help.macrofactorapp.com/en/articles/216-log-foods-with-describe, checked October 18, 2026
MacroFactor, help.macrofactorapp.com/en/articles/247-introduction-to-check-ins-and-coaching-modules, checked October 15, 2026
MacroFactor, help.macrofactorapp.com/en/articles/36-where-is-my-nutrition-synced, checked October 15, 2026
MacroFactor, help.macrofactorapp.com/en/articles/68-export-your-data, checked October 15, 2026
MacroFactor, help.macrofactorapp.com/en/articles/46-food-search-database, checked October 15, 2026
MacroFactor, macrofactor.com/macrofactor-vs-myfitnesspal-2025/, checked October 15, 2026
Lose It!, loseit.zendesk.com/hc/en-us/articles/47497914864916-How-to-Download-Your-Data, checked October 14, 2026
Lose It!, loseit.com/how-it-works/, checked October 14, 2026
Lose It!, loseit.zendesk.com/hc/en-us/articles/47345136549652, checked October 14, 2026
Lose It!, loseit.zendesk.com/hc/en-us/articles/51906561286804-Lose-It-Membership-Tiers-Pricing, checked October 15, 2026
Lose It!, loseit.zendesk.com/hc/en-us/articles/47771695186580-How-to-Use-Snap-It, checked October 15, 2026
Lose It!, loseit.zendesk.com/hc/en-us/articles/47773984823700-Unlocking-the-Barcode-Scanner-Scan-It, checked October 15, 2026
Lose It!, loseit.zendesk.com/hc/en-us/articles/47773659281940-Reasons-Your-Budget-Might-Change, checked October 15, 2026
Lose It!, loseit.zendesk.com/hc/en-us/articles/47273196503572-Tracking-Nutrients, checked October 15, 2026