Head to head · verified September 2026
Lose It! vs MacroFactor
Which one is better, where they differ, what each costs, and whether a third app beats both. Every answer below comes from feature and pricing data we checked in September 2026.
Which is better, Lose It! or MacroFactor?
It depends on how you log. Lose It! is ahead on water tracking, meal planning, recipes; MacroFactor is ahead on AI photo logging, voice logging, micronutrient tracking, no ads.
Is Lose It! or MacroFactor cheaper?
MacroFactor, at $71.99 a year against $79.99. Lose It! has a free tier; MacroFactor does not.
What is the difference between Lose It! and MacroFactor?
On the features we verified for both, AI photo logging (included with MacroFactor, behind the paywall on Lose It!); voice logging (included with MacroFactor, behind the paywall on Lose It!); micronutrient tracking (MacroFactor has it, Lose It! does not). Everything else on the list, they both do.
How do I get my food log out of Lose It! or MacroFactor?
Both let you export to CSV, though some gate it behind their paid tier. What moves to another app is narrower than people expect: weight and workouts carry over through Apple Health or Health Connect, but the food diary does not. No tracker in this category can import another's, Nutrify included. You can still read your own export: our export viewer parses it in your browser, with nothing uploaded, and shows your logging consistency, macro split and most-logged foods.
Open the export viewerIs there a better alternative to Lose It! and MacroFactor?
Depends what is missing for you. Nutrify logs six ways (photo, barcode, nutrition label, voice, text, or in the aisle) and keeps fasting, water, supplements and measurements on one timeline, for $34.99 a year on a single tier. It is also younger than both, with far fewer reviews behind it.
Try the third option free
The short version
MacroFactor is the cheaper of the two at $71.99 a year against $79.99.
Lose It! has a free tier; MacroFactor does not.
Where Lose It! wins
- Water tracking - Lose It! has it, MacroFactor does not
- Meal planning - Lose It! has it, MacroFactor does not
- Recipes - Lose It! has it, MacroFactor does not
Where MacroFactor wins
- AI photo logging - included with MacroFactor, behind the paywall on Lose It!
- Voice logging - included with MacroFactor, behind the paywall on Lose It!
- Micronutrient tracking - MacroFactor has it, Lose It! does not
- No ads - MacroFactor has it, Lose It! does not
Feature by feature
Nutrify is in the third column because this is our site and it would be odd to pretend otherwise. Judge it on the same rows.
| Feature | Lose It! | MacroFactor | Nutrify |
|---|---|---|---|
| AI photo logging | Premium only | No free tier | |
| Voice logging | Premium only | ||
| Barcode scanner | Not verified | ||
| Micronutrient tracking | 37, opt-in (BETA) | ||
| Intermittent fasting | |||
| Water tracking | |||
| Meal planning | |||
| Recipes | |||
| Exercise tracking | |||
| Progress analytics | |||
| Apple Health sync | |||
| No ads | |||
| Price per year | $79.99 | $71.99 | $34.99 |
A dash means we have not verified that cell for that app rather than that the feature is missing. Checked September 2026.
The pitch and the reports
What each one claims, and what people say after living with it.
Lose It!
What Lose It! says
- Simple, friendly calorie counting aimed at weight loss rather than nutrition science
- Snap It photo logging
- Challenges and a large social community
What users praise
- Easiest of the big trackers to get started with
- The challenge community keeps people logging
What users complain about
- Premium went from $39.99 to $79.99 a year in 2026 and the monthly plan was withdrawn, so there is no cheap way back in
- The free tier was thinned at the same time, with macros, photo logging and Apple Watch moving to Premium
- Banner ads on free
Where the pitch and the reports pull apart
Lose It built its reputation on being the approachable, affordable one. In 2026 it costs the same as MyFitnessPal and has no monthly option.
Our read
Its community is bigger and warmer than ours, which is a real reason to stay. At $79.99 a year with no monthly plan, though, the affordability argument that made Lose It popular no longer holds.
Vendor claims from their own marketing; user themes from store reviews and community discussion, weighted to 2025–2026. Verified September 2026.
MacroFactor
What MacroFactor says
- An adaptive expenditure algorithm that recalculates your targets weekly from your own intake and weight trend
- Built by research reviewers Greg Nuckols and Eric Trexler
- No ads, ever, and no free tier, the product is the subscription
What users praise
- The expenditure algorithm is the most consistently praised feature in the category, described as doing weekly what a coach would
- It does not shame you for missing a day, the algorithm absorbs the gap rather than breaking a streak, which users repeatedly cite as why they stayed after abandoning other apps
- Genuinely ad-free
What users complain about
- No free tier and $71.99 a year
- Assumes comfort with technical nutrition concepts, which is a lot of overhead for casual tracking
Our read
The expenditure model is more rigorous than our SMART Goals and is the main reason to choose MacroFactor. Its no-streak-shaming stance is also a better idea than most of the gamification in this category, ours included. We are cheaper, log six ways rather than two, and cover fasting, water and supplements it does not touch.
Vendor claims from their own marketing; user themes from store reviews and community discussion, weighted to 2025–2026. Verified September 2026.
What each is actually like
Lose It!
Simple Calorie Counting for Weight Loss
Strengths
- • Snap It photo recognition (premium)
- • User-friendly interface
- • Reasonable premium pricing
- • Strong community features
Trade-offs
- • Photo recognition only in premium
- • Limited micronutrient tracking
- • Some features feel dated
- • Exercise tracking less comprehensive
MacroFactor
Smart Nutrition Coach for Serious Athletes
Strengths
- • Science-based adaptive nutrition coaching
- • Excellent for athletes and bodybuilders
- • Dynamic TDEE calculation
- • No ads, very clean interface
Trade-offs
- • No free version
- • Steep learning curve
- • Overkill for casual users
- • Manual food entry
Leaving either one
How do you actually get your data out?
The question that keeps people on an app they have stopped liking is what happens to their history. Short version: your weight and workouts move with you through Apple Health or Health Connect, your food diary does not, and no tracker in this category can import another's. Nutrify included. You can still read your own export, though, and that is worth doing either way.
Leaving Lose It!
Lose It! gates export behind its paid tier. Use The food log CSV. Export is a Premium feature, and the exact columns have changed between versions. If the viewer flags unmapped columns, that list tells us what Lose It renamed. It still reads everything it recognises.
Leaving MacroFactor
We have not written up MacroFactor's export flow yet. The switching guide covers what carries over regardless of which app you are leaving.
What transfers and what you give upThe export viewer runs entirely in your browser. Nothing is uploaded and no account is needed. It shows your logging consistency, macro split, weekday-versus-weekend pattern and most-logged foods, which is more than either app shows you about your own data.
A third option
If neither one is quite it
Nutrify logs a meal six ways (photo, barcode, nutrition label, voice, text, or Shop Mode in the aisle) and keeps fasting, water, supplements, a photo journal and body measurements on the same timeline. One subscription at $34.99 a year covers all of it, with nothing gated feature by feature. It is newer than both of these and has far fewer reviews, which is the honest trade.