Objective: Self-monitoring of weight and caloric intake has been associated with improved weight loss and weight loss maintenance in behavioural weight loss programs; however, participants' adherence to self-monitoring tends to decrease over time. To identify potential barriers to self-monitoring adherence, the current study examined week-to-week associations between ratings of perceived effort, relative importance of weight loss goals, and adherence to self-monitoring of weight and caloric intake during and after a behavioural weight loss programme. Method: Participants were 74 adults with overweight and obesity enrolled in a 12-week, Internet-based weight loss programme followed by a 40-week "maintenance" period during which no additional intervention was provided. Participants self-reported adherence to self-monitoring and completed ratings of effort and importance on a study website weekly throughout the study period (1 year). Results: Longitudinal multilevel models demonstrated that higher ratings of effort were associated with fewer days of self-monitoring of weight, β = −0.100, p < .0001, and caloric intake, β = −0.300, p < .0001. Conversely, higher ratings of importance were associated with more frequent self-monitoring of weight, β = 0.360, p < .0001, and caloric intake, β = 0.742, p < .0001. Moreover, the magnitude of these associations were stronger during the maintenance period than during initial intervention, ps < .01.