Metricool

Overview

Metricool is a social media management service for professionals, businesses, agencies, brands, and creators who want publishing, reporting, audience replies, and advertising in one workspace. Its broad toolkit is a stronger fit than a scheduler alone, but the free plan’s one-brand and 20-post monthly limits make it a starting point rather than a durable option for a busy account.

Key features

Planning and publishing

The drag-and-drop planner combines scheduled posts with best-time recommendations, automated content lists, and an AI social media assistant. That gives users several ways to organize a publishing calendar, while the free cap of 20 posts per month keeps the no-cost plan best suited to a modest cadence. Starter adds unlimited publishing, a meaningful step up for users who post regularly.

Analytics and reporting

Metricool pairs account analytics with automated reports, AI analysis, campaign dashboards, and a Looker Studio connection. Free users get 30 days of analytics history and can analyze five competitor profiles: useful for short-term monitoring, but a narrow window for reviewing longer trends. Looker Studio is included in Advanced, which makes that tier more relevant to teams with established reporting workflows.

Inbox, links, and ads

The unified inbox gathers messages and comments from connected networks for replies, reducing the need to check each network separately. SmartLinks creates link-in-bio pages with unlimited links and real-time tracking. Users can also manage Facebook, Google, and TikTok Ads in the same dashboard, making Metricool more useful to social teams that handle paid campaigns as well as organic content.

Integrations and data

Integrations include Google Drive, Canva, Adobe Express, Zapier, Make, WordPress, Shopify, and Wix. Metricool says it stores data on servers within the European Union and uses technical and organizational measures to protect personal data. It also offers support from real people through its support channel.

Pricing

Metricool has a free-forever plan and paid plans. The free tier manages one brand, schedules up to 20 posts per month, retains 30 days of analytics, and tracks five competitor profiles. It excludes LinkedIn and Twitter/X, so it is a less complete fit for users whose work depends on those networks.

Starter is shown at $25 a month, billed monthly, for up to five brands; the plan also offers up to five brands for $20/month and up to 10 for $45/month. It includes unlimited publishing and 100 competitors, making it the practical upgrade for solo users and small teams that have outgrown the free posting cap. Displayed prices exclude applicable VAT.

Advanced is shown at $67 a month, billed monthly, for up to 15 brands. Other listed capacities are up to 15 brands for $53/month, up to 25 for $107/month, and up to 50 for $210/month. It adds team and client management, role management, post approvals, Looker Studio, and API access. Those controls make it the better choice for agencies or teams coordinating work across clients; smaller users may not need them.

Custom has custom pricing and offers a custom number of brands, business integration, white label options, a dedicated account manager, and custom AI credits. It suits organizations needing those arrangements rather than a standard brand tier. Paid plans can be canceled at any time and remain active through the current billing cycle; unused paid time from the previous plan is deducted when upgrading.

Platforms

Metricool is available on web, Android, and iOS, with API and extension options. It supports Facebook, Instagram, Threads, X, Bluesky, LinkedIn, Pinterest, TikTok, Google Business Profile, YouTube, and Twitch, alongside Meta, Google, and TikTok advertising accounts. Instagram connections are for Business or Creator accounts, and Facebook connections are Pages.

Who it's for

Metricool suits social media professionals and business owners who need scheduling, analytics, and inbox work together, as well as agencies that need multiple brands, client management, and approvals. The free plan is suitable for trying a light publishing workflow; frequent publishers, longer-term reporting needs, or teams managing several brands will likely need a paid tier. It is less compelling for anyone seeking only a basic scheduler or requiring LinkedIn or X on the free plan.

Pros and cons

• Pros: Planning, replies, reporting, SmartLinks, and ad management sit in one dashboard, which is useful for teams handling both organic and paid social work.
• Pros: Starter removes the publishing quota and raises brand capacity beyond the free plan, while Advanced adds client and role management and approvals for coordinated teams.
• Pros: Mobile apps, API and extension options, and integrations such as Canva, Google Drive, Zapier, and Looker Studio support varied workflows.
• Cons: Free is capped at one brand and 20 scheduled posts monthly, with only 30 days of analytics history; that constrains sustained publishing and trend review.
• Cons: LinkedIn and Twitter/X are excluded from Free, so accounts centered on either network need a paid plan for a broader workflow.
• Cons: Advanced’s team and reporting controls are tied to a much higher listed monthly price than Starter, making it harder to justify for individuals who do not need those controls.

Alternatives

Choose Buffer if a smaller channel footprint is enough: its free plan connects up to three channels and permits 10 scheduled posts per channel. Agorapulse is another free option, with one user, three social profiles, and 10 scheduled posts. For a paid-first option with a free trial, Later has a Starter plan at $18.75 per month billed yearly and limits calendar access to two weeks in the past and future on its free tier. Planable offers a free allowance of 50 total posts, while its Basic plan is $33.00 per month with annual billing. Plann is worth considering for Instagram-only scheduling: its free plan includes one user, one brand, and 30 monthly posts, stories, and carousels. Publer has a free plan for one user, one workspace, and three social accounts, with 10 scheduled posts per account. Marketeer is a trial-based option for paid campaign runs, which require a paid plan. OpenBuzz offers a free self-hosted option with three social accounts and 30 scheduled posts.

Compare AI Social Media Management Software, Social Media Scheduling Software, and Social Media Management Tools to explore more options.

Verdict

Metricool is a strong choice for social teams that want scheduling, analytics, replies, and ads under one roof, with paid tiers that scale from solo publishing to agency coordination. Its chief limitation is the narrow free plan, and teams that only need a lightweight scheduler may be better served by a simpler alternative.