Metricool

Metricool is a social media management, analytics, and automation service that brings planning, publishing, reporting, inbox management, SmartLinks, and advertising campaigns into one dashboard. Its planner offers a drag-and-drop calendar, recommended posting times, automated content lists, and an AI social media assistant. A shared inbox gathers messages and comments from connected networks for replies. Reporting includes automated reports, campaign dashboards, AI analysis, and a Looker Studio connection. Users can manage Facebook, Google, and TikTok ads from the service. Supported networks include Facebook, Instagram, Threads, X, Bluesky, LinkedIn, Pinterest, TikTok, Google Business Profile, YouTube, and Twitch. Metricool is available on the web, Android, iOS, through an API, and as an extension. The free plan covers one brand, up to 20 scheduled posts per month, five competitor profiles, and 30 days of analytics; it excludes LinkedIn and Twitter/X. Starter is listed at $25 a month and Advanced at $67 a month, billed monthly. Displayed prices exclude applicable VAT.

Metricool brings social publishing, inbox management, reporting, and ads into one dashboard, with mobile apps and a free tier. Check the brand, post, and network limits before choosing a plan.

Metricool suits social media professionals, business owners, agencies, brands, and creators who manage connected social accounts. Its free plan may fit a single brand with up to 20 scheduled posts per month.

Metricool is a social media management platform for planning posts, tracking performance, handling messages and managing ads. It is best suited to professionals, businesses and agencies that want those workflows together; its free tier is a useful starting point, but its brand and posting caps quickly matter.

Overview

Founded in Madrid in 2015, Metricool combines a publishing planner, analytics, reporting, a shared inbox, link-in-bio pages and advertising tools in one dashboard. That breadth is its strongest case: teams can coordinate content and review several parts of their social operation without relying on a scheduler alone. For users who only need to queue posts, the wider toolkit may be more than they need.

Key features

Planning and publishing

The drag-and-drop calendar, recommended posting times, automated content lists and AI social media assistant support a steady publishing workflow. The free plan permits 20 scheduled posts per month, a workable ceiling for light activity but restrictive for a brand posting frequently. Starter removes the publishing quota, making it the more practical step up for regular publishing.

Analytics and reporting

Metricool offers automated reports, campaign dashboards, AI analysis and a Looker Studio connection. Free users get 30 days of analytics history and can analyze five competitor profiles. That is useful for short-term review, but teams that need longer-running comparisons or more competitor coverage will need a paid tier. Reporting tools such as PDF and PPT downloads and templates make the platform relevant to people who need to share results, not just inspect them.

Inbox, links and ads

The shared inbox brings messages and comments from connected networks together for replies, while Smartlinks creates link-in-bio pages with unlimited links and real-time tracking. Metricool also supports Facebook, Google and TikTok ad management. These additions make it a broader operations hub; they are less compelling if a user only wants a posting calendar.

Connections and integrations

Supported networks include Facebook, Instagram, Threads, X, Bluesky, LinkedIn, Pinterest, TikTok, Google Business Profile, YouTube and Twitch. Official integrations include Google Drive, Canva, Adobe Express, Looker Studio, Zapier and Make, among others. The free plan excludes LinkedIn and X, so users who rely on either should account for that before treating the free tier as a full test of their intended workflow.

Pricing

Metricool is freemium, with a free-forever plan and paid options. The Free plan is free, with one brand, up to 20 posts per month, five competitor profiles and 30 days of analytics. It is suitable for an individual checking the workflow or maintaining a small, low-volume presence, but its single-brand cap, post ceiling and network exclusions limit its usefulness for a growing operation. There is no free trial.

Starter is $25 a month when billed monthly, with up to five brands; the plan also offers up to five brands for $20/month and up to 10 for $45/month. It removes the publishing quota and permits 100 competitors, so it fits small businesses or solo practitioners managing several accounts who need more room to publish and compare. The lower brand count at the lower price is a meaningful constraint for agencies.

Advanced is $67 a month when billed monthly, with up to 15 brands; other tiers are up to 15 brands for $53/month, up to 25 for $107/month and up to 50 for $210/month. Its team and client management, role management, approvals, Looker Studio and API access make it the more appropriate choice when publishing involves collaborators or client review. Custom pricing covers custom brand counts, business integration, white-label options, a dedicated account manager and custom AI credits, making it the agency or business option when preset capacity is not enough.

Displayed prices exclude applicable VAT. Paid plans can be canceled at any time and remain active through the current billing cycle; when upgrading, unused time on the previous plan is deducted.

Platforms

Metricool is available on web, Android and iOS, with API and extension support. Mobile apps give users access beyond the desktop dashboard, while the web and API options better suit desk-based or connected workflows.

Who it's for

Metricool is a strong fit for social media professionals, creators, business owners and agencies that want publishing, reporting, inbox work and ad management in one place. Advanced is the clearest fit for teams needing roles and approvals. A single-brand user with modest posting needs can start free; anyone needing LinkedIn or X management, several brands or a heavier publishing calendar should look beyond the free caps.

Pros and cons

• Pros: Combines planning, shared inbox, reporting and ad management, reducing the need to split those workflows across separate tools.
• Pros: The free tier includes five competitor profiles and 30 days of analytics, giving a solo user concrete ways to assess performance before paying.
• Pros: Advanced adds team/client management, roles and approvals, which support controlled publishing across collaborators.
• Cons: Free use is limited to one brand and 20 posts a month, and excludes LinkedIn and X; it is not a full option for many active accounts.
• Cons: The monthly Starter and Advanced prices are substantial steps up from free, and applicable VAT is extra.

Alternatives

Consider Buffer if a simpler, low-volume setup is the priority: its free plan connects up to three channels and allows 10 scheduled posts per channel. Agorapulse is another free alternative, with one user, three social profiles and 10 scheduled posts. Choose Later if its paid plan structure is a better match; its free plan is absent and its calendar access is limited to a two-week window into the past and future.

Planable offers a free plan with 50 total posts and a Basic plan with 60 posts per workspace per month, a relevant alternative for teams weighing post allowances. Plann may suit an Instagram-only starter workflow: its free plan includes one user, one brand and 30 monthly posts, but Instagram is its only scheduling network. Publer offers a free plan with one user, one workspace, three social accounts and 10 scheduled posts per account. Postiz is a paid alternative with a Standard plan at $29 a month and five channels with unlimited monthly posts. Predis.ai is a paid option with a Core plan at $24 a month billed yearly, one brand, 10 publishing channels and no auto-posting.

Browse more options in AI Social Media Management Software, Social Media Scheduling Software and Social Media Management Tools.

Verdict

Metricool is a persuasive choice for professionals and small teams that want publishing, analytics, replies and ads under one roof, with the free tier offering a low-risk way to begin. Choose it when that breadth outweighs the cost and network limits; look elsewhere if you need LinkedIn or X on a free plan, or only need a lightweight scheduler.