Metricool review: pricing, features, and honest assessment (2026)

Per-brand tiers pricing · Cloud · Web, iOS, Android · Free trial available

Metricool handles social media scheduling, analytics, competitor tracking, and reporting for creators and social media managers across Instagram, TikTok, LinkedIn, Facebook, YouTube, Pinterest, Threads, Bluesky, and more. This review covers actual pricing (free to $139/month), what you get at each tier, the analytics and competitor tracking that set it apart, and where Buffer, Later, or Hootsuite might be a better fit for your workflow.

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Written by RajatFact-checked by Chandrasmita

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Pricing

Per-brand tiers · Free plan available (1 brand, 50 posts/month, no time limit)

Deployment

Cloud

Supported OS

Web, iOS, Android

What is Metricool?

Metricool is a social media scheduling and analytics platform that lets creators plan, publish, and track content across 10+ social networks from one dashboard. Its standout feature is built-in competitor analysis and detailed analytics at prices well below Hootsuite and Sprout Social. A free plan with 50 posts/month makes it easy to test.

Metricool pricing breakdown — what each plan actually includes

Metricool uses brand-based tiered pricing. The free plan gives you 1 brand (one account per social network), 50 scheduled posts per month, 30 days of analytics history, and access to the AI copy assistant. There's no time limit on the free plan — it doesn't expire. The Starter plan at $22/month ($18/month annually) unlocks up to 5 brands, unlimited scheduled posts, competitor tracking, custom reports, and extended analytics history. If you need a sixth brand, you jump to a 10-brand tier at $31/month.

The Advanced plan at $54/month ($45/month annually) supports up to 15 brands and adds team collaboration with role-based permissions, customizable report templates, Zapier integration, Looker Studio connector, and AI customization options. The Enterprise plan at $172/month ($139/month annually) handles 50+ brands with priority support and custom onboarding. Annual billing saves about 18% across all tiers.

The cost that catches people off guard: Twitter/X access is a paid add-on, not included in any plan. This is because of X's API pricing changes — Metricool passes that cost through. Also, each 'brand' allows only one account per social network. If you manage two Instagram accounts for different clients, that's two brands, not one. This brand structure can eat through your allotment faster than expected if you're an agency.

Compared to the competition: Buffer charges $6/month per channel (so 5 channels = $30/month), which is more expensive than Metricool's Starter at $18/month for 5 full brands. Later starts at $25/month for 1 social set with no free plan. Hootsuite starts at $99/month annually. Sprout Social starts at $199/month per seat. Publer is the only one cheaper, starting at $5/month per account. For the combination of scheduling plus analytics plus competitor tracking, Metricool offers the best value in this price range.

View Metricool pricing

Free: $0/mo (1 brand, 50 posts/month, 30 days analytics)

Starter: $22/mo ($18/mo billed annually — up to 5 brands)

Advanced: $54/mo ($45/mo billed annually — up to 15 brands)

Enterprise: $172/mo ($139/mo billed annually — 50+ brands)

Verified from the official pricing page on March 24, 2026. View source

See Pricing See full pricing breakdown →

What Metricool actually does (and what it doesn't)

Metricool is strongest when you want scheduling and analytics in one place without paying Hootsuite or Sprout Social prices. The free plan is genuinely useful for solo creators, the analytics go deeper than most competitors at this price, and the competitor tracking feature is something you usually don't get without spending $200+/month elsewhere. It's weaker on pure scheduling polish — Buffer's interface is cleaner, Later's visual planner is better for Instagram-first workflows, and some platform integrations (especially TikTok and YouTube Shorts) have quirks that trip people up. If you manage multiple brands on a budget, Metricool is hard to beat. If you only manage one brand and care most about a smooth publishing experience, Buffer or Later will feel better day-to-day.

Quick verdict

Best when: You manage multiple social accounts across different platforms and want scheduling, analytics, and competitor tracking without juggling separate...

Worth it if: The free plan works if you manage one brand and post under 50 times a month — that's...

Think twice if: Due to X's API pricing changes, Metricool charges for X access as a separate add-on — it's not...

Metricool is best for

You manage multiple social accounts across different platforms and want scheduling, analytics, and competitor tracking without juggling separate tools. Skip it if you only manage one Instagram account and want the slickest visual planner — Later does that better. The sweet spot is freelancers, small agencies, and social media managers handling 3-15 brands who need real analytics without enterprise pricing.

Why Metricool stands out

Three things make Metricool different from most schedulers: built-in competitor analysis, deep analytics at budget prices, and the forever-free plan. The competitor tracker pulls public data from rival social profiles so you can benchmark engagement, posting frequency, and growth without extra tools. Analytics include best-time-to-post recommendations, hashtag tracking, and audience demographics — features that cost $99+/month at Hootsuite. vs. Buffer: Metricool includes analytics and competitor tracking that Buffer doesn't. vs. Hootsuite: similar features at roughly one-fifth the price. vs. Later: broader platform support beyond Instagram.

Is Metricool worth the price?

The free plan works if you manage one brand and post under 50 times a month — that's roughly 12 posts per week, which covers most solo creators. Starter ($18/month annually) makes sense once you add a second brand or need competitor tracking and exportable reports. Test the free plan for at least two weeks before upgrading — it'll show you whether the interface clicks with your workflow. Don't go annual until you've confirmed that TikTok and YouTube posting work reliably for your content types, since those integrations have known quirks.

Metricool features

Multi-Platform Scheduling and Content Calendar

Metricool's scheduling calendar supports 10+ social networks from a single view. You can schedule individual posts, bulk-upload via CSV, or set up evergreen content recycling through the Autolist feature (pull from RSS feeds or upload a content bank). The calendar shows best-time-to-post heatmaps per platform based on your audience's activity, which takes the guesswork out of timing. The Canva integration lets you design visuals without leaving the dashboard. The limitations: the interface isn't as polished as Buffer's, and the visual drag-and-drop experience doesn't match Later's Instagram-focused grid planner. Some platform integrations have quirks — TikTok caption formatting can get stripped, YouTube Shorts thumbnail uploads don't always work, and LinkedIn direct posting has limitations. For text-and-image posts across Instagram, Facebook, and LinkedIn, scheduling works reliably. For short-form video heavy workflows, test your specific content types before committing.

Analytics and Competitor Tracking

Analytics is where Metricool punches way above its weight class. The dashboard covers per-platform metrics (engagement, reach, impressions, follower growth), audience demographics, best posting times, and hashtag performance tracking for Instagram and X. You can connect Google Analytics, Google Ads, and Facebook Ads to see paid and organic performance in one place. The competitor analysis feature pulls public data from rival profiles and benchmarks their performance against yours — follower growth, posting frequency, engagement rates, and top-performing content. The main analytics gaps: the free plan only stores 30 days of history, and newly connected accounts only import about two months of historical data. If you need quarterly or yearly trend analysis, you'll need to be on a paid plan and start early. Report exports (PDF, PowerPoint) require a paid plan, and custom-branded reports are Advanced-plan-only. Despite these limits, getting this level of analytics at $18/month is genuinely uncommon in the social media scheduling space.

SmartLinks and Link-in-Bio

SmartLinks is Metricool's built-in link-in-bio tool — a customizable landing page tied to a single URL that you put in your social bios. You can add links, images, videos, contact icons, and embed content on a mobile-friendly, scrollable page. It's included on the free plan, which means you can replace a separate Linktree subscription (which charges $5-24/month for premium features) with what Metricool gives you for free. SmartLinks is functional but basic compared to dedicated link-in-bio tools like Linktree or Beacons. Customization options are more limited — you get color themes and basic layout options but not the extensive design flexibility of paid Linktree plans. If link-in-bio is a critical part of your monetization strategy (selling products, collecting emails), a dedicated tool will serve you better. If you just need a clean page with links to your content and platforms, SmartLinks does the job without adding another subscription.

AI Copy Assistant and Content Creation Aids

Metricool includes an AI copy assistant on all plans (including free) that helps generate post captions, suggest hashtags, and rephrase content for different platforms. You type a topic or paste existing copy, and it produces platform-appropriate variations. For creators who struggle with caption writing or need to adapt one message across multiple networks, this saves meaningful time. The AI assistant is helpful but not a replacement for understanding your audience's voice. The suggestions tend toward generic social media copy — they'll get you started, but you'll want to edit for personality and brand voice. On the Advanced plan, you get AI customization options that let you train the assistant on your style preferences. The best use case is generating first drafts and hashtag suggestions, then editing to match your tone. Don't expect the AI to nail your voice out of the box.

Pros and cons

Separate what looks good in the demo from what actually matters after a month of daily use.

Strengths

The strengths that matter most once you start using Metricool daily.

Competitor tracking included at no extra cost

Metricool's competitor analysis pulls public metrics from rival social profiles — follower growth, engagement rates, posting frequency, top content — and displays them alongside your own data. This feature is included on the free plan for Facebook, Instagram, Bluesky, and Twitch, with YouTube and X competitor tracking on paid plans. Most tools either don't offer competitor tracking (Buffer, Later) or charge $200+/month for it (Sprout Social, Hootsuite). For social media managers who need to prove performance against competitors in client reports, this is a genuine differentiator.

Analytics that punch above the price point

The analytics dashboard covers engagement rates, reach, impressions, follower growth, best posting times, and audience demographics across all connected platforms. You get hashtag performance tracking for Instagram and X, website traffic analytics if you connect your site, and Google Ads/Facebook Ads performance in the same dashboard. At $18/month, you're getting analytics depth that typically requires $99+ at Hootsuite or $199+ at Sprout Social.

Generous free plan that doesn't expire

The free tier includes 1 brand, 50 posts/month, 30 days of analytics, competitor tracking, SmartLinks (link-in-bio), and the AI copy assistant — with no time limit. That's meaningfully more generous than Buffer's free plan (3 channels, 10 posts per channel) and far better than Later (no free plan at all) or Hootsuite (no free plan, just a 30-day trial). For solo creators testing the waters, you can run a real workflow on the free plan for months before deciding whether to pay.

10+ platforms from a single dashboard

Metricool supports scheduling to Instagram, Facebook, TikTok, YouTube, LinkedIn, X (as a paid add-on), Pinterest, Google Business Profile, Threads, Bluesky, and Twitch. The Autolist feature lets you set up recurring evergreen posts via RSS feed or CSV upload. SmartLinks gives you a customizable link-in-bio page. For creators who post across many platforms, having everything in one calendar with best-time-to-post suggestions for each network saves real time.

Brand-based pricing works out cheaper for multi-account managers

Unlike Buffer (which charges per channel) or Sprout Social (per seat), Metricool charges per brand — and each brand includes one account per social network. If you manage 5 brands each with Instagram, Facebook, TikTok, LinkedIn, and Pinterest, that's 25 social accounts for $18/month on the Starter plan. The same setup on Buffer would cost $150/month. This pricing model is why Metricool is popular with freelancers and small agencies managing multiple clients.

Limitations

Check these before subscribing — these are the limitations most likely to affect your experience.

Twitter/X costs extra on every plan

Due to X's API pricing changes, Metricool charges for X access as a separate add-on — it's not included in any plan, not even Enterprise. If X/Twitter is a core part of your social strategy, this adds unexpected cost and friction. Buffer and Later include X in their base pricing. Check the current add-on price before you budget, because this catches a lot of people off guard when they sign up.

TikTok and YouTube Shorts publishing has quirks

Multiple users report issues with TikTok posting — video file size errors that block Instagram Reels, caption formatting being stripped on TikTok, and inability to add custom thumbnails to YouTube Shorts. These aren't dealbreakers, but they add friction to workflows that depend on short-form video. If TikTok or YouTube Shorts are your primary platforms, test thoroughly on the free plan before committing to a paid tier.

No proper media library

Metricool doesn't include a centralized media library for storing and organizing images, videos, and brand assets. You upload media per post rather than building a reusable asset library. Buffer, Later, and Hootsuite all have media libraries. If you reuse the same images, templates, or video clips across posts, this missing feature means more repetitive uploading and a less organized workflow.

Only 30 days of analytics history on the free plan

The free plan limits analytics to the last 30 days, and there's no way to export reports to PDF or PowerPoint. Paid plans extend this, but even on Starter, historical data access depends on when you connected your accounts — Metricool can only pull two months of historical data for newly connected social profiles. If you need to analyze long-term trends or present quarterly reports, this limitation matters.

Brand structure is rigid for agencies

Each brand allows exactly one account per social network. If a client has two Instagram accounts (say, a main account and a product-specific one), that counts as two brands. This means agencies with clients who have complex social presences burn through brand slots fast. Jumping from 5 brands ($18/month) to 10 brands ($31/month) isn't terrible, but the jump from 15 to 25+ brands gets expensive quickly. Plan your brand count carefully before picking a tier.

See PricingWeighed the pros and cons? Try it free.

Setup, integrations, and getting your accounts connected

Getting started with Metricool takes about 10 minutes. Create an account, connect your social profiles (OAuth for most platforms), and you're looking at your analytics dashboard. The scheduling calendar is straightforward — click a time slot, write your post, attach media, and schedule. The best-time-to-post overlay on the calendar is immediately useful, showing heatmaps of when your audience is most active on each platform.

The learning curve is mild but real. Figuring out the brand structure (one account per network per brand) takes a minute, especially if you're coming from a tool that uses a flat channel list. The Autolist feature for evergreen content recycling isn't obvious from the main interface — you'll need to look for it. And connecting Google Analytics or ad accounts for the unified dashboard takes a few extra setup steps that aren't part of the initial onboarding flow.

For teams, the Advanced plan adds role-based permissions so you can give clients view-only access to reports while your team handles scheduling. The Canva integration lets you design posts without leaving Metricool, and the Google Drive integration pulls in assets from shared folders. Zapier and Looker Studio connectors are Advanced-plan-only, which is a drawback if you need workflow automation on a budget.

Practical tip: start with the free plan and connect all your social profiles before upgrading. This lets you see how the analytics look with your actual data, test the scheduling flow with your real content types, and identify any platform-specific quirks (especially with TikTok and YouTube) before you're paying. Also, set up SmartLinks early — the link-in-bio page is included free and can replace a separate Linktree subscription.

Before you subscribe

Free plan and getting started with Metricool

Before you subscribe to Metricool, answer these questions. The pricing looks straightforward, but the brand structure and platform quirks mean a little planning saves you money.

Count your brands carefully. Each brand = one account per social network. If you manage 3 clients with Instagram + Facebook + TikTok each, that's 3 brands (not 9 channels). But if one client has two Instagram accounts, that's 2 brands for that client alone. Map this out before picking a tier.

Decide whether you need Twitter/X. It's a paid add-on on every plan. If X is critical to your workflow, factor that cost in when comparing Metricool's pricing to Buffer or Later, which include X in their base price.

Test your specific content types on the free plan. Schedule a TikTok video, a YouTube Short, an Instagram carousel, and a LinkedIn post. If any of those fail or format incorrectly, you'll know before you're paying. Give it at least a week of real posting.

Figure out whether you actually need the analytics. If you only care about scheduling and don't look at analytics dashboards, Buffer's simpler interface at $6/channel might be a better fit. Metricool's biggest advantage is the analytics and competitor tracking — if you won't use them, you're paying for features that don't help you.

Have you tested Buffer, Later, and Publer side by side? Create free accounts on all of them, schedule the same posts, and compare the experience. The best scheduler is the one that matches your actual workflow, not the one with the longest feature list.

Ready to keep comparing Metricool?

See Pricing

Use pricing, tradeoffs, and alternatives before you make the final click.

Frequently asked questions about Metricool

How much does Metricool cost per month?

Metricool has a free plan (1 brand, 50 posts/month) and three paid tiers: Starter at $22/month ($18/month annually) for up to 5 brands, Advanced at $54/month ($45/month annually) for up to 15 brands with team features, and Enterprise at $172/month ($139/month annually) for 50+ brands. Annual billing saves about 18%. Twitter/X access is a paid add-on on all plans.

Does Metricool have a free plan?

Yes, and it's genuinely useful. The free plan includes 1 brand, 50 scheduled posts per month, 30 days of analytics history, competitor tracking for Facebook/Instagram/Bluesky/Twitch, the SmartLinks link-in-bio tool, and the AI copy assistant. There's no time limit — it's free forever, not a trial. The main limitations are no report exports, no team features, and restricted analytics history.

Who is Metricool best for?

Metricool is built for freelancers, small agencies, and social media managers who handle multiple brands and want scheduling plus analytics in one tool without paying Hootsuite or Sprout Social prices. It's particularly strong if you need competitor tracking and detailed reporting on a budget. Solo creators who only manage one account may find Buffer or Later simpler and more polished for day-to-day scheduling.

Metricool vs Buffer — which is better?

Buffer has a cleaner interface and more reliable publishing, especially for Instagram and LinkedIn. Metricool has deeper analytics, built-in competitor tracking, and cheaper multi-brand pricing (5 brands for $18/month vs. Buffer's $6/channel). Choose Buffer if you want simple, reliable scheduling for a few accounts. Choose Metricool if you manage multiple brands and want analytics and competitor data without paying for a separate tool.

What social media platforms does Metricool support?

Metricool supports scheduling and analytics for Instagram, Facebook, TikTok, YouTube, LinkedIn, Pinterest, Google Business Profile, Threads, Bluesky, and Twitch. Twitter/X is supported but requires a paid add-on due to API cost changes. The platform also connects with Google Analytics, Google Ads, and Facebook Ads for unified reporting.

Is Metricool good for agencies?

Yes, with caveats. The brand-based pricing is cost-effective for agencies managing up to 15 clients (Advanced plan at $45/month annually). You get white-label reports, role-based permissions, and client-accessible dashboards. The main frustration is the rigid brand structure — each brand allows one account per social network. Clients with multiple accounts on the same platform burn through your brand count faster.

Does Metricool include analytics and reporting?

Yes, and analytics is one of Metricool's strongest features. You get engagement rates, reach, impressions, follower growth, best posting times, hashtag tracking, and audience demographics. Paid plans include exportable PDF and PowerPoint reports with custom branding. The competitor analysis feature lets you track rival accounts and benchmark your performance — something most schedulers don't offer at this price.

Can teams collaborate in Metricool?

Team features require the Advanced plan ($45/month annually) or higher. You get role-based permissions, approval workflows, shared brand kits, and the ability to give clients view-only report access. The Starter plan is single-user only. For teams of 2-3 people managing multiple brands, the Advanced plan is reasonable. For larger teams, the Enterprise plan adds priority support and custom onboarding.

Is Metricool worth the money compared to Hootsuite?

For most creators and small teams, yes. Metricool's Starter plan at $18/month annually includes features (competitor tracking, detailed analytics, multi-brand management) that require Hootsuite's $99/month Professional plan or higher. Hootsuite is more robust for large enterprises needing advanced team workflows, social listening, and AI content creation at scale. But if you're a freelancer or small agency, Metricool delivers 80% of the functionality at 20% of the cost.

Can I cancel Metricool anytime?

Yes. Monthly plans can be cancelled anytime and you keep access until the end of your billing period. Annual plans can be cancelled, but you won't get a prorated refund — you keep access for the remainder of the annual term. One thing to watch: multiple users report frustration with auto-renewal charges, so disable auto-renewal before your billing date if you plan to cancel. The free plan has no commitment at all.

Metricool alternatives worth comparing

If Metricool isn't quite right, these social media scheduling tools take different approaches to pricing, features, and workflow. The right pick depends on whether you prioritize scheduling simplicity, visual planning, analytics depth, or rock-bottom pricing.

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Metricool(this tool)	You manage multiple social accounts across different platforms and want scheduling, analytics, and competitor...	Due to X's API pricing changes, Metricool charges for X access as a separate...	Free plan + paid tiers	Yes
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Podtrac	You need reliable, IAB-certified download numbers for sponsorship pitches, audience reporting, or industry benchmarking	Podtrac tracks downloads — when a device downloads an episode file	Freemium	Yes
vidIQ	You're a YouTuber who publishes at least weekly and wants to make data-driven decisions...	VidIQ's keyword scores and search interest numbers should be treated as directional, not exact	Per-channel	Yes
TubeBuddy	You are a YouTuber who wants to improve search rankings, test thumbnails scientifically, and...	Every TubeBuddy license covers one YouTube channel	Per-channel	Yes

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Sources

Pricing and product details referenced on this page were verified from public sources. Confirm final details directly with the vendor before purchasing.

pricing · verified Mar 24, 2026

Official pricing page

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