What is Metricool?
Metricool is a social media management tool that combines a content planner, analytics, competitor tracking and ad reporting in one dashboard. You connect a brand's networks, schedule posts on a drag-and-drop calendar, and see how organic posts and paid campaigns perform side by side. It started in 2014 as a blog analytics project called Bloggerespacio and took the Metricool name in 2015.
Metricool supports Instagram, Facebook, TikTok, YouTube, Threads, Bluesky, Pinterest, Twitch, Google Business Profile, LinkedIn and X, plus Facebook, Google and TikTok ads. Pricing is based on how many brands you manage, which makes it popular with freelancers and agencies. Other tools include an inbox, link-in-bio pages called Smartlinks, DM automations called Flows, an AI assistant and a Looker Studio connector.
Metricool at a glance
How does Metricool work?
- Create a brand
Add a brand and connect its social profiles, website and ad accounts. Each brand can link one profile per network on the free plan.
- Plan content
Schedule posts in the planner using best-time suggestions and the AI assistant for ideas and captions. Paid plans remove the 20-post monthly cap, subject to fair use.
- Engage
Reply to comments and messages in the inbox and set up Flows to automate DMs. Flows can send engaged users toward a catalog, sign-up page or chat.
- Measure and report
Compare organic and ad results, track competitors and export PDF or PowerPoint reports. Advanced adds customizable report templates and the Looker Studio connector.
Metricool key features
Planner
A drag-and-drop calendar that schedules across networks and suggests the best time to post. Content lists can automate recurring posts.
Analytics
Tracks growth and engagement per network, with unlimited history on paid plans. The free plan keeps 30 days of data.
Ads reporting
Brings Facebook, Google and TikTok ad campaigns into the same dashboard as organic posts. This makes it easier to judge total campaign results.
Competitor tracking
Monitor up to 5 competitor profiles free and 100 on paid plans.
Reports
Automated PDF and PowerPoint reports, with custom templates and a Looker Studio connector on Advanced. Starter includes PDF and PowerPoint exports.
Smartlinks and Flows
Link-in-bio pages with click tracking, plus DM automations that guide engaged users to a page or offer. Starter supports multiple link-in-bio pages.
Approval system
Lets clients or managers sign off on posts on the Advanced plan.
Metricool MCP and API
Connect AI assistants through the Metricool MCP, and use the API with Zapier or Make on the Advanced plan.
Why use Metricool?
- The free plan covers one brand with scheduling and 30 days of analytics.
- Organic and paid results sit in one place, which simplifies reporting. Agencies can show clients one report instead of several.
- Brand-based pricing scales gradually as you add clients. You only pay for the brands you actually manage.
- Reports export to PDF and PowerPoint for client meetings.
- It supports newer networks like Bluesky, Threads and Twitch.
Who is Metricool best for?
A good fit for
- Freelance social media managers
- Small agencies reporting on organic and paid results
- Creators who want free analytics
- Small businesses managing one to a few brands
Less suited to
- Teams needing deep social listening across the web
- Users who need X publishing without paying an extra add-on
- Large enterprises needing advanced compliance controls
Metricool pricing
| Pricing model | Freemium |
|---|---|
| Free plan | Yes |
| Free trial | Not confirmed |
| Starting price | $20/month billed annually (Starter, up to 5 brands); $25/month billed monthly |
Price rises with the number of brands: Starter covers up to 10 brands, and Advanced (from $53/month billed annually) adds team roles, approvals, Looker Studio and API access. X costs $10/month per account as an add-on.
Prices checked October 2026. Vendors change plans often, so confirm on the official Metricool pricing page before you buy.
Metricool pros and cons
Pros
- Useful free-forever plan
- Organic and ad analytics in one dashboard
- Affordable per-brand pricing
- Wide network support
Cons
- X is a paid add-on on every plan
- LinkedIn is not available on the free plan
- Team approvals require the Advanced plan
Metricool integrations and platforms
Works with
Available on
Metricool alternatives
See the full shortlist in Best Social Media Management Tools.
Metricool FAQ
Is Metricool free?
Yes. Metricool has a free-forever plan for one brand with up to 20 scheduled posts per month, 30 days of analytics, 5 competitor profiles and limited AI credits. LinkedIn and X are not included on the free plan. Paid plans start at $20 per month billed annually.
What is Metricool used for?
Metricool is used to schedule social media posts, analyze performance across networks, track competitors and report on Facebook, Google and TikTok ad campaigns. Agencies use it to manage several brands and send clients PDF or PowerPoint reports that combine organic and paid results.
Is Metricool good for beginners?
Metricool is a good starting point for beginners because the free plan lets you schedule posts and see analytics without paying. The planner uses a simple drag-and-drop calendar, and the AI assistant helps with post ideas. More advanced features like approvals and API access come later on paid tiers.
Metricool vs Buffer: what's the difference?
Both tools schedule posts and offer free plans. Metricool puts more weight on analytics, competitor tracking and ad reporting, and charges by brand. Buffer focuses on simple publishing and charges per connected channel. Teams that report on paid ads often lean toward Metricool. Metricool also covers ads from Google, Facebook and TikTok, which Buffer does not.
Does Metricool integrate with Shopify?
Yes. Metricool lists Shopify among its website integrations, alongside WordPress, Wix, Squarespace and Google Tag Manager, so you can track web traffic next to social results. Paid plans also connect to Canva and Google Drive, and Advanced adds Zapier, Make and Looker Studio.
Sources
This overview is based on Metricool's official website and documentation, checked October 2026.