Metricool

Overview

Metricool is a social media management service for planning, publishing, analytics, inbox work and advertising across connected accounts. It suits professionals, businesses and agencies that want those jobs in one dashboard, rather than a scheduler alone. Its free tier makes it easy to start, but the tight brand and posting caps push growing teams toward paid plans.

Founded in Madrid in 2015, Metricool combines a drag-and-drop planner with scheduling recommendations, automated content lists and an AI assistant. It also handles reports, replies to messages and comments, link-in-bio pages and ads. That breadth is the draw; the plan limits are the main qualification.

Key features

Planning and publishing

The planner supports calendar-based scheduling, best-time recommendations and automated content lists. The AI social media assistant adds help within the planning workflow. Free users can schedule 20 posts per month, enough to maintain a modest cadence but not to run a busy publishing calendar. Starter removes the publishing quota, which matters more than the extra brand capacity for teams posting frequently.

Analytics and reporting

Metricool offers performance analytics, automated reports, campaign dashboards, AI analysis and a Looker Studio connection. The Free plan retains 30 days of analytics history and analyzes five competitor profiles. That is useful for a short-term check-in, but a brief history is a poor fit for seasonal comparisons or longer-term reporting. Advanced adds Looker Studio, while higher plans offer more room for ongoing analysis.

Inbox, links and advertising

The shared inbox gathers messages and comments from connected networks for replies, reducing the need to switch between accounts. SmartLinks creates link-in-bio pages with unlimited links and real-time tracking. The dashboard also manages Facebook, Google and TikTok ads. These functions make Metricool broader than a publishing calendar, especially for users who handle organic content and paid campaigns together.

Integrations and data

Integrations include Google Drive, Canva, Adobe Express, Looker Studio, Zapier and Make, among others. Metricool says it stores data on servers in the European Union and uses technical and organizational safeguards for personal data. It also offers support from real people.

Pricing

Metricool has a free plan and paid plans billed monthly. 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.

Starter and Advanced scale by brand count, so their entry prices are not universal totals for every account. The Free tier keeps core planning and analytics accessible, but excludes two networks and restricts history and volume. There is no free trial; the free plan is the way to use Metricool without a paid subscription.

Platforms

Metricool is available on the web, Android and iOS, with an API and browser extension. Supported social connections include Facebook, Instagram, Threads, X, Bluesky, LinkedIn, Pinterest, TikTok, Google Business Profile, YouTube and Twitch. It also supports Meta, Google and TikTok advertising accounts. The Free plan's LinkedIn and Twitter/X exclusions make its network coverage narrower than the platform's overall reach.

Who it's for

Metricool is a strong fit for creators, business owners, brands and agencies that need publishing, reporting and community replies in one place, particularly when they also manage ads. Starter suits a small portfolio that needs unrestricted publishing; Advanced is the more relevant step for client work, team roles and approvals. A single account with light posting can stay on Free. Teams looking only for a simple scheduler may not need its wider set of tools.

Pros and cons

• Pro: Planning, analytics, inbox, SmartLinks and ad management sit in one dashboard, so users can coordinate several parts of social work without separate workflows.
• Pro: Starter removes the monthly publishing cap and supports up to 10 brands across its listed price tiers, giving active publishers room to expand.
• Pro: Advanced adds roles, client and team management, approvals, Looker Studio and API access for more structured agency work.
• Con: Free is limited to one brand, 20 posts per month and 30 days of analytics, and excludes LinkedIn and Twitter/X; it is not a durable option for broad or high-volume publishing.
• Con: The Advanced entry price is substantially higher than Starter, so approval and team features may be costly for a small operation that does not need them.
• Con: There is no free trial, so a prospective paid user must begin with the free tier or a paid monthly plan.

Alternatives

Choose Buffer if a free, lighter channel-based setup is enough: its free plan connects up to three channels and allows 10 scheduled posts per channel, and it also offers a free trial.

Later may suit users seeking an alternative with a free trial and a yearly-billed Starter plan; its free plan is not available.

Plann is worth considering for Instagram-only scheduling: its free plan allows 30 monthly posts and includes 30 AI credits, but is limited to one user and one brand.

Postiz is an option for buyers who want a paid service with a free trial and a Standard plan at $29/mo for five channels and unlimited posts.

Agorapulse offers a free plan for one user and three social profiles, with 10 scheduled posts; consider it if that smaller profile count meets the need.

Planable has a free plan capped at 50 total posts, while its Basic plan is $33 a month with annual billing; it may suit teams comparing a post-capped workflow.

Postmill offers a Starter plan at $9 a month billed monthly, with one seat, three channels and 100 posts per month, for buyers prioritizing a lower entry price and smaller channel count.

Publer is another freemium option; compare it if its free-plan allowance of three social accounts and 10 scheduled posts per account fits your publishing needs.

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

Verdict

Metricool is best for social teams and professionals who want publishing, analytics, inbox handling and ad management under one roof. Its range of tools and uncapped Starter publishing are compelling once the Free ceiling is too restrictive. Look elsewhere if you only need a simple scheduler, need a free plan with more than one brand, or cannot justify Advanced's higher entry price for team controls.