Metricool brings social media scheduling, analytics, competitor tracking, messages and performance reporting into one workspace. It is particularly useful for freelancers, small businesses and agencies that are tired of switching between platform dashboards or manually assembling monthly reports. Its strongest practical benefit is not simply publishing posts faster, but making planning and reporting easier to manage across several social networks.
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What Is Metricool Used For?
Metricool is used to plan, publish, monitor and analyse social media activity across multiple accounts. Supported channels include major networks such as Facebook, Instagram, Threads, TikTok, YouTube, Pinterest, Bluesky, Google Business Profile and LinkedIn, although access varies by plan. X connections are treated as a paid add-on rather than being included as standard. :contentReference[oaicite:0]{index=0}
A typical workflow starts by connecting a business or client’s social profiles as a Metricool brand. The user can then prepare posts in the calendar, adapt copy for different networks, add media, choose publishing times and review upcoming content in one place. After publication, Metricool collects performance data that can be analysed in dashboards or turned into downloadable and automated reports.
Who Should Use Metricool?
Good fit if you…
- Manage several social networks for one business and want a single planning calendar.
- Prepare regular performance reports for clients, managers or stakeholders.
- Run a freelance social media service or small agency managing multiple brands.
- Want scheduling, analytics, competitor monitoring and a social inbox in one subscription.
Look elsewhere if you…
- Only publish occasionally to one network and can use its native scheduling tools.
- Need LinkedIn or X management without paying for a subscription or add-on.
- Want an extremely simple queue-based scheduler with minimal analytics.
- Require enterprise-grade social listening, customer-care routing or governance across a large organisation.
Practical Ways to Use Metricool
Plan a Monthly Content Calendar
Create posts in batches, place them on a visual calendar and adapt the text or media for each network. This gives a small team a clear publishing schedule without maintaining a separate spreadsheet.
Report Results to Clients
Combine account growth, reach, engagement and post performance into recurring reports. Paid plans can download reports in PDF or PowerPoint formats, reducing the time spent copying figures into presentations. :contentReference[oaicite:1]{index=1}
Compare Competitor Activity
Monitor selected competitor profiles to compare posting activity and visible performance indicators. This can help a marketer identify useful content patterns, although competitor data should guide decisions rather than replace original strategy.
Manage Community Responses
Use the inbox to review supported messages and comments without opening every social network separately. It is useful for everyday community management, although larger customer-service teams may require more specialised routing and support features.
Metricool Key Features
◉ Multi-Network Content Planner
Metricool provides a central calendar for creating and scheduling content across connected social accounts. Users can organise posts by date, reuse content between brands and work with media stored in the platform or connected services.
Why it matters: A combined calendar makes gaps, overlaps and inconsistent posting easier to spot than separate platform schedulers.
What to know: The free plan is limited to 20 scheduled posts per month. Paid publishing is described as unlimited but remains subject to Metricool’s fair-use policy. :contentReference[oaicite:2]{index=2}
✦ Social Media Analytics
Analytics dashboards bring together account growth, audience activity and content performance. Paid plans extend the available history, making it easier to review longer-term trends rather than judging results from a short reporting window.
Why it matters: Users can connect planning decisions with measurable results instead of treating scheduling and analysis as separate jobs.
What to know: The free plan provides only 30 days of analytics history, while Starter and higher plans include unlimited historical access. :contentReference[oaicite:3]{index=3}
◎ Automated Reports
Metricool can generate and send recurring performance reports, with PDF and PowerPoint downloads available on paid plans. Advanced subscribers can create customisable report templates and connect data to Looker Studio.
Why it matters: This can remove a substantial amount of repetitive monthly reporting work for freelancers and agencies.
What to know: Custom report templates and the Looker Studio connector require the Advanced plan, so Starter users receive useful reporting without the same level of control. :contentReference[oaicite:4]{index=4}
↑ Competitor Tracking
Users can add competitor profiles and review publicly available performance information alongside their own results. The feature is useful for benchmarking publishing frequency, content formats and visible engagement patterns.
Why it matters: Competitor monitoring is built into the same platform as planning and analytics, reducing the need for a separate benchmarking tool.
What to know: The free plan analyses five competitor profiles, while Starter raises the allowance to as many as 100. The value depends on the networks and public data available. :contentReference[oaicite:5]{index=5}
◆ AI Writing Assistant
The AI assistant can help generate, revise and adapt social media copy. Credits are allocated per brand each month, allowing users to create variations or adjust writing for different channels.
Why it matters: It can speed up first drafts and repurposing when several platform-specific versions of a post are required.
What to know: AI usage is credit-based, with published allowances increasing from five credits per brand on Free to 20 on Starter and 35 on Advanced. It is a supporting feature rather than a reason on its own to choose Metricool. :contentReference[oaicite:6]{index=6}
Best For
Metricool Pros and Cons
| Pros | Cons |
|---|---|
| Combines publishing, analytics, reports, competitor tracking and inbox tools. | The free plan excludes LinkedIn and X connections. |
| Starter includes downloadable reports and unlimited analytics history. | X requires a separately priced add-on on paid plans. |
| Pricing scales by the number of brands rather than forcing every user into an agency package. | Approvals, user roles, API access and custom report templates require Advanced. |
| Useful free plan for testing one brand and a light publishing schedule. | A limit of 20 scheduled posts per month makes Free unsuitable for frequent publishing. |
| Advanced provides practical agency features without requiring a custom enterprise contract. | The number of plans, brand tiers, add-ons and feature restrictions can make pricing harder to compare. |
Metricool Pricing and Plans
Metricool prices its subscriptions mainly according to the number of brands being managed. A brand represents one business, client or location and can contain its connected social profiles. Annual billing is discounted compared with month-to-month billing, while VAT is calculated separately where applicable. :contentReference[oaicite:7]{index=7}
| Plan | Price | Best for | Important limits |
|---|---|---|---|
| Free | €0 per month | Testing one brand or running a light posting schedule | One brand, 20 scheduled posts per month, 30 days of analytics, five competitors and no LinkedIn or X connection. |
| Starter | From €16 per month annually or €20 month-to-month | Freelancers, creators and small businesses managing up to 10 brands | Price increases with brand count. Approvals, roles, custom report templates, Looker Studio and API access are not included. X is an add-on. |
| Advanced | From €43 per month annually or €54 month-to-month | Agencies and teams managing up to 50 brands | Higher prices apply for 25 or 50 brands. White-labelling and dedicated account management remain Custom features. |
| Custom | Custom quotation | Larger organisations needing more than 50 brands or tailored implementation | Pricing is not published. Includes options such as white-labelling, dedicated account management and custom AI credits. |
Is the free plan useful?
Yes, but mainly for evaluating the interface or managing a low-volume account. One brand, basic competitor tracking, AI credits and 30 days of analytics are enough to understand how Metricool works. However, the 20-post monthly limit and exclusion of LinkedIn make it difficult to use as the main scheduler for an active business. It is a genuine working plan, but not a realistic long-term option for most professional marketers.
Which plan offers the best value?
Starter offers the best value for most Future Relay readers. It removes the restrictive publishing limit, adds LinkedIn, provides unlimited analytics history and includes downloadable reports without forcing a solo user to pay for agency controls. Advanced is worth the higher price when several people need access, clients must approve posts or custom reporting and automation are part of the service being sold.
What to Know Before Signing Up
- Decide how many separate brands, clients or business locations you need because this determines the subscription tier.
- Check whether LinkedIn, X, approvals, custom reports, API access or Looker Studio are essential before choosing a plan.
- Review which messages, comments and analytics each social network allows third-party platforms to access.
- Allow time to connect accounts correctly and confirm that publishing permissions remain active.
- Budget for possible add-ons and future brand growth rather than comparing only the lowest advertised price.
Metricool Alternatives
Metricool competes with social media tools ranging from simple creator-focused schedulers to larger enterprise suites. The most sensible alternative depends on whether the priority is straightforward publishing, visual content planning, client reporting or large-scale listening and customer care.
| Tool | Best for | Why choose it instead? | Main trade-off |
|---|---|---|---|
| Buffer | Creators and small businesses wanting simple publishing | Its content creation, queue and publishing workflow may feel more approachable for users who do not need detailed client reporting. | Metricool is generally more compelling when competitor analysis and report creation are central requirements. Buffer also provides publishing, analytics, engagement and collaboration tools. :contentReference[oaicite:8]{index=8} |
| Later | Visual-first brands and creator marketing | Consider it when Instagram-style visual planning, creator campaigns or influencer marketing are more important than broad performance reporting. | Users focused on multi-network analytics and recurring reports may find Metricool better aligned with their workflow. |
| Hootsuite | Larger teams, social listening and customer care | It offers broader enterprise-oriented capabilities for listening, engagement routing, trend monitoring, governance and integrations. :contentReference[oaicite:9]{index=9} | It can be more complex than a freelancer or small business needs, particularly when straightforward scheduling and reporting are the main goals. |
Our comparison: Choose Metricool when you want affordable multi-brand scheduling combined with useful analytics and client reporting. Buffer is the more sensible option for a simpler creator workflow, Later is worth considering for visually led and influencer-focused campaigns, and Hootsuite is better suited to organisations requiring deeper listening, customer-care controls and enterprise infrastructure.
How Future Relay Evaluated Metricool
This review considers the product’s practical usefulness, ease of adoption, important features, plan restrictions, pricing, value for money and position against close alternatives.
- Official product information and documentation
- Current pricing and published plan limits
- Relevant integrations and workflow options
- Common strengths and limitations reported by users, where reliably available
- Comparison with close products serving the same audience
Product and pricing information was last checked on 13 July 2026. Future Relay does not claim hands-on testing unless explicitly stated.
Is Metricool Worth It?
Metricool is worth considering because it solves two connected problems: publishing social media content and explaining whether that content performed. Its reporting and competitor features give it a clearer commercial purpose than tools focused mainly on maintaining a posting queue.
Freelancers, consultants and small agencies are most likely to receive strong value. A user who manages several brands and produces monthly reports can replace a mixture of native schedulers, spreadsheets and manual presentation work with one organised workflow.
The main limitation is that the most attractive advertised price does not include every capability. The free plan excludes important networks, X costs extra, and collaboration, approvals, API access, Looker Studio and custom report templates sit behind Advanced. Users should compare the required brand count and features rather than choosing from the headline price alone.
Buffer is a stronger option when simplicity is the priority, Later may suit visual and influencer-led work, and Hootsuite is more appropriate for large-scale listening and customer care. Metricool occupies a useful middle ground for users who need more reporting depth than a basic scheduler without moving immediately to a large enterprise suite.
Best for: Freelancers, small businesses and agencies managing several networks, monitoring competitors and producing recurring performance reports.
Not ideal for: Occasional publishers, users seeking unrestricted free LinkedIn or X scheduling, and enterprises needing extensive listening or customer-service operations.
Best-value plan: Starter, because it removes the main free-plan restrictions and includes the reporting and analytics features most professionals are likely to use.
Final verdict: Metricool is a worthwhile paid tool for users who will actively use its analytics and reporting, but it is unnecessary for anyone who only needs a basic social media posting queue.
Metricool FAQs
What is Metricool used for?
Metricool is used to schedule social media posts, analyse performance, monitor competitors, manage supported messages and create recurring reports across multiple social networks.
Is Metricool free?
Metricool has a free plan for one brand. It includes up to 20 scheduled posts per month, 30 days of analytics and five competitor profiles, but it excludes LinkedIn and X connections. :contentReference[oaicite:10]{index=10}
Which Metricool plan offers the best value?
Starter offers the best value for most freelancers and small businesses because it adds LinkedIn, removes the 20-post limit, provides longer analytics history and includes downloadable reports. Agencies needing approvals, roles, API access or custom reports should consider Advanced.
What are the main limitations of Metricool?
The free plan is restrictive, X requires an add-on, AI usage is credit-based and several collaboration and reporting features require Advanced. Prices also rise as the number of managed brands increases.
Who should not use Metricool?
Metricool may be unnecessary for someone posting occasionally to a single network. It is also not the most specialised choice for enterprises requiring extensive social listening, complex customer-care routing or large-scale employee advocacy.
What are the best alternatives to Metricool?
Buffer is a good alternative for simpler publishing, Later is useful for visual and influencer-focused workflows, and Hootsuite is better suited to larger organisations requiring listening, customer care and wider enterprise capabilities.
Ready to Try Metricool?
Metricool is most useful when you need to manage several networks and regularly turn performance data into clear reports. Start with the free plan to assess the planner and analytics, then consider Starter when the publishing limit, LinkedIn restriction or short reporting history becomes impractical.
Try Metricool
