Metricool is a social media planner and analytics tool that started as a blogger’s side project in Madrid and now claims millions of users. Its main appeal is analytics: it pairs a scheduler with reports, competitor tracking, ads reporting and web analytics. It prices by number of brands rather than by user or per channel, which suits agencies, and it keeps a permanent free plan.
This review covers what Metricool does, what each plan includes, how brand-based pricing really works, where it falls short and who it suits. Product and pricing facts come from Metricool’s own pricing page, help center and press releases, checked on 7 October 2026. Where Metricool’s pages disagree or do not say, we flag it.
Key Takeaways
- What it is: a social media planner with analytics, reports, competitor tracking, ads management, an inbox, link in bio and DM automation called Flows.
- Pricing: by brand count. Free is 0 for 1 brand. Starter is 20 a month on annual billing, or 25 monthly, for 5 brands. Advanced starts at 53 annual, or 67 monthly, for 15 brands.
- X costs extra: X is never included. It is a paid add-on at 10 a month per connected account since 13 July 2026, up from 5.
- Strengths: a real free plan, analytics with unlimited history on paid plans, PDF and PowerPoint reports, ads reporting and a Looker Studio connector.
- Limits: users and approvals start at Advanced, LinkedIn is not on Free, the mobile apps are weakly rated, and Metricool sells no standard free trial.
- Reputation: 4.1 out of 5 on Trustpilot from 674 reviews, with 82 percent five-star. We could not verify G2 or Capterra.
Metricool at a Glance
| Details | |
|---|---|
| Type | Social media planner with analytics and reporting |
| Company | Metricool Software S.L., based in Madrid, Spain |
| Started | 2014 as Bloggerespacio, renamed Metricool in 2015 |
| Founders | Juan Pablo Tejela and Laura Montells |
| Ownership | team.blue announced an investment in September 2024, with Axon Partners and the founders |
| Networks | Facebook, Instagram, Threads, Bluesky, LinkedIn, Pinterest, TikTok, YouTube, Twitch and Google Business Profile, with X as an add-on |
| Pricing basis | Number of brands, with one profile per network per brand |
| Entry paid price | Starter, 20 per month billed annually for 5 brands |
| Free plan | Yes, 1 brand and 20 posts per month |
| Free trial | No standard trial, only promo-code trials |
| Refunds | Within 15 days of the first purchase only |
What Is Metricool?
Metricool began in 2014 as a blog analytics tool called Bloggerespacio, built by two software engineers, and was renamed Metricool in 2015. The team has been fully remote since 2020. In September 2024 team.blue, a European group that sells digital services to small businesses, announced an investment in the company alongside its founders and the investor Axon Partners. At that point Metricool reported more than 2 million users, about 17 million euros of annual recurring revenue and a team of over 90. Its own pages now say 3 million or 4 million users, which we cannot reconcile.
The product is built around the idea of a brand. A brand is one business or client, and under each brand you connect one profile for each network, plus ad accounts. You pay for the number of brands, not for users, channels or posts, which is why Metricool is popular with agencies and freelancers who handle several small clients.
Key Features of Metricool
1. Networks, brands and publishing
Metricool connects Facebook Pages, Instagram Business and Creator accounts, Threads, Bluesky, LinkedIn, Pinterest, TikTok, YouTube, Twitch, Google Business Profile, a website or blog, and ad accounts for Meta, Google and TikTok. X is available only through a paid add-on, and LinkedIn is not on the Free plan. We found no Mastodon, Telegram, Snapchat or Reddit.
Most posts publish automatically. Instagram Stories with links, mentions or stickers, Reels with outside audio, and TikTok videos that use music outside the top 100 trending songs need manual publishing through a phone notification. Limits per network are in Metricool’s help center, for example 2,200 characters on Instagram, up to 10 images in an Instagram carousel, 35 images in a TikTok photo post, 3,000 characters on LinkedIn and 300 on Bluesky.
Metricool also supports first comments on several networks, Instagram collaborators and product tags, and labels for AI-generated content on Instagram, TikTok and YouTube.
2. Planner, bulk upload and autolists
The planner includes a calendar, best times to post, drafts, a feed preview, an image and video editor, a free image bank, and UTM links. Free allows 20 posts a month. Paid plans advertise unlimited posting, but a fair-use policy lets Metricool review accounts above 600 posts per brand per month.
Bulk CSV import has no stated limit, though Metricool recommends 50 posts per file. Autolists, which are reusable lists of posts with optional repeat and RSS feeds, are on every plan and hold up to 200 posts each. Recurring posts are on Advanced and Custom only. Canva and Google Drive integrations are on paid plans, and a post library of up to 250 posts per brand is on every plan, according to Metricool’s August 2026 update.
3. Analytics, competitors and ads
Analytics covers each network, including Reels and Stories, audience demographics, hashtag analysis and real-time web or blog analytics. Free keeps 30 days of watermarked analytics, and paid plans keep unlimited history. Follower counts for several networks cannot be recovered from before you connect, so history starts when you connect an account.
Competitor tracking gives Free 5 fixed profiles and paid plans up to 100, covering Facebook, Instagram, Bluesky and Twitch, with X and YouTube on paid plans. The ads section manages Meta, Google and TikTok campaigns and can create Meta and Google campaigns. Metricool Studio, an AI report builder, and campaign dashboards are limited on paid plans unless you buy the Advanced Analytics add-on, which starts at 12 dollars a month on Starter and 36 on Advanced.
4. Reports and white label
Starter and above can download reports as PDF or PowerPoint with your logo, send a monthly automated report and share a live link. Advanced adds custom report templates and a Looker Studio connector, which Metricool’s pages also call Data Studio. White label, with your own domain, logo, colors and emails, is on the Custom plan only, and Metricool does not publish its price.
5. Inbox and Flows
The inbox is on every plan and covers Facebook and Instagram comments and messages, TikTok and YouTube comments, Google Business reviews, X messages with the add-on, and LinkedIn comments on paid plans. It is limited: you can read and reply but not delete or hide comments, it keeps no message history, and LinkedIn direct messages are not supported.
Flows automate Instagram and TikTok: turn a comment into a DM, reply to messages by keyword, react to story replies and moderate comments. On the pricing page every Flows feature is marked no extra cost for a limited time on paid plans, and Metricool has not said what it will cost afterwards. Flows are not on Free, and Instagram’s first automated DM cannot contain a link.
6. SmartLinks, AI and MCP
SmartLinks is Metricool’s link-in-bio tool. It is available on paid plans, has analytics and themes, and uses a Metricool domain with no custom domain option. The AI assistant writes post text with credits per brand: 5 on Free, 20 per brand on Starter and 35 on Advanced, with no top-ups and no rollover. Metricool also has official Claude and ChatGPT connectors and an MCP server that work on any plan, including Free, within each plan’s limits, although the pricing matrix says limits apply on lower plans.
7. Teams, approvals and clients
Team members and roles start on Advanced, where they are unlimited. Roles include Analyst, Editor, Manager, Content Creator and Client, plus custom roles. The approval system lets you send posts to internal or external reviewers by email, with a rule that one or all reviewers must approve, and an auto-approve option. Clients can connect their own networks through a link without a Metricool account. Free and Starter allow one user only.
8. Mobile, extension, API and security
Metricool has iOS and Android apps for planning, analytics, inbox and approvals, but not for ads, SmartLinks or user management. They are its lowest-rated surface: 2.7 from 112 ratings on the App Store and 3.5 from about 1,970 reviews on Google Play. A free Chrome extension shares pages into the scheduler. The API, Zapier and Make are for Advanced and Custom. Two-factor authentication is optional and off by default, and a data processing agreement is available. We could not verify SOC 2, ISO 27001, single sign-on or a data-hosting region.
What Each Metricool Plan Includes
| Feature | Free | Starter | Advanced | Custom |
|---|---|---|---|---|
| Brands | 1 | Up to 10 | Up to 50 | 50 or more |
| Posts per month | 20 | Unlimited, fair use | Unlimited, fair use | Unlimited, fair use |
| No | Yes | Yes | Yes | |
| Analytics history | 30 days | Unlimited | Unlimited | Unlimited |
| Competitor profiles | 5 | 100 | 100 | 100 |
| PDF and PowerPoint reports | No | Yes | Yes | Yes |
| Custom report templates and Looker Studio | No | No | Yes | Yes |
| SmartLinks | No | Yes | Yes | Yes |
| Flows | No | Yes, free for now | Yes, free for now | Yes, free for now |
| AI credits per brand per month | 5 | 20 | 35 | Custom |
| Team members and roles | No | No | Unlimited | Unlimited |
| Approval system | No | No | Yes | Yes |
| API, Zapier and Make | No | No | Yes | Yes |
| White label | No | No | No | Yes |
Metricool Pricing
| Plan | Price | What is included |
|---|---|---|
| Free | 0 | 1 brand, 20 posts per month, 30 days of analytics, 5 competitors, AI assistant, MCP, no LinkedIn or X |
| Starter | 20 annual or 25 monthly for 5 brands; 36 or 45 for 10 brands | Unlimited posting with fair use, LinkedIn, PDF and PowerPoint reports, SmartLinks, Flows, 100 competitors, single user |
| Advanced | 53 annual or 67 monthly for 15 brands; 85 or 107 for 25; 159 or 210 for 50 | Starter plus team members, roles, approvals, custom report templates, Looker Studio, API, Zapier and Make |
| Custom | Contact sales | Custom brand count, white label, dedicated account manager, custom AI credits |
Metricool has one pricing page, and it opens on the annual view, so the headline prices of 20 and 53 are annual-billing rates. Monthly billing costs 25 and 67. Annual billing saves between 20 and 24 percent. Prices exclude VAT. Metricool does not publish a price per extra brand, so you move up a tier instead. X is a paid add-on at 10 a month per connected account, and older add-ons bought before July 2026 keep the old price of 5.
Who Is Behind Metricool?
Metricool Software S.L. is a Spanish company registered in Madrid, founded by Juan Pablo Tejela and Laura Montells. In September 2024 team.blue announced an investment in the company, with the founders staying on to run day-to-day operations and Axon Partners as a continuing investor. team.blue’s own release uses the word investment, and the deal value and stake were not disclosed, so we do not call it an acquisition. We could not verify who leads Metricool in October 2026.
What Users Say About Metricool
Trustpilot shows 4.1 out of 5 from 674 reviews, with 82 percent five-star and 12 percent one-star. It is a divided picture, and Trustpilot notes that Metricool replied to most negative reviews. Praise focuses on responsive support, an organized platform and easy connection of Instagram and TikTok. Complaints in recent one-star reviews describe support loops, a login problem after onboarding, confusion about what the Free plan excludes, and a mobile app error. Those are single-user claims we could not verify.
The mobile apps score lower than the web product: 2.7 on the App Store from 112 ratings and 3.5 on Google Play from about 1,970 reviews. G2 loaded blank and Capterra was behind a bot check, so we do not quote their numbers.
| What reviewers praise | What reviewers criticize |
|---|---|
| Responsive, helpful support | Support loops and bot-first escalation |
| Organized planning and performance tools | Free plan excludes LinkedIn and asks for card details to try paid features |
| Easy to connect Instagram and TikTok | Mobile app errors |
Metricool Pros and Cons
Metricool Pros
- A permanent free plan
- Brand-based pricing that suits agencies
- Analytics with unlimited history on paid plans
- PDF and PowerPoint reports, ads reporting and a Looker Studio connector
- Inbox and Flows included on paid plans
- Claude and ChatGPT connectors on every plan
- Cost per brand falls as you scale
- Team and approvals on Advanced with unlimited members
Metricool Cons
- X costs 10 per account per month extra
- LinkedIn is not on the Free plan
- Users and approvals start on Advanced
- The inbox cannot delete or hide comments and keeps no history
- Mobile apps are weakly rated
- No standard free trial and a strict 15-day refund window
- Flows price after the free promotion is unknown
- White label is sales-led with no public price
Who Should Use Metricool?
| If you are… | Fit | Why |
|---|---|---|
| A solo creator or freelancer | Good | The Free plan covers 1 brand with analytics |
| A small business with a few profiles | Good | Starter covers 5 brands for 20 a month |
| An agency with several small clients | Strong | Pricing is per brand, with reports and client links |
| A team that needs approvals | Fair | Approvals and users need Advanced |
| A brand that relies on X | Weak | X costs extra on every plan |
| An enterprise needing SOC 2 or SSO | Weak | Neither was verified |
Metricool Alternatives
| Alternative | Choose it if | Pricing basis |
|---|---|---|
| Buffer | You want per-channel pricing and a free plan | Per channel |
| Publer | You want more networks at a low per-account price | Per account |
| SocialPilot | You want flat plans with client seats | Flat plan |
| Agorapulse | You want an inbox on every plan | Per user |
Read our Buffer review, our Publer review or our SocialPilot review for a closer look, and see all of them side by side in our social media management tools guide.
How to Get Started With Metricool
- Step 1. Start free. Create an account and connect your first brand.
- Step 2. Connect your networks. Add one profile per network, and remember LinkedIn needs a paid plan.
- Step 3. Plan a week. Use best times and an autolist.
- Step 4. Check analytics. Review 30 days of data and add competitors.
- Step 5. Test a report. Paid plans export PDF or PowerPoint with your logo.
- Step 6. Count your brands. Match your clients to a tier before you upgrade.
Final Verdict
Metricool is a strong choice for analytics-led planning at a low price, especially for freelancers and small agencies. Its permanent free plan, brand-based pricing, reports and ads reporting are real strengths. Its weak points are the extra cost of X, team features locked to Advanced, an inbox with limits, and mobile apps that users rate poorly.
Choose it if you manage several small brands and care about reports. Skip it if you rely on X, need a strong mobile experience or want a long free trial. Start on the Free plan, then compare it with the tools in our guide to the best social media management tools.
To decide what to publish, see AiGrow’s Instagram content plan on the AiGrow blog.
Metricool Review FAQs
What is Metricool?
Metricool is a social media planner with analytics, reports, competitor tracking, an inbox, Flows and ads management, based in Madrid and part of team.blue’s investment portfolio.
How much does Metricool cost?
Free is 0. Starter is 20 a month on annual billing for 5 brands, or 25 monthly. Advanced starts at 53 annual or 67 monthly for 15 brands. Custom is by quote.
Does Metricool have a free plan?
Yes. It includes 1 brand, 20 posts per month, 30 days of analytics and 5 competitors, but no LinkedIn or X.
Does Metricool have a free trial?
Not as a standard offer. Trials are given through promo codes and need a card.
What is a brand in Metricool?
A brand is one business or client. Each brand can connect one profile per network plus ad accounts.
Does Metricool support X?
Yes, through a paid add-on at 10 a month per connected account on paid plans.
Does Metricool have an inbox?
Yes. It covers comments and messages on several networks, but you can read and reply only, and it keeps no history.
Does Metricool work with Claude and ChatGPT?
Yes. Metricool offers official connectors and an MCP server on every plan, within plan limits.
Is Metricool good for agencies?
Yes for small agencies, thanks to brand-based pricing, reports and client links, although white label needs a custom quote.
What do users say about Metricool?
On Trustpilot it scores 4.1 out of 5 from 674 reviews as of 7 October 2026. Praise centers on support and ease of use, and complaints cover support loops and the mobile apps.
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