Metricool review: plans, limits and fit for 2026

This Metricool review is written for marketing managers, founders and finance leads who need to decide whether a brand-based social media platform belongs in the budget. Metricool sells access by the number of brands you manage, where a brand is a client, company or project that holds one connection per network. That pricing model changes the math compared with per-seat tools such as those covered in our Hootsuite review and Sprout Social review, and compared with the per-channel model in our Buffer review. This page sits inside the Social Media Marketing Hub.

How this review was made. It is based on Metricool’s public pricing and help pages, its product documentation, its press releases and monthly product updates, and published independent user-review ratings. Kurums did not run a hands-on lab test, and nothing here describes a screen we operated ourselves. No vendor paid for or reviewed this page, and it contains no affiliate links. Facts were checked between October 27 and October 29, 2026. Metricool’s live pricing page could not be opened in our research session, so prices come from Metricool’s own plan articles and help center, cross-checked against independent price trackers where noted.

What is Metricool and who is it for?

Metricool is a social media management platform headquartered in Madrid. It combines a content planner, analytics, ad reporting, competitor tracking, an inbox, reports and a link-in-bio tool. Its May 2026 press release says it is used by more than four million professionals, a vendor figure that has not been independently verified.

The core unit is the brand. Metricool’s help center describes a brand as a container for the social and ad accounts of one business or identity. Each brand holds one connection per network, covering a website or blog, Facebook Page, Instagram Business or Creator account, Threads, X, Bluesky, LinkedIn, Pinterest, TikTok, Google Business Profile, YouTube, Twitch, Meta Ads, Google Ads and TikTok Ads. Plans cap the number of brands, not the number of connections. A 10-brand plan can therefore connect up to 10 Instagram accounts, 10 Facebook Pages and so on, one per brand.

That structure favors agencies and freelancers with 5 to 50 clients, single-brand companies that want a permanent free plan with analytics, and managers who send a monthly performance report to leadership. It favors less the enterprise team that needs conversation routing or a formal listening program. For those buyers, see the enterprise-focused Sprinklr review and our guide to choosing social media platforms.

What does Metricool cost in October 2026?

As of October 2026, Metricool has four tiers: Free, Starter, Advanced and Custom. Paid prices depend on how many brands you pick, and annual billing is described as saving up to 24 percent. Entry prices are $20 (Starter) and $53 (Advanced) a month on annual billing, or $25 and $67 month to month.

Prices in US dollars as of October 2026, before VAT. Annual prices for every tier and monthly prices for the entry Starter ($25) and entry Advanced ($67) tiers come from Metricool’s own plan articles. *Monthly prices for the 10-brand Starter, 25-brand Advanced and 50-brand Advanced bundles come from independent price trackers (Outfeed, checked September 30, 2026, and Blotato, checked September 8, 2026), not from a Metricool page we could open. Euro list prices on Metricool’s site are lower in number (for example 16 euros and 43 euros a month on annual billing for the entry Starter and Advanced bundles). Confirm on Metricool’s pricing page before purchase.

What do the add-ons cost?

Two add-ons change the real bill. According to Metricool’s plans and add-ons article, the X (Twitter) add-on costs $10 a month or $120 a year per connected X account, requires Starter or higher, and covers one X account per brand. The Advanced Analytics add-on is paid plans only, billed per account for all brands, from $12 a month on Starter or $36 a month on Advanced. It unlocks expanded Metricool Studio, Campaign Dashboards and Detailed Analytics. The pages we read do not explain why X is priced separately. Our guide to X API pricing covers the cost pressure that platform access puts on every scheduling vendor.

What does a realistic bill look like?

These are Kurums calculations from the published prices, not quotes. A single company that needs LinkedIn pays $20 a month on annual billing for the 5-brand Starter bundle. A 12-client agency that wants approvals and API access needs Advanced at 15 brands, $53 a month annual. If all 12 clients also connect X, add 12 times $10, which brings the total to $173 a month, or $209 with the $36 Advanced Analytics add-on. On a full bundle, annual prices work out to about $4.00 per brand (Starter, 5), $3.60 (Starter, 10), $3.53 (Advanced, 15), $3.40 (Advanced, 25) and $3.18 (Advanced, 50). The pages we read publish no seat price and no cap on team members, so ask for the seat position in writing.

What can Metricool do for publishing, inbox, analytics, approvals and AI?

Metricool covers planning, publishing, analytics, approvals and AI assistance well, and its inbox and listening are the thin spots. Everything below is drawn from Metricool’s help center and release notes, not from our own testing.

Publishing and planning

The planner is a drag-and-drop calendar with per-network previews, best-time suggestions, autolists and CSV bulk upload. An August 26, 2026 update added a Kanban view for the post library and raised library capacity from 50 to 250 posts per brand. Paid plans have no monthly post cap, but a fair use policy applies: the base threshold is 600 posts per brand per month, and above it Metricool manually checks the account and can pause publishing during review. On Free, you can schedule more than 20 posts, but only 20 publish per month.

Inbox

The inbox handles Facebook and Instagram comments and messages, TikTok comments for business accounts, X direct messages, LinkedIn comments and mentions, Google Business Profile reviews, and YouTube comments. Metricool’s own documentation lists its limits: no assignment of conversations, no automatic replies from the inbox itself, no stored history, no notifications for new items, and one inbox per brand with no unified multi-brand view. Saved replies exist as templates. Separately, a feature called Flows automates keyword-triggered comment and DM replies on Instagram, comment replies on TikTok, and automatic reposts on X, and it is included on Starter, Advanced and Custom. If your team routes customer questions to named agents, this is the area to test hardest.

Analytics, listening and competitors

Analytics span engagement, reach, follower growth, audience data and website traffic, with network-specific views. Detailed TikTok analytics (February 2026) and LinkedIn analytics (March 2026) are Advanced features. Competitor tracking works on Facebook, Instagram (linked through Facebook), Threads, X (paid add-on), Bluesky, YouTube and Twitch, with up to 100 competitors per network on paid plans and 5 fixed competitors on Free. It does not cover LinkedIn, Pinterest or TikTok. We found no dedicated social listening product in the pricing or help pages we read. Hashtag tracking exists, and Metricool lists Facebook brand-mention listening among features its API does not support. Teams that need keyword listening across the open web should price a separate tool.

Approvals and teams

Approvals require Advanced or Custom. Reviewers can be Metricool users with a Client role or external reviewers added by email, who act through a portal link. Each post uses one of three rules: one approval is enough, everyone must approve, or auto-approve if no one rejects. A rejection always stops publication. Metricool’s help article does not describe multi-level or sequential stages, so a legal-then-brand-then-client chain would need to be run outside the tool. An August 2026 update lets external reviewers comment without rejecting, on Advanced only.

AI features

The AI assistant writes captions, ideas and variations, and monthly credits scale by plan: 5 on Free, 20 per brand on Starter and 35 per brand on Advanced. Metricool Studio, available from May 27, 2026, builds reports from plain-language prompts across brands and languages and shares them by public link. Metricool also offers an MCP connection on every plan including Free, and announced official connectors for Claude and ChatGPT on September 10, 2026. Metricool’s pages do not say which plans include Studio, so confirm that before buying.

How good is Metricool at ads reporting, reports, link-in-bio and agency work?

Ads and reporting are Metricool’s strongest argument. Meta Ads, Google Ads and TikTok Ads can all be connected, and Metricool’s June 15, 2026 guide says campaigns can be created and managed in-app for Meta and Google, while TikTok Ads is monitor-and-analyze only, with campaign creation in TikTok Ads Manager.

Reports are tiered. PDF and PowerPoint downloads start at Starter. Custom report templates, Looker Studio (Data Studio) and Zapier or Make connections, and automated monthly sending start at Advanced. Campaign Dashboards group organic posts and ads into one view, and Metricool Studio answers questions about that data in plain language. Daily ad sync is a paid-plan feature that excludes TikTok Ads, and one G2 reviewer on the page we opened noted delayed TikTok ad data. For deeper background on paid media, see our Meta Ads guide and the Digital Ads pillar.

SmartLinks is the link-in-bio tool: buttons, images, icons for social profiles, email, WhatsApp, phone and location, plus tracked visits and clicks per button. It requires a paid plan. White label sits on the Custom plan: Metricool’s help center says Route 1 (Whitelabel settings) needs the Custom package, and covers logos, client and role setup, and branded emails, while a second route in account settings covers report branding. The help article does not mention custom domains.

If your measurement approach is still forming, our guide to which social media metrics matter will help you decide which of these dashboards to build first.

How well does Metricool support Meta, X, Pinterest, YouTube and TikTok?

Metricool covers all major networks for publishing except WhatsApp, which is not in its list of connectable networks. Support is real but uneven, and each network has gaps listed in Metricool’s own documentation. The table summarizes what its help center says as of October 2026.

Several of these gaps are platform decisions. Metricool tells users that when a network’s API lacks a feature, the workaround is to schedule the post and finish it manually in the native app. For channel-specific tactics, see our Instagram marketing strategy and Threads marketing strategy guides, and the TikTok marketing hub. TikTok advertisers should also read our note on Meta banning TikTok ads.

Does the Meta link cap affect Metricool users?

Metricool’s pages we read do not mention the Facebook link cap, so any effect comes from Meta’s rule and not from the tool. TechCrunch reported on December 17, 2025 that Meta was testing a two-link-per-month limit for professional accounts and Pages unless they pay for Meta Verified, which starts at $14.99 a month. A September 19, 2026 report said the limit was expanding, publisher Pages are exempt, and Meta One for Business packages include a tiered number of links in Instagram posts and Reels. Meta has not said whether the cap will reach all business Pages. Read our coverage of the Meta link cap and Meta One. A tool that schedules link posts cannot lift the cap, so test your own Page in the pilot.

What do independent user reviews say about Metricool?

Independent ratings are favorable but come with uneven review counts. We opened the pages below between October 27 and 29, 2026. Scores on these sites move over time, and none of these numbers are Kurums ratings.

Three patterns recur. Reviewers like ease of use and breadth for the price. Support draws praise from many and complaints from some, including a wait to reach a human after the AI chatbot. Billing surprises appear in several places: the X add-on, features gated to higher tiers, and auto-renewal. Trustpilot said Metricool had not recently invited customers to review, so its sample may skew toward people with something to say.

What are the strengths and weaknesses in this Metricool review?

The balance favors Metricool when reporting and per-brand cost drive the decision, and disfavors it when a team needs conversation management or formal listening. The table separates what the documentation and reviews support from the gaps worth testing.

Who should choose Metricool and who should look elsewhere?

Choose Metricool if you manage between one and 50 brands and your main outputs are published posts and performance reports. Look elsewhere if your main need is shared customer care, enterprise listening, or a tool priced by channel for a very small footprint. The comparison below uses figures from our own comparison pages, which are dated and should be re-checked.

• Buffer. Better for a creator or small team that only schedules. Per our Buffer review and free scheduler comparison, Buffer’s free plan covers three channels with ten queued posts each and includes LinkedIn and X, which Metricool Free does not.
• Hootsuite. Better when approvals, permissions and a shared inbox for larger teams matter more than cost per brand. See the Hootsuite review. Seat pricing is the trade-off.
• Sprout Social. Better for analytics depth, engagement and customer care at a premium seat price, covered in the Sprout Social review.
• Zoho Social. Our free scheduler comparison lists it with six free channels for one brand including X and LinkedIn, an option when Metricool Free’s network exclusions block you.

For side-by-side tables, use our best social media management software comparison and scheduling software comparison. If you are building the plan that the tool will execute, start with the social media marketing strategy guide.

How should you run a 14 or 30 day Metricool pilot?

Run the pilot on real brands, with a written pass or fail list, and treat the Free plan as the first test bed. Metricool describes Free as having no trial and no expiration. The pages we read do not mention a paid-plan trial, so ask sales whether you can test Starter or Advanced features before committing.

1. Days 1 to 3, setup. Create brands using one brand per profile per platform. Connect every network you need, including LinkedIn and X, which require a paid plan.
2. Days 4 to 10, publishing. Schedule a week of posts per network, including a Reel or Short, a carousel and a link post on Facebook. Note which features force a manual finish in the native app.
3. Days 11 to 18, inbox and approvals. Send comments and direct messages from a test account. Check reply windows (24 hours or 7 days for Instagram messages depending on connection), the lack of notifications, and an approval round with an external reviewer.
4. Days 19 to 25, reporting. Connect Meta Ads and Google Ads if you use them. Build one scheduled PDF report, one Looker Studio view if on Advanced, and one Metricool Studio question. Compare the numbers with the native platform dashboards.
5. Days 26 to 30, cost check. Count brands, X accounts and add-ons, then recompute the monthly total.

Which contract questions should you ask before signing?

• When and how does the plan renew, and can a switch from annual to monthly be done without a support ticket?
• Is there a limit on team members or client seats on Advanced, and is it in writing?
• Which plan includes Metricool Studio and Advanced Analytics features you tested?
• What is the price for X accounts and the Advanced Analytics add-on, and are they billed per account or for all brands?
• What happens to brands, saved reports and analytics history if you downgrade or cancel, and what export formats exist?
• Does your posting volume approach the 600 posts per brand per month fair use threshold?

Frequently Asked Questions