Metricool Review

Metricool is a social media management tool that brings planning, publishing, analytics, and reporting into a single interface. It is positioned as a "digital Swiss Army Knife" for social media marketers, with more than 2 million professionals, agencies, and brands using it to manage their online presence.

From the homepage, Metricool emphasizes saving time by simplifying tasks, automating processes, and unifying tools. The platform supports major social networks and ad platforms, including Instagram, Facebook, TikTok, YouTube, LinkedIn, Pinterest, Google Business Profile, Twitch, X/Twitter (via add-on), and more. It also offers a mobile app so you can manage content and analytics from any device.

Metricool’s core promise is to help users schedule content, monitor performance, manage conversations, and generate reports without juggling multiple tools. The company stresses that the platform is built for everyone, regardless of skills, knowledge, or budget, and backs this up with a generous free plan and responsive customer support.

Metricool’s core value proposition is to act as a single hub for planning, publishing, analyzing, and reporting on social media and online ads. Instead of switching between native apps and spreadsheets, you can centralize your workflows in one interface that covers content, conversations, and campaigns.

The platform focuses heavily on time savings for social media managers and agencies. Features like a drag-and-drop planner, best-time-to-post suggestions, reusable content lists, and one-click reports are designed to reclaim hours each week. For agencies, the ability to manage multiple brands, collaborate with clients, and standardize reporting is particularly compelling.

Metricool also differentiates itself with integrated web and blog analytics, SmartLinks for link-in-bio, and a built-in AI Social Media Assistant. This combination makes it more than just a scheduler; it becomes a central analytics and content engine for your digital presence. However, some advanced automation and deep CRM-style features are outside its scope, so it is best seen as a social and ads command center rather than a full marketing suite.

Metricool’s feature set is broad, covering planning, publishing, analytics, inbox management, SmartLinks, ads, and team collaboration. The Planner is the centerpiece, offering a visual calendar with drag-and-drop scheduling, best times to post, autolists, auto publication, a social calendar, and the ability to repurpose posts between brands. You can maintain a post library, use an image and video bank, and access a built-in editor and hashtag search engine.

On the analytics side, Metricool provides social media metrics, reels and stories analytics, competitor analysis, web/blog real-time analytics, and hashtag analysis. Data retention is unlimited for most metrics on paid plans, with a 30-day limit for X/Twitter metrics when using the add-on. Reports can be generated in under five minutes, exported as PDF, PPT, or CSV, and customized with templates on higher tiers.

The Inbox consolidates comments and messages from connected networks so you can reply from one place. SmartLinks gives you a link-in-bio solution with multiple links, analytics, and branding options. Metricool also integrates with Google Ads, Facebook Ads, and TikTok Ads, allowing you to manage and measure campaigns alongside organic content. For teams, the Advanced and Custom plans add unlimited collaborators, role management, an approval system, Looker Studio connector, Zapier and Make integrations, and API access.

AI is woven into the product through the AI Social Media Assistant, which helps generate copy, captions, and variations. Paid plans increase AI credit limits and, on Advanced and Custom tiers, unlock features like “Adjust instructions”, MCP AI connection, and AI-powered scheduling and alt-text generation without additional credits. This makes Metricool a practical choice if you want AI assistance embedded directly into your scheduling workflow rather than relying on separate tools.

Metricool offers a Free plan plus three paid tiers: Starter, Advanced, and Custom. Pricing is available in both EUR and USD, with discounts for annual billing and different brand caps per tier. The free plan is genuinely free forever, not a time-limited trial, which lowers the barrier to testing the platform.

The Free plan includes management of one brand, planning up to 50 pieces of content per month, analytics with three months of historical data, analysis of five competitor profiles, and access to the AI Social Media Assistant with limited credits. It supports one profile per social network and web/blog analytics, but excludes LinkedIn and Twitter/X connections. This tier is best suited to solo creators or very small businesses testing structured social media management.

The Starter plan starts from €14/month (annual) or €18/month (monthly) in EUR, and from $18/month (annual) or $22/month (monthly) in USD. It manages all social accounts for your brands (excluding Twitter/X without the add-on), offers unlimited scheduling subject to fair use, LinkedIn connection, access to the Twitter/X add-on, analytics with unlimited historical data, up to 100 competitor profiles, downloadable PDF and PPT reports, multiple SmartLinks, and integrations with Google Drive and Canva. Brand limits scale from up to 5 brands at the entry price to 10 brands at higher price points.

The Advanced plan starts from €39/month (annual) or €49/month (monthly) in EUR, and from $45/month (annual) or $54/month (monthly) in USD. It includes everything in Starter plus unlimited team and client access, role management, a post approval system, customizable report templates, Looker Studio connector, Zapier and Make integrations, MCP AI connection, API access, and enhanced AI features. Brand limits scale from 15 to 50 brands with corresponding price increases.

The Custom plan is designed for agencies and organizations managing more than 50 brands. Pricing is “Let’s talk!”, with custom brand counts, publication limits, and integration capabilities layered on top of all Advanced features. Across paid plans, connecting X/Twitter requires a separate Twitter/X add-on priced at €5 or $5 per X account per month, and all listed prices exclude applicable VAT, which is calculated at checkout.

Metricool highlights a mix of expert reviews and user testimonials on its dedicated reviews page. Industry professionals such as Rachel Pedersen, Neil Schaffer, and Shane Barker describe Metricool as a robust platform that helps schedule, automate, and maximize social media efforts, even for teams managing dozens of clients. These endorsements emphasize efficiency gains and the convenience of having analytics and planning in one place.

One testimonial from a high-follower creator notes that Metricool replaced more expensive tools like Hootsuite and Buffer while still delivering strong functionality and support. The user explains that Metricool is offered as a value-add to agency clients, who reportedly love the experience. Support responsiveness is also praised, with questions said to be answered quickly and personally rather than through canned responses.

Additional quotes on the reviews page highlight how Metricool’s dashboard consolidates statistics from multiple channels and simplifies inbox management. Users report that the tool has changed how they manage both client and personal accounts, saving hours each week. Overall sentiment from the showcased reviews is strongly positive, focusing on ease of use, time savings, and the breadth of analytics available.

From a product perspective, Metricool delivers a well-balanced mix of scheduling, analytics, and collaboration features that will satisfy most social media professionals. The planner is intuitive, the analytics are deep enough for serious reporting, and the AI assistant adds a modern layer of productivity. The ability to manage ads and SmartLinks alongside organic content further strengthens its position as an all-in-one hub.

However, there are trade-offs to consider. Twitter/X connectivity requires a separate paid add-on per account, which can add up for X-heavy teams. Brand caps and tiered pricing mean that fast-growing agencies may need to upgrade sooner than expected, and some advanced automation or CRM-style workflows are beyond Metricool’s current scope.

In terms of usability, the interface is polished and accessible, with clear navigation between planner, analytics, inbox, and reports. The presence of a free plan and extensive educational resources, including a blog, tutorials, and social media schools, lowers the learning curve for new users. Strong customer support and partner status with Google, Meta, X, and Pinterest add credibility and reassurance for long-term adoption.

Overall, Metricool stands out as a strong choice for freelancers, in-house marketers, and agencies that want to consolidate social media and ad management without overcomplicating their stack. It is particularly compelling if you value integrated analytics and reporting, and if your workflows revolve around content planning rather than complex automation. For teams that primarily need ultra-fast content ideation and copy generation, pairing Metricool with a specialized AI writing tool can provide the best of both worlds.

Metricool is a mature, feature-rich social media management platform that offers excellent value, especially on its Starter and Advanced plans. The combination of a visual planner, robust analytics, SmartLinks, ads management, and AI assistance makes it a compelling replacement for juggling multiple tools. Its free-forever plan and strong educational ecosystem make it easy to try and adopt.

The main limitations are the extra cost for Twitter/X via add-ons, the need to upgrade as your number of brands grows, and the absence of very advanced automation or CRM capabilities. If your primary need is deep marketing automation or sales integration, you may still require additional platforms. But for day-to-day social media planning, publishing, and reporting, Metricool performs strongly.

We recommend Metricool for freelancers, small to mid-sized agencies, and in-house teams that want a reliable, analytics-driven social media hub. It is particularly suitable if you manage multiple networks, care about competitor tracking, and need polished reports for clients or stakeholders. With a solid feature set, responsive support, and transparent pricing, Metricool earns a high score in our evaluation.