Metricool Review
Social planning, analytics, reporting, competitor analysis, and ad management for brands and agencies
Metricool bundles publishing, long-range analytics, competitor tracking, paid-ad reporting, PDF and PowerPoint reports, and agency controls unusually well. Advanced is where client management, white label, API access, and Looker Studio support appear.
Pros and cons
- Free manages one brand, schedules 20 posts monthly, tracks five competitors, and includes 30 days of analytics
- Starter offers unlimited publishing and up to ten brands from $20 per month
- Advanced includes white label, team and client management, API access, and a Looker Studio connector
- Published plans include PDF and PPT reports plus Google Drive and Canva integration
- Competitor analysis and paid social campaign dashboards are part of the product
- Free excludes LinkedIn and X connections
- Starter price changes with the number of brands
- White label and API access start on Advanced
- Advanced analytics and X access are separate additions on Starter
- Enterprise capabilities require a custom contract
What is Metricool?
Metricool is a social media management and reporting platform for people who need more than a calendar. It combines planner and approval functions with analytics, competitor profiles, ad reporting, campaign dashboards, SmartLinks, and reports. That breadth makes it useful when each client needs both scheduling and a presentable performance report.
Pricing is brand-based rather than seat-based. Free manages one brand, schedules 20 posts monthly, analyzes five competitors, and retains 30 days of analytics. Starter begins at $20 per month for up to five brands or $36 for ten brands, adding unlimited publishing, LinkedIn, PDF and PPT reporting, unlimited analytics history, Flows, and Google Drive and Canva integration.
Advanced begins at $53 per month for 15 brands and adds team and client management, role management, post approvals, white-label reporting, customizable report templates, Looker Studio, and API access through Zapier and Make. It has enough operating surface for a small agency without pretending that a calendar alone solves client delivery.
Core features
Planner, publishing, and approvals
Metricool’s Planner supports content planning and execution across its supported social connections. Free schedules up to 20 posts monthly, while Starter and above list unlimited content publishing. Advanced adds post approvals, team and client management, and roles for a defined handoff before content publishes.
Analytics, competitors, and campaign dashboards
Free includes 30 days of analytics and five competitor profiles. Starter raises competitor analysis to 100 profiles and gives unlimited analytics history, while Advanced adds Facebook and X analytics. Campaign Dashboards are listed with limited access on Starter and broader use at higher tiers.
Reports and white-label delivery
Starter includes PDF and PPT reports. Advanced adds customizable report templates, a Looker Studio connector, and white label, so a consultant can turn performance data into client-facing reporting without recreating it by hand.
Integrations, API, and MCP
Metricool lists Google Drive and Canva on Starter and API access through Zapier and Make on Advanced. Its navigation also presents Metricool MCP. The API is not listed as a Free or Starter entitlement.
SmartLinks, Flows, and AI assistance
Starter includes multiple link-in-bio pages, Flows, and the AI social media assistant. Free also lists the assistant, but with a narrower operating envelope. These tools supplement the planner with destination pages and workflow automation.
Pricing
| Feature | Free $0/mo | Starter From $20/mo | Advanced From $53/mo | Custom Contact sales |
|---|---|---|---|---|
| Brands | 1 | Up to 10 | Up to 50 | Custom |
| Scheduled posts | 20/month | Unlimited | Unlimited | Unlimited |
| Competitors | 5 | Up to 100 | Included | Included |
| PDF and PPT reports | ✗ | ✓ | ✓ | ✓ |
| Team and client management | ✗ | ✗ | ✓ | ✓ |
| White label | ✗ | ✗ | ✓ | ✓ |
| API and Looker Studio | ✗ | ✗ | ✓ | ✓ |
Who it is for
Advanced provides multi-brand management, approvals, white label, report templates, and client roles in one subscription.
The Free plan is a credible way to test planner, competitor, and reporting workflows for one brand.
Campaign dashboards and ad reporting make Metricool more relevant than a pure organic-post scheduler.
Verdict
Metricool is unusually complete for the price when a team needs to publish, measure, compare competitors, and report for multiple brands. The interface has more surface area than Buffer, but that is the tradeoff for agency reporting and integrations.
Frequently asked questions
What can a Metricool Free account do for one brand?
Metricool Free manages one brand, schedules up to 20 posts per month, analyzes five competitor profiles, retains 30 days of analytics, and includes its AI social media assistant.
Which Metricool plan includes white-label client reports?
Metricool lists white label on its Advanced plan, alongside team and client management, role management, and customizable report templates.
Does Metricool Starter include PDF and PowerPoint reporting?
Metricool Starter includes PDF and PPT reports, plus unlimited analytics history and multiple link-in-bio pages.
When does Metricool include API access and a Looker Studio connector?
Metricool lists its API through Zapier and Make and its Looker Studio connector on Advanced, not on Free or Starter.
Reviewed by Filipe Lins DuarteCo-Founder & CEOVast experience talking to customers and users to understand what good software looks like. Background spans commercial and product roles.
Checked by John RiceCo-Founder & CTO15+ years building tech products and web applications. Conducted hundreds of user interviews to know what a good product looks like.
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