Metricool combines social scheduling, analytics, reporting, inbox management and competitor tracking at a price that can be attractive for creators and small agencies. Its Free plan is a useful evaluation route, while Starter currently begins at $20 per month with annual billing or $25 month to month for up to five brands. The catch is that LinkedIn requires a paid plan, X costs extra per connected account, and the more advanced collaboration and integration tools begin with Advanced.
We found no retained account, publishing log, support conversation or genuine product screenshot behind the original 2024 article. That article also contains prices and limits that are no longer current. We have therefore rebuilt this page from current documentation and independent context, but we are not pretending that research is a hands-on test. This review remains unscored until Metricool completes the 30-day protocol below.
Metricool quick verdict
Metricool looks strongest for a solo marketer, creator or small agency that wants one calendar and one reporting layer across several networks. Starter is the likely value tier when LinkedIn, downloadable reports, longer analytics history and Canva or Google Drive matter. Advanced is mainly justified by team roles, approvals, custom reports, Looker Studio, API access or automation through Zapier and Make.
Do not buy from the headline price alone. Count brands correctly, add every X account, decide whether Advanced Analytics is necessary, and list the formats that still require native-app publishing. A scheduler can reduce repetitive work, but it cannot reproduce every feature available inside Instagram, TikTok, LinkedIn or YouTube.
Our position: use Free to validate connections and the calendar, then run a complete reporting month on Starter before considering Advanced. We are withholding a numeric score until reliability, support, reporting accuracy and cancellation have been tested with retained evidence.
Pros and cons
Pros
- A single workspace covers planning, analytics, reporting and inbox tasks.
- The Free plan does not require a payment card and has no time limit.
- Starter includes LinkedIn, downloadable reports and unlimited analytics history.
- Each brand can connect one profile from many major social and advertising platforms.
- Advanced provides approvals, team roles, API access and Looker Studio.
Cons
- Free is limited to 20 published posts per calendar month and excludes LinkedIn and X.
- X costs $10 per connected account each month on top of a paid plan.
- Advanced Analytics and hashtag tracking can materially increase total cost.
- Platform APIs leave gaps that require manual publishing or native-app work.
- There is not yet enough retained first-party evidence for us to score reliability or support.
What Metricool includes in 2026
Metricool organizes work into six practical areas: analytics, reporting, inbox, planning, SmartLinks and ads. The current connection list covers Facebook, Instagram, Threads, Bluesky, Pinterest, TikTok, YouTube, Twitch, Google Business Profile and paid-plan LinkedIn. X is available to paid plans as a separate add-on. Meta Ads, Google Ads and TikTok Ads can also be connected.
The planner supports images, videos and network-specific formats, along with bulk scheduling, best-time indicators, feed preview, reusable content and AI-assisted text. Analytics and reports bring organic, competitor, advertising and web data into the same broader workflow. SmartLinks provides a link-in-bio page, while the inbox collects supported messages and comments.
That breadth is the main reason to shortlist Metricool. The buying question is not whether the feature menu is long; it is whether the calendar, reporting and client workflow are accurate enough to replace the spreadsheets and native dashboards your team currently uses.
Understand brands before choosing a plan
A Metricool brand is a container for one business, client, location or identity. It can hold one profile from each supported network, one website or blog, and one account from each supported advertising platform. A business with Instagram, Facebook, TikTok and YouTube can therefore use one brand. Two Instagram accounts require two brands. Multiple Google Business Profile locations also require separate brands.
This makes Metricool's brand-based pricing potentially economical for clients with many different networks, but less economical for organizations with several profiles on the same network. Do not disconnect one client's profile and reuse the brand for another: Metricool warns that previous analytics and planner content remain associated with the brand and can produce mixed reporting.
Metricool pricing in 2026
Table tip: swipe horizontally to see monthly and annual prices.
| Plan | Brands | Annual-billing price | Month-to-month price | Best reason to upgrade |
|---|---|---|---|---|
| Free | 1 | $0 | $0 | Evaluate the calendar, basic analytics and supported connections |
| Starter 5 | Up to 5 | $20/month | $25/month | LinkedIn, reports, SmartLinks and unlimited analytics history |
| Starter 10 | Up to 10 | $36/month | $45/month | More clients or business identities without team workflow |
| Advanced 15 | Up to 15 | $53/month | $67/month | Approvals, roles, custom reports, API and Looker Studio |
| Advanced 25 | Up to 25 | $85/month | $107/month | A larger agency using the Advanced workflow |
| Advanced 50 | Up to 50 | $159/month | $210/month | Many brands before a custom agreement is necessary |
| Custom | 50+ | Quote | Quote | White label, account management and business integration |
These are public US-dollar prices checked July 22, 2026, before applicable VAT. The annual option is expressed as a monthly equivalent but is billed under an annual subscription. Subscriptions renew automatically. An upgrade takes effect immediately; a downgrade waits until the current billing period ends.
Free is useful, but the 20-post limit is easy to misread
Free includes one brand, up to 20 published posts per calendar month, 30 days of analytics history, five fixed competitor profiles, five AI credits per month and Metricool MCP. It excludes LinkedIn, X, downloadable reports, SmartLinks, Canva, Google Drive, Zapier, Make and Looker Studio.
The counter is based on publications, not calendar entries. The same content published to three networks counts three times. You can schedule more than 20 items, but only 20 will publish during the month. Free is therefore enough to test the workflow, but not enough for a daily multi-network schedule.
The add-ons can change the value calculation
- X: $10 per month for each connected X account on Starter or higher.
- Advanced Analytics: starts at $12 per month on Starter and $36 per month on Advanced, charged at account level.
- Hashtag Tracker: currently $25 per day for a tracked Instagram or eligible X campaign.
A Starter 5 subscription billed annually with two X accounts and Advanced Analytics would therefore be $52 per month before tax, not $20. Write the complete configuration beside the headline plan before comparing Metricool with another product.
Unlimited publishing still has a threshold
Paid plans describe publishing as unlimited, subject to fair use. Metricool currently sets a base activity threshold of 600 posts per brand per month. Exceeding it triggers a manual review, during which publishing can be paused. Compliant accounts can receive a custom higher threshold; activity considered spam can be suspended for the month. That is generous for ordinary editorial calendars, but it is not the same as an unconditional technical limit.
Planning and publishing: broad support, unavoidable gaps
Metricool can auto-publish many common formats, but social networks decide what third-party tools can do through their APIs. On Instagram, for example, professional Business or Creator profiles can auto-publish standard posts, Reels and Stories, yet Stories with links, mentions or interactive stickers require a manual notification. Reels may also require manual work when the desired audio is unavailable in Metricool's library.
Other examples include no LinkedIn articles or private-message synchronization, no TikTok overlay text or filters, no YouTube community posts or custom Shorts thumbnails, and no Instagram post editing after publication. These are not necessarily Metricool engineering failures, but they directly affect the workflow. Build a format matrix from your last 30 posts and mark each item as auto-publish, notification-assisted or native-only before migrating.
Analytics, reporting and approvals
Starter removes the short analytics-history window and adds PDF and PowerPoint reports. That may be enough for a freelancer sending straightforward monthly client reports. Advanced adds customizable report templates, complete team and client management, role controls, post approval, Looker Studio and API access.
The advertised feature is not the same as a useful report. A proper trial should compare a completed Metricool report with native platform totals, confirm date ranges and time zones, identify metrics that cannot be synchronized, and test whether a client can understand the report without a live explanation. It should also check how edits, failed publications and approvals appear in the audit trail.
AI assistant, MCP and integrations
The AI text assistant currently includes five monthly credits on Free, 20 per brand on Starter and 35 per brand on Advanced. Credits reset each billing cycle, do not roll over and cannot currently be purchased separately. The value therefore depends on actual output quality and credit consumption, not the presence of an AI button.
Metricool MCP is listed on every plan, including Free, although limits may apply. The traditional Metricool API, Zapier, Make and Looker Studio require Advanced or Custom. Canva and Google Drive begin with Starter. Teams considering automation should test authentication, available fields, rate limits, error handling and whether the integration can reproduce the manual workflow before treating it as a reason to upgrade.
Security, privacy and account controls
Metricool publishes privacy and processor terms that describe encryption or pseudonymization where appropriate, confidentiality and resilience measures, recovery capability and regular security evaluation. It also provides authenticator-app two-factor authentication, but 2FA is disabled by default and must be enabled manually.
For a business account, enable 2FA before connecting social profiles, use named users instead of shared credentials, review roles, and document which third-party networks and integrations receive data. Organizations requiring a specific hosting region, public SOC 2 or ISO evidence, a security questionnaire or detailed subprocessor commitments should obtain the current documentation directly during procurement; we did not find enough public evidence to make those assurances here.
Cancellation and refunds
A paid plan can be canceled from Plan & Billing and remains active through the current period before reverting to Free. Deleting the account does not cancel the subscription, so cancellation must happen first. App Store or Google Play subscriptions must be canceled through the relevant store.
Metricool currently offers a 15-calendar-day withdrawal window for the first purchase of a paid plan. Automatic renewals are not refundable, and there is no prorated refund for unused time after the withdrawal period. If a downgrade leaves fewer brand slots, the oldest brands are retained by creation date unless you delete unwanted brands before completing the change.
Who should choose Metricool?
- Choose Free to validate connections, the planner and basic analytics with a light publishing schedule.
- Choose Starter when a solo operator or small agency needs LinkedIn, reports, SmartLinks and longer history but not team approvals or API automation.
- Choose Advanced only when approvals, roles, custom reporting, Looker Studio or API access solve a documented workflow problem.
- Compare Buffer or Later when simple creator publishing matters more than cross-channel reporting and advertising data.
- Compare Sprout Social, Hootsuite or Sendible when social listening, governance, service workflows or a larger agency operation matters more than the lowest entry price.
Those alternatives are starting points, not a universal ranking. Compare the same number of brands or channels, users, approval roles, reports and add-ons. A cheaper headline plan can become the more expensive complete setup, and vice versa.
Our 30-day Metricool test plan
- Retain the plan, billing mode, brand structure, connected networks, permissions and 2FA state.
- Connect three representative brands and at least eight network profiles without reusing a brand.
- Schedule 60 representative posts across Instagram, TikTok, LinkedIn, YouTube and Google Business Profile.
- Record which formats auto-publish, require a notification or fail, including retry behavior and error messages.
- Compare publication time, media quality, captions, links and native engagement data with the source networks.
- Build a monthly client report and reconcile at least ten metrics against native dashboards.
- Test inbox completeness, mobile use and two real support cases with response and resolution times.
- If using Advanced, test two roles, one approval cycle, one Looker Studio report and one automation.
- Model annual total cost with every X account and analytics add-on, then test export, downgrade and cancellation instructions.
Only retained results from this protocol can support a Test & Reviews score. Review-site ratings and vendor documentation help us decide what to test; they do not substitute for our evidence.
Final verdict
Metricool appears to offer an unusually broad social media workflow for its entry price, especially when one brand contains several different networks. Starter is the sensible comparison point for serious use because Free's 20-publication limit, missing LinkedIn connection and short analytics window are restrictive. Advanced is a workflow purchase, not simply a better version: its value depends on whether approvals, roles, custom reports and integrations save measurable work.
The important cautions are transparent once you look for them. X, Advanced Analytics and hashtag tracking cost extra; publishing is constrained by both fair-use rules and network APIs; and renewals are generally non-refundable. We recommend testing a real monthly calendar and report on the smallest viable plan before committing annually. We do not yet have the first-party evidence to call Metricool excellent, poor or anything in between with a numeric score.
View current Metricool pricing — direct official link, not an affiliate link as of this update.
Frequently asked questions
Is Metricool free?
Yes. Metricool says its Free plan has no time limit and requires no payment card. It includes one brand, 20 published posts per calendar month and 30 days of analytics, but excludes LinkedIn, X and several reporting and integration features.
How much does Metricool cost?
Starter for up to five brands currently starts at $20 per month with annual billing or $25 month to month. Advanced for up to 15 brands starts at $53 per month annually or $67 month to month. Add X, Advanced Analytics, tax and other optional services to calculate the real total.
What is a brand in Metricool?
A brand is a workspace for one business, client, location or identity. It can connect one profile from each supported social network. Two profiles on the same network normally require two brands.
Can Metricool publish everything automatically?
No. Many standard formats can be auto-published, but network API restrictions mean some Stories, Reels, tags, audio, private messages and native formats require manual work or are unavailable through third-party tools.
Has Test & Reviews tested Metricool?
Not to our current evidence standard. The original 2024 article did not retain an account record, publishing log, support evidence or genuine product screenshots. This update verifies current public facts and defines the test required before we assign a score.
Sources and update record
Prices and product facts were checked against Metricool's official pricing page, help articles covering plans, add-ons and API access, Free-plan limits, brand structure, fair use, network API limitations, refunds and two-factor authentication. Independent user-review patterns were used only to identify test questions, not copied conclusions or a score.
