Metricool Review 2026: Features, Complaints and Who It Suits

Metricool is a social media management tool from Spain that started as a way to measure a blog and grew into a planner, an analytics suite, a competitor tracker, an ads dashboard and an inbox in one place. Its pricing page lists a free plan for 1 brand and a Starter plan from $25 a month that covers up to 5 brands, as of 23 October 2026. That price per brand is the main reason people choose it, and the reviews back it up: the analytics, the scheduling and the value come up again and again.

Our overall score is 4.2 out of 5. Metricool earns high marks for analytics, reporting and value: full analytics history, up to 100 competitors and PDF reports with your logo for $25 a month is hard to match. It loses points in three places. The mobile app is rated far below the web product, with 2.6 stars on the US App Store. X costs $10 a month per account on top of any paid plan and is not available on the free plan at all. And the features a team needs, such as roles, post approval and the API, start on Advanced at $67 a month.

Metricool suits agencies and freelancers who manage several small brands and send monthly reports, and marketers who make decisions from numbers. It is a weaker fit for a team that needs an inbox with assignments, a creator who works mostly from a phone, and anyone whose main network is X. Every claim on this page is linked to the page it came from, and the section on how we reviewed Metricool says exactly what we read and what we could not check.

Metricool's about page tells the origin story plainly. In 2014 Laura was writing a blog about motherhood, and her question about it shifted from what to post to whether it had worked. The tools that could answer felt built for analysts, so she and Juanpa, both software engineers, built a simpler one called Bloggerespacio. It became Metricool in 2015, the same year it got its first paying user. The team went fully remote in 2020, passed its first million clients worldwide in 2022 and joined team.blue in 2024.

The legal owner is Metricool Software SL, registered in Madrid, according to the legal notice. Metricool's site is published in seven languages: English, Spanish, French, German, Italian, Dutch and Portuguese. That European base shows in the reviews too. Of the reviewers on Metricool's G2 page who list a region, 55 are in Europe and 30 in North America, and the Spanish App Store rates its mobile app well above the US one, as the ratings section shows.

The user numbers vary by page, which is worth knowing before you repeat one. The about page says more than 4 million professionals use Metricool, the reviews page says more than 3 million, and the description Metricool wrote for its G2 listing says more than 3.5 million. None of the three says how a user is counted, so treat them as a sign of scale rather than a precise figure.

The product's own description of itself is the clearest summary of what it is for: Metricool says it was built for what happens after you post. That is the right way to judge it. It is first an analytics and reporting tool that also schedules, not a content creation tool, and the strongest reviews are from people who measure and report for a living.

We did not run a paid Metricool account for this review, and we did not open a free one. Everything here comes from sources anyone can check, read on 23 October 2026 unless another date is given, and linked where it is used.

From Metricool itself we read the pricing page, the about page, the legal notice, the reviews page, the pages for competitors, ads and Flows, the September 2026 product update, the launch post for the Claude and ChatGPT connectors and 17 help center articles: the free and paid plan comparison, plans and add ons, the X add on, brands, historical data, reports, the Looker Studio connector, the inbox, the approval system, manual publishing by notification, the AI assistant, SmartLinks, the mobile app, the MCP, the fair use policy and the refund policy.

For public opinion we read the G2 reviews page through an Internet Archive copy dated 14 October 2026, because G2 blocks scripts. We read the Trustpilot page, the App Store listings in the US and Spain and the Google Play listing on 23 October 2026, including the reviews shown on each and Metricool's replies. Reddit also blocks scripts, so we read two r/socialmedia threads about Metricool through Internet Archive copies saved in March and August 2025. We also read the titles, descriptions and chapter lists of the three YouTube videos embedded here: Metricool's own guide to its plans, a sponsored walkthrough and an unsponsored one from a virtual assistant who pays for it.

We could not read Capterra. It refused our requests, and we found no recent public copy, so this review gives no Capterra score rather than repeating one we could not see. Where we summarize complaints, we give the site, the month and the number of reviews we saw, and we add Metricool's answer when it published one. The ratings out of 5 at the end are our judgment from those sources, not a lab test. Spreadcast makes a different kind of product, which is named in its own section near the end, and Metricool has no relationship with us.

The free plan is permanent, not a trial, and it needs no card. Metricool's article on free and paid plans sets its limits: 1 brand that you can rename but not delete or replace, 20 posts a month, 30 days of analytics history with a watermark, 5 fixed competitors on Facebook, Instagram, Bluesky and Twitch that you cannot swap later, and 5 AI credits a month. It cannot connect LinkedIn or X, and it has no report downloads, no SmartLinks, no hashtag finder, no Post library, no Canva or Google Drive, no Looker Studio and no Zapier or Make.

The 20 post limit is easy to misread. Only posts that are actually published count, the counter resets on the 1st of each month, and a post sent to several networks counts once per network. So one post on Instagram, Facebook, TikTok and Threads uses 4 of your 20. You can schedule more than 20, but only 20 will go out that month, and if you drop down from a paid plan mid month, the posts you published earlier that month still count.

Within those limits the free plan is genuinely useful for one small brand. It publishes automatically, has the inbox, shows best times to post and includes the Metricool MCP, so Claude or ChatGPT can read your numbers and draft posts for you. Five posts a week to one network fits inside it.

The complaint we saw most from free users is the history window. A reviewer on the US App Store in October 2026 called the free plan a demo after linking TikTok and seeing 30 days of data, and a Google Play reviewer in May 2026 wrote that the free history had been cut from 90 days to 30. Metricool's reply on the App Store was that the free plan is free forever and is not meant to replace each network's own analytics. Both points are fair: if your network's own app already shows you 30 days, the free plan's value is in seeing all your networks in one place, not in seeing further back.

Everything in Metricool is counted in brands. Metricool's article on brands describes a brand as a folder for one client, company or project, holding one profile per network: one Instagram account, one Facebook Page, one TikTok profile and so on. A plan with 10 brands can therefore hold up to 10 Instagram accounts, one in each brand, but never two Instagram accounts in the same brand.

That model is generous for agencies, because a small client with four networks costs the same as a large one with eleven. It is awkward in two cases. A business with several locations on Google Business Profile needs one brand per location, and a company with a Facebook Page for each country needs one brand per Page. Combining those in one report then takes the Looker Studio connector on Advanced.

Metricool also warns against reusing a brand for a different client by swapping its profiles. The old analytics stay in the brand and mix with the new profile's data, and drafts and scheduled posts stay attached to the brand, so reports can end up blending two businesses. The advice is to create a new brand instead.

When a plan shrinks, by a downgrade or a cancellation, Metricool keeps the oldest brands by creation date and hides the rest, per its plans and add ons article. Hidden brands are not deleted. If you want to keep a newer brand, delete the ones you do not need before you confirm the change, because the choice cannot be made afterwards.

The planner is where most people spend their time in Metricool, and reviewers like it. It is a calendar you can drag posts around in, with best times to post shown as percentages for each network based on your own account data, a feature G2 reviewers single out by name. Around the calendar sit autolists for recurring content, an RSS feed import, a post library, an image and video bank with an editor, a hashtag search, polls, PDF posts, music on scheduled videos and post promotion, all listed on the pricing page.

Publishing is automatic on most networks and on the free plan too. Some formats go out by notification instead. Metricool's manual publishing guide lists Instagram Stories with links, mentions or interactive stickers, Reels with audio outside Metricool's library, and TikTok videos with music outside the Top 100 trending songs or with effects. At the scheduled time the media lands in your phone's gallery, the caption is copied, and you finish the post in the Instagram or TikTok app. That is the step the mobile app has to get right, and an App Store reviewer in August 2026 said it often failed to load when they needed it. Our Metricool alternative page covers the rules for each network.

Teams get an approval system on Advanced. Metricool's approval guide lets you send a post to teammates or to an outside reviewer by email, who does not need an account, and choose whether one approval is enough, everyone must approve, or the post goes out unless someone rejects it. A rejection always stops the post, and editing a post after sending it resets the review. Users with the Content Creator role must send every post through approval. It is a solid system, and its only real drawback is the price step to reach it.

Two smaller points from reviews are worth knowing. A G2 reviewer in May 2026 said uploading carousels through autolists was error prone and used the planner instead, and a G2 reviewer in August 2026 said tagging people on LinkedIn did not always find the person. Metricool replied to the second that it may come from how LinkedIn's API returns search results and asked for examples.

Analytics is what Metricool does best. Paid plans keep your history without a limit, and the dashboards cover each network on its own, a summary across networks, your website or blog in real time and your competitors. G2 reviewers who praise Metricool mention the analytics in the same breath as the scheduling, and agencies use it to show clients what worked.

How far back you can see depends on the network, and Metricool's article on historical data is unusually frank about it. A first connection shows the previous 30 days. On a paid plan you can ask support in the chat to sync more, usually back to 1 January of the previous year, which takes 30 to 45 minutes. The limits per network are tighter: Pinterest gives 90 days, Threads about 3 months, Bluesky and YouTube 30 days, LinkedIn company pages 12 months and personal profiles about 3 months. A new X connection brings in the last 5 days or 100 posts, and complete X metrics need Advanced, since Starter shows them only in part.

One rule matters more than the rest: follower counts on X, TikTok, Instagram, Threads, Bluesky and personal LinkedIn profiles, YouTube subscribers and Instagram Stories cannot be recovered. They are recorded only from the day you connect and only while the account stays connected. If you think you will want a follower chart for a client next year, connect the account now, even on the free plan.

Metricool keeps adding metrics. Its September 2026 product update split YouTube views into views and engaged views, added Instagram followers gained and lost for accounts with 100 followers or more, and added metrics for Instagram collaboration posts. New metrics usually start from the day they are added, so their history is short at first.

Reports are the reason many agencies pay. Metricool's reports guide puts them on Starter and above: pick a period, a language, the networks and your logo, and download a PDF or a PowerPoint file. You can email a report to one or more recipients automatically every month, with a PDF link that never expires, and a download manager keeps your last 100 manual reports with share links that open without signing in. One privacy point: deleting a report from the list does not disable a link you already shared.

Custom report templates start on Advanced, and that is where the main reporting complaint lands. A G2 reviewer in August 2026 found the exported templates inflexible and was copying numbers into client documents by hand. Metricool replied by pointing to custom templates on Advanced, the Looker Studio connector and Metricool Studio, which builds charts and tables from a plain language prompt. On Starter, Studio and Campaign Dashboards come with a small allowance, and the Advanced Analytics add on removes the cap.

The Looker Studio connector is available on Advanced and Custom. It covers every brand in the account, with an intelligent connector that pulls all fields for one brand into one data source, and options to blend brands by a fixed list or by a name pattern. Metricool's own note on mismatched numbers explains the differences you will see: Looker Studio receives data in UTC and can include today, follower totals can inflate when summed by month, and some Meta ads metrics are fetched live rather than stored.

For an agency that sends a branded monthly report to each client, this is the strongest part of Metricool. For a solo marketer, the PDF on Starter is usually enough, and the Looker Studio route is worth it only if you already build dashboards there.

The inbox brings comments and messages into one screen. Metricool's inbox guide lists what you can answer: comments and private messages on Facebook and Instagram, comments on TikTok business accounts, private messages on X, comments and mentions on LinkedIn pages and personal profiles, reviews on Google Business Profile and comments on YouTube videos and Shorts. Messages can be filtered by network and type, notes can be added to a conversation and saved replies speed up repeat answers.

The same guide is honest about the gaps, and they matter for teams. There are no push or email notifications for new messages, so someone has to check the inbox. Conversations cannot be assigned to a person. There are no automatic replies, only saved replies you insert by hand. Each brand has its own inbox, with no combined view across brands. Nothing can be deleted or hidden from Metricool, and Meta limits replies to private messages to 7 days on Facebook and on Instagram connected through Facebook, and 24 hours on Instagram connected directly.

Reviews reflect this. A US App Store reviewer in July 2025 said the inbox in the app either did not load or showed old messages, and a G2 reviewer in August 2026 who praised the unified inbox said live chat support was slow on agency level issues. For a freelancer answering a few comments a day, the inbox is fine. A customer care team that routes messages between people needs a tool built for that, such as Hootsuite or Sprout Social in the alternatives below.

On 10 September 2026 Metricool launched official connectors for Claude and ChatGPT, open to every user including the free plan. Metricool's MCP limits page says a connected assistant can view your brands, query analytics including connected ad accounts, check best times, create and edit scheduled posts and send posts for review, all inside your plan's limits. On the free plan that still means 20 published posts a month and 30 days of data.

It cannot reach the inbox, post comments, SmartLinks, Google Business Profile reviews, autolists, Canva or Drive files, or ads campaign management. The separate Metricool API, which an assistant can also use through a token, needs Advanced. In practice the MCP is a convenient way to ask questions of your numbers and draft a week of posts in a chat, and it costs nothing extra.

Our Metricool MCP guide covers the setup in Claude, ChatGPT and other clients step by step, and compares it with other social media MCP servers.

Metricool has apps for iPhone and Android, and the reviews split sharply between the web product and the app. Metricool's mobile app guide lists what the app does: plan, edit and duplicate posts with files up to 500 MB, see a basic view of best times, write with the AI assistant, use the Post Library, Google Drive and Canva, read analytics, answer the inbox, generate reports and approve posts.

The same guide lists what stays on the web: editing a post separately for each network, scheduling threads, Adobe Express, social calendars, SmartLinks, ads, user management, report templates and buying or changing a plan, except plans bought through an app store. Image editing works in the app, and video editing is web only.

On the US App Store the app had 2.6 stars from 117 ratings on 23 October 2026, with version 3.24.7 released on 8 October. On the Spanish App Store it had 4.0 from 133 ratings, and on Google Play 3.5 from about 1,990 reviews, with more than 500,000 downloads. The US reviews shown on the listing follow one pattern: people like the web version and find the app unreliable, with the app failing to load for manual posts, an inbox that does not refresh and lost work when a post failed to save.

Metricool's replies on both stores describe the app as a complement to the web version, and that is the right way to use it. Plan and analyze on a computer, and use the phone to approve posts, answer comments and finish the posts that go out by notification. If your work happens mainly on a phone, test the app on the free plan before paying.

The spread from 4.5 to 2.6 looks alarming until you split it. G2 and Trustpilot rate Metricool as a whole, and most of those reviewers use it in a browser. The App Store and Google Play rate only the app, and their reviewers are the people who tried to use it on a phone. The gap is a fair signal about the app, not about the product.

Each site also has its own bias. On G2, half of the ten reviews shown first in the 14 October 2026 copy came through G2's invitations rather than unprompted, and four of those carry G2's incentivized label, which means the reviewer was offered something for writing it. That is normal on G2 and disclosed, but it lifts averages. On Trustpilot, 7 of the 14 five star reviews on the first page on 23 October named a support agent or the support chat, which suggests many are written after a good support conversation.

Trustpilot is also the most polarized: 81 percent five star, 13 percent one star and only 6 percent in between. That shape usually means a product that works well for most people and badly for a few, and the one star reviews there are mostly about support speed, posts that did not go out and billing, covered in the complaints table below.

Taken together, the ratings say the same thing as Metricool's own documentation: a strong web tool for scheduling and analytics, a weaker mobile app, and support that is praised often but not always fast.

G2 builds a summary of themes from its reviews. In the archived copy, the most mentioned positives were scheduling and ease of use, 9 reviews each, then multi platform support, centralized management and analytics, 8 each. The reviews behind them describe the same things in different words: one calendar for every network instead of logging into each, best times shown as percentages, clean reports a client can read, and, for one reviewer, competitor benchmarks that became a daily habit.

Support is the other strong theme. On Trustpilot, half of the recent five star reviews thank a named agent for fixing something quickly, from restoring a deleted account to solving a sign in problem. One September 2026 reviewer gave five stars after a smooth refund and cancellation, even though the product had not fit their needs. Metricool's pricing page makes the same point about itself, describing support as real people helping real people.

Value is the third. Reviewers on G2 call it good value for money, and the two Reddit threads below are full of people who moved from Hootsuite for price reasons. At $25 a month for up to 5 brands, the price per brand is $5, which is why freelancers and small agencies keep coming back to it. Metricool's own reviews page features two agencies, one managing more than 100 law firms and one with more than 90 healthcare clients, which is a fair picture of who gets the most out of it.

Reddit is where many people search for an unvarnished opinion, and the two most cited threads about Metricool are both in r/socialmedia. They are old, so read them as background. The first, from December 2022, had 27 comments when it was archived. A social media manager at a small company, moving off Hootsuite, asked whether Metricool was any good for about $150 a year. Replies were mixed: some had used it for a year without problems, one had occasional trouble posting to TikTok and Facebook, one could not tag people on LinkedIn, and two called it buggy. One commenter claimed Metricool got their Facebook account shut down, and others in the thread doubted that account.

The second, from June 2023, had 32 comments. A volunteer for a nonprofit asked about a budget way to post to several networks. Most replies were short and positive about crossposting, ease of use and the number of metrics, and one user noted that X statistics were not on the free plan because X's API was no longer free. Another commenter pointed out that many replies looked like bots, founders of two competing schedulers pitched their own tools, and a later reply complained that Reels were rejected for size.

What we take from Reddit: the praise and the complaints match the newer reviews on G2 and Trustpilot, which makes both more credible, but the threads predate the July 2026 X price rise and the 2026 redesign. Any thread recommending Metricool for X on a small budget is now out of date. Reddit blocks scripts, so we read both threads through Internet Archive copies saved in 2025 and summarized them rather than quoting.

For most of the people it is built for, yes. The clearest way to see it is to price real setups from the public price list, monthly billing and before VAT.

A freelancer with five small clients on Instagram, Facebook, TikTok and LinkedIn pays $25 a month on Starter, which is $5 a client, and sends each one a PDF report with their own logo. The same five clients on a tool priced per channel would be twenty channels. That is where Metricool's pricing is hardest to beat, and it is the setup most G2 reviewers describe.

An agency with twelve clients that need post approval moves to Advanced at $67 a month for up to 15 brands. If four of those clients also post on X, the bill becomes $107 a month, $67 plus four add ons at $10. That is still far below per seat tools, and Advanced includes unlimited team members, but it is not the $25 headline price.

One founder who posts mainly on X and LinkedIn pays $35 a month, Starter plus one X add on, for one brand. Here Metricool is a weaker deal: the 5 brand bundle goes unused, X is the most expensive part, and complete X analytics would need Advanced. A tool that includes X as a normal channel is usually cheaper for this case, as the alternatives below show.

A creator who posts to Instagram and TikTok from a phone may not need to pay at all. Ten posts a month to both networks fit the free plan's 20, each network's own app already shows recent numbers, and the Metricool app's ratings suggest testing it before committing. The free plan is the right place to decide, since refunds cover only the first 15 days of a first purchase.

Spreadcast is not a general scheduler and not a social inbox, so it does not replace Metricool for most of the readers above. It is autopilot for apps on the App Store. You paste your App Store link once at the start page, Spreadcast checks the listing every day, and when a new version ships or your app reaches a rating milestone, it designs the post with your real screenshots in an iPhone frame, in your app's colors and fonts, writes a caption for each network and publishes it to Instagram, TikTok, LinkedIn, Facebook, Threads, Pinterest, Bluesky, Mastodon, Telegram and Discord, plus YouTube for video posts. You approve each post with one tap, or let it run on full autopilot.

That fills the gap Metricool leaves for an app maker. Metricool's planner waits for you to bring the post; it has no view of your App Store listing, so a release on Tuesday is invisible to it until someone makes an image and writes the captions. If your feed goes quiet because nobody has time to make those posts, a better analytics dashboard will not change it. Our guide on how to promote an app on social media covers what an app account should post, and the page for mobile apps shows what goes out after a release.

The two also work side by side. Spreadcast designs and publishes the release and milestone posts, and Metricool, connected to the same accounts, measures how they and everything else perform and produces the client report. The free Spreadcast plan makes 3 posts for one app to download, with a small Spreadcast mark and no publishing, and Pro is $29 a month or $290 a year on the pricing page.

Stay with Metricool alone if you are an agency, you manage brands that are not apps, you need reports, competitor tracking, an inbox or ads data, or you post to X. Those are Metricool's strengths and Spreadcast does none of them. If you already compared the two, our Metricool alternative page goes feature by feature.

Metricool deserves its reputation. For an agency or freelancer managing several small brands, few tools give as much for $25 a month: a clear planner, analytics history without a limit, 100 competitors, ads next to organic results and a branded PDF report for every client. The reviews on G2 and Trustpilot, and Metricool's own documentation, agree on that.

It is weaker in the places the ratings point to. The mobile app is far behind the web version, X costs extra and is only partly measured on Starter, the inbox lacks what a customer care team needs, and roles and approvals start at $67 a month. Our score is 4.2 out of 5. Start on the free plan, connect your accounts early so follower history starts recording, and upgrade to Starter when you need LinkedIn, reports or a second brand.