Metricool review 2026: pricing by brand, analytics and limits

Updated 5 Nov 2026 · prices checked 3 Nov 2026 · source

Metricool is a low-cost way to schedule and report on several small brands: one price covers up to 5 brands with one profile per network each, and paid plans keep unlimited analytics history and track up to 100 competitors. The catch is that Free and Starter have a single login, so a second person, approvals, the API or Zapier all mean Advanced, and X costs $10 per account per month on top of any plan. Look elsewhere if you need two profiles on the same network in one brand, cheap X posting, or a free plan with LinkedIn.

Best for

Freelancers and small agencies who manage several small brands alone and care about reports and competitor tracking as much as scheduling.

Not for

Teams that need a second login on a small budget, brands that post heavily to X, or businesses that need two accounts on the same network under one brand.

What it really costs

Typical setups, priced from Metricool's own pricing page. Taxes not included.

Setup	Plan	Monthly billing	Annual, per month
Solo creator, 1 brand, up to 20 posts a month, no LinkedIn or XFree covers 1 brand with one profile per network, 20 published posts a month, 30 days of analytics and 5 AI credits. LinkedIn and X can't be connected on Free.	Free	$0	$0
Freelancer, up to 5 client brands including LinkedIn, no XUnlimited posting under the fair use policy, PDF and PPT reports and unlimited analytics history. One login only: Starter can't add team members or collaborators. Prices exclude VAT.	Starter (5 brands)	$25	$20
Freelancer, 10 brands, 3 of them posting to X$45 monthly or $36 billed yearly for the plan, plus $10 a month per connected X account. The X add-on has no yearly discount: it is $120 a year per account on annual billing.	Starter (10 brands) plus 3 X add-ons	$75	$66
Small agency, 15 brands, 3 people, client approvalsAdvanced adds unlimited team members, roles, post approval, the API, Zapier, Make and the Data Studio connector.	Advanced (15 brands)	$67	$53
Agency, 25 brands, 5 of them posting to X$107 monthly or $85 billed yearly for the plan, plus 5 X add-ons at $10 a month each.	Advanced (25 brands) plus 5 X add-ons	$157	$135
Agency, 50 brands, no XThe largest published bundle. Yearly billing saves about 24% here, against about 20% on the smaller bundles.	Advanced (50 brands)	$210	$159
More than 50 brands or white labelNot published. The pricing page says "Let's talk!" and asks you to contact sales.	Custom	Not published	Not published

Every Metricool plan and limit ›

Pros and cons

Each point says how we know it: from Metricool's own documentation, or from a hands-on test with its date.

Pros

The Free plan has no time limit and connects one profile on each of Facebook, Instagram, Threads, Bluesky, Pinterest, TikTok, YouTube, Twitch and Google Business Profile, plus the Metricool MCP. Documented · source
Pricing is by brand, not by channel: Starter costs $20 a month billed yearly for up to 5 brands, each with one profile per network. Documented · source
Paid plans keep analytics history with no time limit, track up to 100 competitors and download PDF and PPT reports, with monthly automated sending. Documented · source
Advanced has unlimited team members, default and custom roles, and collaborators who only see the brands you pick, with a different role in each brand. Documented · source
Approvals can go to external reviewers by email who have no Metricool account, and a single rejection always blocks the post. Documented · source
The MCP server works on every plan, Free included, so an AI client can read analytics, check best times and create or edit scheduled posts. Documented · source
Threads of up to 80 posts on X, Threads and Bluesky, and a first comment on Facebook, Instagram feed posts, LinkedIn, TikTok and YouTube. Documented · source

Cons

Free and Starter include a single access. Adding a colleague, a client or any reviewer needs Advanced. Documented · source
X needs a paid plan plus an add-on of $10 a month per connected account ($120 a year, no annual discount). The price doubled from $5 on July 13, 2026. Documented · source
The API, Zapier, Make, the Data Studio connector, customizable report templates and recurring scheduling are all Advanced only. Documented · source
Free leaves out LinkedIn, X, report downloads, SmartLinks and the Post library, puts a watermark on analytics and fixes its 5 competitors so you can't change them. Documented · source
Flows, the comment and DM automation, now needs a paid add-on of $12 per 2,500 executions a month, with no free quota and no annual discount. Documented · source
Without the Advanced Analytics add-on (from $12 a month on Starter, $36 on Advanced), Metricool Studio is capped at 2 views and Campaign Dashboards at 3 per brand. Documented · source
Refunds only apply within 15 days of a first purchase. Renewals are not refundable, and an annual plan cancelled mid-term gets no partial refund. Documented · source

Metricool is a scheduler and analytics tool priced by brand: a brand holds one profile per social network, and Starter covers up to 5 brands for $25 a month ($20 billed yearly). The analytics are the reason most people pick it, while the add-ons for X, Flows and advanced reports are where the bill grows. Everything below comes from Metricool's pricing page and help centre, read on 2026-11-05. Nothing here is from hands-on testing.

Who Metricool is for

Metricool fits one person running several small brands. A freelancer with 5 local clients, each on Instagram, Facebook, TikTok and Google Business Profile, pays $20 a month billed yearly on Starter, because Metricool doesn't charge per network. The same setup priced per channel would be 20 channels.

Three rules decide whether that holds for you. A brand takes one profile per network, so two Instagram accounts for the same business need two brands, and each Google Business Profile location needs its own brand. Starter has one login: there is no way to add a colleague or a client until Advanced, which starts at $53 a month billed yearly for 15 brands. And X isn't part of any plan. Each X account is a $10 monthly add-on, which on a 10-brand Starter plan with 3 X accounts is almost as much as the plan itself.

Yearly billing saves about 20% on most bundles and about 24% on the 50-brand Advanced bundle, which is where the pricing page's "save up to 24%" comes from.

Publishing, network by network

Metricool publishes automatically through each network's API. Where the API doesn't support a feature, the help centre says to schedule the post and finish it by hand in the network's app.

Instagram. Feed posts and carousels of up to 10 images or videos (videos in carousels up to 60 seconds), Reels up to 15 minutes, and Stories. You can add a location, tag people and products, add up to 5 collaborators, add audio to Reels from Metricool's library, choose whether a Reel shows in the feed, and label content as AI-generated. A first comment works on feed posts. Personal profiles can't be connected. The API doesn't allow GIFs, Story add-ons such as links and stickers, adding a Story to a Highlight, music on carousels or image posts, or editing a published post.

Facebook. Up to 35 images, one video, Reels of 3 to 90 seconds, one GIF and Stories of 60 seconds, with a first comment. You can't mix photos and video in one post, create polls or tag products, and you can't publish into Groups: Meta removed that permission in April 2024, so Metricool can only share a link to a group.

LinkedIn. Needs Starter or above. Up to 20 images, one video, documents (PDF, PPT, DOC) and an option that turns an image set into a PDF carousel, plus a first comment. Polls and PDFs are listed on Starter and up. Articles, event posts and co-authored posts aren't possible, and mentions only work for accounts with an EN-US profile.

X, Threads and Bluesky. All three take threads of up to 80 posts and a "who can reply" setting on X and Threads. X needs the add-on, takes up to 4 images or one video, and can't mix media in one post. Threads allows up to 20 images and ghost posts, but no GIFs, polls or posts into Communities. Bluesky allows 4 images and a language tag, but no quote posts or polls.

TikTok. One video of 3 to 10 minutes or a carousel of up to 35 images, with a first comment and the duet, stitch, comments and commercial content switches. Business accounts can add the 100 trending TikTok songs; personal accounts only get random music on photos. The API doesn't allow Stories, overlay text, filters, voiceovers or line breaks in captions, and Metricool recommends leaving at least 5 minutes between scheduled TikToks.

YouTube. Shorts up to 3 minutes and long videos, with a title, category, tags, privacy setting, "made for kids" flag, cover and first comment. Community posts and custom Shorts thumbnails aren't supported.

Pinterest and Google Business Profile. Pinterest takes one image or video per Pin, with a board and link, but no private boards or Story Pins. Google Business Profile takes one image or video per post with text and a link, and the API can't edit buttons or add several images.

Planning, team and approvals

Every plan, Free included, gets the planner with best-time suggestions, autolists, unlimited RSS feeds, an image and video bank, the editor, and Adobe Express. Starter adds the Post library, repurposing posts from one brand into drafts for another, the hashtag search engine for Instagram and TikTok, and Canva and Google Drive. Recurring scheduling is listed on Advanced and Custom only.

Free's 20-post limit counts published posts per calendar month, and a post sent to several networks counts once per network. Paid plans are "unlimited" under a fair use policy that sets a base threshold of 600 posts per brand per month. Above it, Metricool checks the account by hand, and you can't publish while that check runs.

Team features start on Advanced. You add people as team members, who get one role across every brand including future ones, or as collaborators, who only see the brands you choose and can have a different role in each. The default roles are Super Admin, Account Manager, Analyst, Editor, Content Creator and Client, and you can clone them into custom roles. Only the owner manages billing. A brand can be shared with someone on a Free account, who then gets the paid features inside that brand.

Approvals let you send a post to colleagues or to any email address; external reviewers use a portal and need no account. You choose whether one approval is enough, everyone must approve, or the post goes out unless someone rejects it. A rejection always blocks publishing. Editing a post resets its review, Content Creators must send every post for approval, and a post still pending at its scheduled time gets a 3-hour grace period before it is dropped unpublished.

Analytics and reporting

Analytics is the strongest part of the product. Free keeps 30 days of history with a watermark and 5 competitors on Facebook, Instagram, Bluesky and Twitch that you can't change later. Paid plans keep history with no time limit (X data is stored for 30 days), and track up to 100 competitors. Web and blog analytics, hashtag analysis and Reels and Stories analytics are on every plan. X analytics are "reduced" on Starter and "complete" on Advanced, and both need the X add-on.

Reports download as PDF or PPT from Starter, with your client's logo and monthly automated sending, and can be shared through a live URL. Customizable templates and the Data Studio connector are Advanced only. Metricool Studio, which builds reports from plain-language requests, and Campaign Dashboards are included in small amounts: 2 Studio views with 5 versions each and 3 dashboards per brand. The Advanced Analytics add-on lifts those caps from $12 a month on Starter or $36 on Advanced, and also raises Advanced's 15-day detailed post analytics to 30 days. Without it you can't delete Studio views or dashboards either.

Some data isn't available because of the networks' APIs: no audience demographics for X or TikTok, no Story poll or slider results on Instagram, and no full list of a LinkedIn page's published posts over a period.

The inbox covers Instagram, Facebook, TikTok, YouTube, Google Business Profile, LinkedIn on paid plans and X with the add-on. TikTok direct messages and LinkedIn messages from a personal page aren't synced.

API, AI and integrations

The AI assistant runs on credits per brand per month: 5 on Free, 20 on Starter and 35 on Advanced. AI alt text uses credits on Free and Starter and is included on Advanced.

The Metricool MCP is on every plan, Free included, and connects clients such as Claude, ChatGPT and Cursor. It can read brand settings and analytics (including connected ad accounts), check best times, and create, edit or send posts for review. It can't reach the inbox, comments, SmartLinks, Google Business reviews, autolists, Canva or Drive files, or ad campaign management. Plan limits still apply, so a Free account can't schedule a 21st post through an AI client.

The Metricool API, Zapier, Make and the Data Studio connector are Advanced and Custom only. The API uses a token in an X-Mc-Auth header and can create, list, update and delete scheduled posts and approve or reject them. It also returns inbox comments for Facebook, Instagram, LinkedIn and YouTube, and "in principle" TikTok, but only for the 50 most recent posts on each network. Metricool doesn't publish rate limits in the articles I read; the API settings page shows your usage. Website integrations (WordPress, Shopify, Wix, Squarespace, Google Tag Manager and others) are on every plan.

Flows automates replies: comments into DMs, keyword replies and story reply DMs. Since November 2026 it needs the Flows add-on at $12 per pack of 2,500 executions a month, shared across the account. There is no free quota and no annual discount, extra executions cost $0.01 each if you allow them, Flows on X needs the X add-on as well, and Flows doesn't work in the mobile app.

Limits and gotchas

X keeps getting dearer. The add-on went from $5 to $10 per account per month on July 13, 2026. Older customers keep $5, but only while they keep at least one X add-on; remove them all and the legacy price is gone.
Downgrades keep your oldest brands. When brand slots shrink, Metricool keeps brands by creation date, so delete the ones you don't want before you downgrade.
Free counts last month's posts. Posts published that month on a paid plan still count against the 20-post limit after you move to Free.
YouTube has its own cap. The daily limits article gives 10 uploads per 24 hours on Free and 20 on paid plans, while the pricing page tooltip says Free schedules up to 10 videos a month.
Failed posts can still count. Retries after a publishing error may count toward a network's daily limit, such as Instagram's 50 posts per 24 hours.
API media must be public. A media link that is private or expires is skipped and the post is scheduled without it.
Refunds are narrow. You can withdraw within 15 days of a first purchase, add-ons included. Renewals aren't refunded and annual plans get no partial refund.
Card or PayPal only. Prepaid and virtual cards aren't accepted, and you pay in USD or EUR. Prices exclude VAT, which is added at checkout depending on your country.
App Store plans can't take add-ons. If you subscribe through the mobile app, X and Flows add-ons aren't available on that purchase channel.

Alternatives worth a look

Zoho Social: a free plan with 6 channels for one brand, including X and a LinkedIn page.
Buffer: priced per channel, with unlimited users on its Team plan if you need a second login.
Publer: per-account pricing from $4 a month billed yearly, with X included on paid plans.
Sendible: unlimited users from its entry plan, built for agencies with client workspaces.
Iconosquare: another analytics-first tool, with approvals and 3 users on its Scale plan.
Planable: built around review and approval, with unlimited users on every plan.
Vista Social: 15 profiles and 2 users on its entry plan, with no free plan.
PlanPost: X and LinkedIn are among its 7 networks, from $19.99 a month for 15 accounts, with an API and MCP server; no free plan.

What users report elsewhere

Recurring themes on public review sites and forums, summarised and linked. These are other people's experiences, not our tests, and we don't turn them into a score.

Trustpilot: Recent reviews (late October to early November 2026) often praise named support agents, easy access to a human and the planner. The most repeated complaint is the AI support chatbot, described as slow and generic, followed by unanswered support emails, posts marked as published that never appeared, and limits on the free plan such as no LinkedIn. Metricool replies to most reviews. Trustpilot says the company hasn't invited customers to review recently. Read 5 Nov 2026 · open

Questions people ask

Is Metricool free?

Yes. The Free plan never expires and needs no credit card. It covers 1 brand with one profile per network, 20 published posts a month, 30 days of analytics and 5 AI credits a month. LinkedIn and X are not available on Free.

How much does Metricool cost per month?

In USD excluding VAT, Starter is $25 a month for 5 brands or $45 for 10, or $20 and $36 a month billed yearly. Advanced is $67, $107 or $210 a month for 15, 25 or 50 brands, or $53, $85 and $159 billed yearly. X costs $10 a month per connected account on top.

Can I add a team member on Metricool Starter?

No. Free and Starter include a single access. Team members, collaborators, roles and post approval start on Advanced, which allows unlimited team members.

Does Metricool have an API?

The Metricool API, along with Zapier and Make, is on Advanced and Custom only. The Metricool MCP for AI clients such as Claude and ChatGPT works on every plan, including Free, within that plan's limits.