Metricool Review 2024: Pricing, Pros & Cons, Features, And More

Welcome to our Metricool review.

Metricool is an all-in-one management tool that allows you to unify your social accounts from one dashboard.

The software features a social media planner, competitor analysis, historical data, SmartLinks, and an AI copywriting assistant.

The key question: is it the best value for your money?

By the end of this review, you’ll know the answer, including whether it suits your business’s needs.

We’ll dive into Metricool’s capabilities, explore the plans available, and detail what we think are the platform’s key pros and cons.

What is Metricool?

Metricool was launched in 2016 by two Spanish software experts, Juan Pablo Tejela and Laura Montells. 

The platform helps you organize and monitor your online content, including your website or blog, social media channels, and digital ad campaigns.

Over the years, Metricool has continually added (and adapted) features for social media marketers and entrepreneurs, for example, being one of the first to enable direct scheduling on TikTok.

Today, the platform is trusted by over one million professionals and by leading brands, including Peugeot, Adidas, Volvo, McDonald’s, and Warner Music Group.

You’ll find everything from keeping track of your social media inboxes to measuring your analytics as well as tracking your hashtags.

But is it the best tool for your company?

Continue reading for a full review of Metricool. I’ll discuss the pros and cons as well as a few Metricool alternatives.

What features does Metricool offer?

Metricool is a tool to manage all of your social media communications, posts, and content. The key features worth knowing about include the following:

• Brands (blogs and websites)
• Analytics (social media analytics)
• Automated reports
• Competitor analysis
• Inbox functionality
• Content planner (social media publishing)
• AI text generator (AI writing assistance)
• SmartLinks
• Integrations

We’ll explore these features and give you a first-hand look at the tool.

Please note: Some of Metricool’s features are only available in specific pricing plans.

Brands

Metricool uses what’s known as “Brands.” A Brand manages a website or blog and all the social media accounts associated with that individual site. Think of each Brand as a separate group.

After signing up, your screen should look similar to the image below with no Connections or networks setup. To connect your site, click the +Add button on the left side like so:

Next, you’ll see three options to choose from: WordPress, JavaScript tag, and a Tracking pixel:

The JavaScript tag is for custom websites such as Prestashop and Blogger. It works with key sites like Wix and Shopify–the code needs some minor alteration.

Another alternative is Google Tag Manager (GMT), which enables you to use and store marketing tags without changing (or potentially damaging) your website’s code.

Marketing tags are small pieces of code that gather data on users and let you monitor the information to improve your game.

Metricool’s guide offers excellent step-by-step written instructions on installing integrations. If you need additional help, you can chat with a live agent or use the Help Center within the control panel:

If you’re adding a site that doesn’t allow you to insert JavaScript, you can use the tracking pixel instead. You’ll be able to gain information on visits and demographics.

I connected my WordPress site and it was a straightforward process. To begin, click Select under WordPress. You’ll get a handy list of instructions with a tracking code to copy:

Next, sign into WordPress, and on the left-hand side, under plugins, search for the Metricool plugin and install it. Once installed, go to Settings, and you’ll see a reminder. Next, enter your unique tracking code and click Verify.

While waiting, visit your website on a different browser to confirm the connection with Metricool:

Once completed, click Web/Blog on the menu, or the Analytics header, to see Daily page views, Daily visits, Page views per visitor, Posts per week, and Comments per post in a graph:

From here, you can select a specific period to monitor; essential for when you need to view historical data to analyze your progress:

To view current information, click the Real Time heading for a precise snapshot.

Further down the page, you can see a map of visitor countries, traffic sources, and up to 250 of your most popular pages:

You can add other members to your account and assign them different roles with a few clicks (this is dependent on your plan):

Overall, it’s straightforward to set up Metricool and manage everything from a single dashboard.

Analytics

Metricool allows you to connect and monitor eight social media channels (per Brand): Facebook, X (Twitter), Instagram, Twitch, YouTube, TikTok, LinkedIn, Threads, and Pinterest. What’s more, all except LinkedIn are available on the free account.

You can access each in the left-hand scrollable menu or by clicking your website on the right and then clicking Connections:

Google Business Profile, Facebook, TikTok, and Google Ads are also easy to find as they’re in the same section.

To get started, select a social media account to connect with. Depending on the social channel, you’ll see an image like this:

It works in a similar way to connecting a site. The main differences are the specific analytics for that channel, account type (personal or business), and historical data, which only counts from the date of connection:

The number of followers on Twitter, TikTok, and Instagram are available from the first day; equally, your YouTube subscribers and Instagram stories are available from the date of connection.

In the example below, I’ve created a new Twitter account for this review which is why it lacks detailed information. With time and care, the stats for my Twitter community would grow, and I could quickly monitor the results:

You can click Summary on the left-hand menu to get a brief side-by-side comparison of your social channels. You can also easily navigate to each section by clicking each heading: Community, Tweets, Competitors, and Community Management.

By clicking Community Management, for example, you’ll receive data such as if you need more followers in relation to how many you’re following:

Metricool shows you if they follow you back, when they were last active, and there’s the option to unfollow with a simple click, as well as direct links to their individual Twitter accounts.

Twitter’s Analytics page dissects interactions between organic and promoted tweets. Underneath, it lists nine different metrics of that individual tweet, including Impressions, Likes, Retweets, Replies, Quotes, Link clicks, Profile clicks, Engagement, and Video views:

Keep in mind that only paid plans can download this data in the CSV format.

Automated reports

For a Social Media Manager, handling multiple campaigns and creating reports is integral to the job–clients need to see evidence of your progress.

With Metricool, you can save time with automated monthly reports that get generated in minutes. They’re available in both PDF and PPT formats.

To access them, simply scroll down the menu on the left (past the social channels) and click Reports like so:

Click Download Example to get a good idea of how they look:

There’s also a premium option available that allows you to customize reports with your own logo, change the sections, and create or retrofit your existing reports.

Competitor analysis

Understanding influencers and popular trends is a crucial part of your social media strategy.

Metricool enables you to track your competition’s performance across Facebook, Instagram, Twitter, Twitch, and YouTube. You can monitor up to 100 competitors on all paid plans–excellent value for money.

To start, select the Competitor navigation tab of your chosen social channel. Next, in the search bar, type in a competitor username, and select from the options available. Click Add to finish:

Your competitors will appear in a list, like so:

It’s easy to get extra information by clicking More Stats. I particularly like that each competitor’s account is accessible (with a single click) within the platform itself. To delete competitors, click the bin icon.

Inbox functionality

Handling numerous social media profiles can be overwhelming, and it’s easy to neglect channels or get distracted by the fast-paced nature of the internet.

Metricool offers the solution and allows you to manage your reviews, direct messages, and comments all from within the platform. You can re-engage with communities and grow your online presence with relative ease.

The tool works for LinkedIn, Instagram, TikTok, Twitter, YouTube, Facebook, and your Google Business Profile, and you can access it all from any device using the mobile app.

To access the inbox, click Inbox on the top navigation menu:

Next, select a Brand and the linked social channels. It’s easy to delete or mark messages as unresolved by clicking the kebab menu (three vertical dots), using the search bar to find a conversation, or filtering your messages by clicking the filter icon.

To respond directly, click on the message and type out your response:

For teams or creative collaborations, you can quickly grant roles and provide access.

It’s a fantastic feature for staying on top of things.

Content planner

This scheduling tool lets you visually organize, edit, and craft content months ahead, and in just a few hours–Metricool covers almost all bases, regardless of formats or channels.

For starters, you can create posts, carousels, reels, pins, and TikToks, and the calendar is viewable daily, weekly, or monthly by clicking the planner icon on the right. To adjust the times displayed, click the magnifying glass icon and use the slider to select, like so:

I particularly like that it helps you to choose the Best Times to maximize your reach.

For Facebook, it recommends when to publish content, and for Twitter, when to Tweet; both display in different shades of blue on the calendar. With Instagram, it offers the best moments to share your images in various shades of pink.

The color-coded key provides that extra level of quality control so you can view the status of your content at a glance: Pending, Draft, Published/Sent, With errors, and From autolist. To make last-minute edits or change the status of a specific piece, simply click the content in the planner.

To start, navigate to the Planning heading. Next, click Create New Post:

From there, select your social icon(s) on the top left and schedule your content on the right. I found it intuitive to use, especially as it previews how the content will appear in advance. It doesn’t take long to familiarize yourself with the tools on the bottom left:

By clicking the image/film icon, you can choose from Metricool’s stock images, videos, and GIFs.

To edit the image or video in the editor, click the meatball menu (the three horizontal dots) and select from the options. The editor is straightforward and gives a professional touch to your work. Click Save to finish:

If you need to automate your content across your channels, Metricool offers Autolists to save time. It does take a bit of tinkering, but it’s worth mastering. They provide an excellent guide and video to help you get started:

Metricool recently rolled out the ability to schedule and auto-publish stories for Instagram, too–definitely worth exploring.

AI assistant

If you’re struggling to get started with your writing, arguably one of the craft’s biggest challenges, don’t fret. Help is on the way in the form of an AI text generator.

To begin, click on the Planning header. Then click + Create New Post and click the robot icon within the tool, like so:

The text generator assistant window will appear–click Try It Now. From here, it’s a three-step process. First, you’ll need to explain to the AI what to write, select the length, and lastly, choose from the 12 writing tones. To finish, click Generate Text:

The AI generates five text options that you can copy or use directly. Overall, I was relatively impressed with the finished results. Here’s a look at what the AI produced:

Here’s the second variant:

And finally, the third:

Ultimately, I opted for the third option as it’s more concise. For a longer-length piece, the AI tends to struggle with repetitiveness and cadence.

I clicked Use Text for it to appear in the planning tool, where I added an image and alt text, like so:

Overall, it’s a helpful feature to remedy writer’s block and helps you to create some decent posts.

SmartLinks

For those familiar with Instagram, Metricool offers an excellent tool that enables one link to create multiple for all of your connected social channels. Otherwise known as a link in bio tool.

You can redirect your customers to a shop or clickable content:

You customize the SmartLink with different buttons, colors, and images by filling in the required fields:

It’s a solid tool for customer acquisition and for increasing clicks and traffic.

Integrations

Metricool offers direct integrations with Canva, Zapier, a Google Chrome browser extension, and Looker Studio (formerly Google Data Studio).

You can design images on Canva and directly save them into your planner on Metricool without the hassle of downloading and re-uploading images.

Zapier connects you to thousands of apps and allows you to automate your workflow as well as simplify repetitive tasks with triggers.

The Chrome browser extension lets you schedule content in one click (when activated with your Metricool account).

Finally, Looker Studio provides over 250 sources, such as Google Analytics and Google Search Console (GSC), so you can collate, import information, and create reports from a customizable dashboard.

How much does Metricool cost?

Metricool offers four core tiers: Free, Starter, Advanced, and Enterprise, in addition to the Hashtag Tracker for your social media dashboard. Naturally, each plan includes differing features, benefits, and usage limits.

Let’s take a closer look at each of them.

The Free plan is currently free for life. It comes with the following features:

• Allows you to connect one profile from each social platform (except LinkedIn) for your social media analytics
• The analysis of five competitor profiles
• Up to 50 scheduled posts per month
• Access to your social media statistics with three months of historical data
• One SmartLink
• Three uses of the AI copy assistant per month

The Starter plan starts at $22 per month (on the monthly payment model) or $18 per month on the annual subscription. It comes with the following:

• Up to five Brands, each with an individual set of social network profiles, including LinkedIn for your social media strategy
• Up to 2000 pieces of content scheduled per month
• Three uses of the AI copy assistant per Brand per month
• Analysis of 100 competitor profiles 
• Downloadable reports
• Multiple links in bio for social media platforms with SmartLinks
• Access to unlimited historical data via analytics for your social media posts

The Advanced plan starts at $54 per month (on the monthly payment model) or $45 per month on the annual subscription. It comes with all of the features in the Starter plan, including:

• Up to 15 Brands
• Offers up to 5000 pieces of scheduled content per month for different social media platforms
• Unlimited team access, including the management of roles
• Customizable templates and reports
• Up to 50 uses of the AI copy assistant, per Brand, per month
• Looker Studio connector integration
• Zapier integration for a comprehensive social media program

The Enterprise plan starts at $172 per month (on the monthly payment model) or $139 per month on the annual subscription. It comes with all of the features in the Advanced plan, including:

• Up to 50 Brands for social media managers
• Offers up to 10,000 pieces of scheduled content per month
• White label functionality

The Hashtag Tracker is available for both Twitter and Instagram, each at the individual cost of $9.99 daily.

You can track hashtags and keyword performance in real-time to see the before, during, and after impact on advertising campaigns, events, and social network communities. In addition, you can use the data for your own progress reports.

Metricool’s pros and cons

Metricool is a top-notch social media management platform, but it has its weaknesses too. Here’s a brief round-up of what we thought were the biggest pros and cons.

Metricool pros

• Brands. Allows you to easily view multiple websites or blogs and their associated social platforms in the same space. This is usually an afterthought on content marketing platforms. Metricool provides up-to-date features and makes it painless to connect various networks. Great for viewing your social media presence–significant value for money.
• Inbox functionality. This feature provides a simple way to communicate with your audience without the spam, distractions, and the issue of logging into different accounts–it’s everything you need under one roof.
• Content planner. An excellent customizable social media scheduling tool that allows you to plan months of content, edit on the go, and make use of the video and image editor. There’s even the option to add notes on posts for your team, such as to-do lists or reminders.
• SmartLinks. Get multiple links in the bio on all paid plans to boost your ROI and traffic. You can redirect your audience anywhere you need to.
• Competitive research. Enables you to access data on up to 100 competitors. In addition, you can view social media analytics across eight social media networks as well as your Google Business Profile for local SEO.
• Analytics. Like other social media tools, Metricool provides in-depth analytics. But it supports more platforms than other tools we’ve tested. 

Metricool cons

• The Hashtag Tracker add-on. Good for one-off product launches. However, $9.99 a day individually for Instagram and Twitter works out at $599.40 monthly, which is quite expensive.
• Reporting templates. Customizable templates are only available on the Advanced plan.
• Team access. It’s restricted to the Advanced and higher tiers.

Metricool alternatives

Looking for some alternatives or just want to compare? Check out these other great social media management platforms before we head to our Metricool review conclusion:

• Sendible | Our review — Is a leading all-in-one social media management tool that lets you track, measure, and grow your client’s brand across various social media networks. Includes a social inbox, publishing, analytics, report builder, and more.
• Pallyy | Our review — Ideal for content creators that need an affordable social media management tool to cover visual platforms such as TikTok and Instagram.
• Iconosquare| Our review — Is a popular social media tool with a strong focus on publishing and analytics. It has a slick UI and intuitive social media dashboard builder.

Final thoughts on Metricool

That concludes our Metricool review.

Overall, Metricool is a hugely underrated social media management platform that’s one of our top recommendations for affordable social media tools.

We particularly like that you can view your social media’s historical data and performance; it’s easy to use, features simple navigation between each social network, and delivers a customizable planner with an AI writing assistant for when you get stuck.

You can save time by creating automated monthly reports (in minutes) and grow your communities and reach with the inbox & social scheduling functionality.

We strongly recommend you give their feature-rich freemium plan a go.

Thanks for reading, and good luck!

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