Metricool
Metricool is a social media management platform for creators, brands, agencies, and businesses. It combines cross-network publishing, social analytics, reporting, inbox management, competitor tracking, and paid media monitoring.
Ownership
- Acquired by team.blue · closed Sep 2024 · source · In the Martech Market Report
On 17 September 2024 team.blue, a European hosting and SaaS group backed by Hg, announced it had taken a majority stake in Madrid-based Metricool; the founders keep running the company and Axon Partners Group stays on as a shareholder.
Closest Metricool alternatives
Ranked by reviewed relationship first, then by the capabilities they share with Metricool.
Buffer is a social media management platform for creators, small businesses, agencies, and marketing teams to plan…
Hootsuite is a social media management platform for planning, publishing, monitoring, engaging, and reporting across…
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Metricool Pros & Cons
Key strengths and limitations to consider, drafted by an AI model from public sources
Strengths
- Combines organic social and selected paid-media reporting
- Free plan supports one brand and up to 20 scheduled posts monthly
- Advanced plans include client roles and post approvals
- Supports major social networks plus Google Business Profile
- Looker Studio connector supports custom client dashboards
Limitations
- Brand limits increase materially as agencies add clients
- Some platform features require native-app publishing
- API access is limited to Advanced and Custom plans
- Advanced analytics and X access may require add-ons
- Social listening is not a core product capability
Ideal For
Who benefits most from Metricool, drafted by an AI model from public sources
Quick Analysis
Metricool competes in the social media management and social analytics market, combining content scheduling, publishing, reporting, engagement management, competitor tracking, and selected paid-social analytics in one application. It supports major networks including Facebook, Instagram, LinkedIn, TikTok, YouTube, Pinterest, Threads, X, Google Business Profile, and Twitch, plus Meta Ads, Google Ads, and TikTok Ads.
Its strongest position is value-oriented multi-brand management for creators, small and midsize businesses, and agencies that need usable analytics and client reporting without the cost or operational complexity of Sprout Social, Hootsuite, or Brandwatch. Compared with Buffer, Metricool offers deeper cross-channel analytics and paid-media reporting; compared with Sprout Social, it is less enterprise-oriented but generally more accessible for smaller teams; compared with Later, it provides broader reporting and advertising coverage rather than focusing primarily on visual content planning.
Buyers should evaluate Metricool when scheduling, reporting, and day-to-day social operations are more important than advanced listening, governance, or enterprise workflow depth. Validate platform-specific publishing limitations, data-history coverage, inbox capabilities, brand limits, X and LinkedIn support, approval workflows, API access, and whether native-network features still require manual publishing. Larger organizations needing advanced social listening, complex permissions, or extensive CRM and service integration should also compare Sprout Social, Hootsuite, and Brandwatch.
Agency managing calendars, approvals, and monthly reports for 15 client brands
Creator planning Instagram, TikTok, YouTube, and Pinterest content from one calendar
Franchise marketing team comparing local social performance across multiple locations
SMB marketing team combining organic social metrics with Meta and Google Ads data
Consultant building recurring Looker Studio reports from Metricool data
Brand team reviewing comments and messages across supported social profiles
Pricing
One brand, up to 20 scheduled posts per month, 30 days of analytics, competitor analysis for up to five profiles, and AI social media assistance.
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