How to Use Metricool for a Monthly Social and Ads Report

The short answer: give each client its own brand, connect its social profiles and ad accounts, build the report in Reporting, Reports with the period, networks and logo you want, add a campaign dashboard for anything with a budget, switch on the automatic monthly email, and let an AI assistant draft the commentary through Metricool's MCP server while a person checks every figure against the PDF before it goes out.

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The monthly report is what a client or a board reads, and most of the hours behind it go into copying numbers from one tab to another. Metricool removes the copying. It does not remove the reading, and this guide keeps that part with a person. For plans and prices, see the Metricool glossary entry.

What you need first:

• Starter or higher. Report downloads and scheduled sends are not on the free plan, per Metricool's report guide. Starter is $25 a month on monthly billing for up to five brands (pricing page, checked on 24 October 2026).
• Admin access to every account in the report. The Facebook page, Instagram professional account, LinkedIn page and the Meta, Google and TikTok ad accounts the client pays for.
• Last month's numbers, in whatever form they exist. The first Metricool report should be read beside the old spreadsheet, so a changed definition shows up now rather than in front of the client.

The workflow

1. Give each client a brand of its own

A brand holds one profile per network, from a website to a TikTok Ads account, and your plan limits the number of brands, not connections, per the brand guide. A retailer with three shops on Google Business Profile is three brands. Name each brand after the client so the reports carry the right name.

2. Connect the profiles and ad accounts

Open the Connection dashboard from the top-right menu, under Connections, and connect each network, ad platform and the website. Paid plans sync ad data daily, except TikTok Ads, according to the plan comparison. Connect a few days before month end, so the first report has a full month behind it.

3. Build the report

Go to Reporting, then Reports. The report guide sets the order: choose a full month or a custom range, the language, the networks, the field that sorts the tables and the maximum number of rows, add the client's logo, then download PDF or PPT. Leave the network selection empty and the Summary section covers every network. One detail matters for the client conversation: Reports compare periods differently from the Analytics screens, so take the numbers you quote from the report itself.

4. Add a campaign dashboard for anything with a budget

A launch or a seasonal push deserves its own page. Go to Reporting, Campaigns Dashboards, Create dashboard, and fill in a name, a description, a date range of up to 180 days, the networks and ad platforms, and up to three goals: views, interactions and paid clicks, per the dashboard guide. Metricool suggests posts from the name and description, and you cannot change either after saving, so make both specific. Posts scheduled later can be tagged to the dashboard from the Planner, as long as their date falls inside its range.

5. Schedule the monthly send

In the automatic monthly report section, add the recipients, a reply-to address for the client's answers, the sending day and a short email text, send yourself a test, then save. The email carries a link to the PDF that does not expire, per the report guide, and you can add several recipients here, which the separate monthly summary email does not allow.

6. Let an agent draft the commentary, and check it

Numbers without a sentence of explanation get forwarded unread. Connect Metricool to Claude from Settings, Connectors, Add, Browse connectors: search for Metricool, review the permissions and click Grant access, as the Claude connection guide describes. Then ask for the job in plain words: compare last month's Instagram, LinkedIn and Meta Ads results for this brand with the month before, and draft three short paragraphs for the client. Behind that prompt the assistant calls tools such as get_analytics and get_facebookads_campaigns, listed on the MCP page.

The human check is the step that makes this safe to send. The account manager opens the PDF, checks every number in the draft against it, deletes any cause the agent guessed at, and only then pastes the text into the email field. The MCP reads the analytics of connected ad accounts but cannot manage campaigns from the Ads tab or read inbox messages, per the plan requirements page, so a question about comments or ad settings needs the dashboard.

What Metricool's own guides warn about

• Swapping profiles inside a brand. Disconnecting one profile and connecting another keeps the old data, which mixes two accounts in one report; the brand guide says to create a new brand instead.
• Treating the monthly summary as the report. The automatic summary is organic only, holds no ad data and takes a single email address, per the summary guide.
• Generating on the first of the month. The same guide notes that some platforms, YouTube among them, deliver data a few days late, so a report built too early comes up short.
• Deleting a report to withdraw it. Removing a report from the download manager does not disable links already copied; anyone holding one can still open it.
• Querying old data on Free. The MCP inherits the free plan's 30 days of history, so a quarter-on-quarter question fails there.

Before you defend the ads section

Every figure on the ads pages is the platform's own count of what it delivered, and Meta, Google and TikTok are paid from the budget the report is meant to judge. That is true of every reporting tool, not a Metricool flaw. The free check is a holdout: pause one campaign in one region for two weeks, keep it running everywhere else, and compare orders between the two in your own sales data. If orders barely move, much of the reported conversion was demand you had anyway. Later, if you want that check run continuously, a causal attribution tool like Causality Engine does it (disclosure: I founded it).

FAQ

Can a client open the report without a Metricool login?

Yes. The automatic email links to a PDF that opens without signing in and does not expire, and a manual report's Copy URL link behaves the same way, per the report guide.

Can Metricool send the report every week?

The automatic send is monthly. For a weekly view, generate a report for a custom range in Reporting, Reports and download it, which is also the route the summary guide gives for other frequencies.

Does the agent step need a paid plan?

The MCP works on every plan, the free one included, but the report it supports needs Starter, and Free limits the MCP to 30 days of data and 20 scheduled posts a month.