What Is Metricool? Social Planning With Ads Reporting
By Joris van Huët · Metricool's own site
The short answer: if you run social for up to five brands and want organic posts and Meta, Google and TikTok ad results in one report, Metricool's Starter plan covers it for $25 a month on monthly billing (pricing page, checked on 24 October 2026). It charges by brand, and roles and approvals start on Advanced, so it suits a marketer or small agency with several brands more than a department wanting sign-off cheaply.
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Before you choose a tier:
- Count brands, then look at the step. A brand is one business with one profile per network, per the FAQ on the pricing page. For example, a sixth brand moves Starter from the $25 band to the 10-brand band at $45: $20 more a month.
- Start with the brand you already run, on the free plan. It schedules 20 posts a month, keeps 30 days of analytics and leaves out LinkedIn, X and PDF reports, per the plan comparison.
- Decide what will prove it worked. A monthly report for a client or a board needs Starter, because report downloads are not on the free plan.
What Metricool covers
The homepage groups the product into a planner, analytics, reporting, an inbox, Flows, SmartLinks and ads campaigns. Flows turns comments and story replies into automated DMs, SmartLinks is a link-in-bio page with click tracking, and the ads section runs and analyses Google, Facebook and TikTok campaigns beside the organic numbers. Reports download as PDF or PPT, and Advanced adds a Data Studio connector for reports that combine brands.
An official MCP server connects Claude, ChatGPT, Cursor, Mistral Le Chat, Make and n8n. It reads analytics, competitor posts and ad campaigns, and schedules or edits posts. It runs on every plan, the free one included, with that plan's limits in force, per the plan requirements page.
Where it fits, and where it pinches
It fits agencies with several small brands, businesses with several locations (each Google Business Profile needs its own brand) and anyone reporting paid and organic together. It pinches in three places: roles and post approval start on Advanced at $67 a month, X is an add-on at $10 a month per account, and above 600 posts per brand in a month the fair use policy triggers a manual check during which nothing publishes.
Prices on 24 October 2026
USD, excluding VAT, from the Metricool pricing page, where the annual toggle saves up to 24%.
| Plan and brand limit | Monthly billing | Annual billing, per month |
|---|---|---|
| Free, 1 brand | $0 | $0 |
| Starter, up to 5 brands | $25 | $20 |
| Starter, up to 10 brands | $45 | $36 |
| Advanced, up to 15 brands | $67 | $53 |
| Advanced, up to 25 brands | $107 | $85 |
| Advanced, up to 50 brands | $210 | $159 |
| Custom, more than 50 brands | Quoted | Quoted |
Advanced Analytics, an add-on from $12 a month on Starter or $36 on Advanced, opens unlimited campaign dashboards.
How it compares
Buffer. Buffer charges per channel, $6 a month each for the first ten on Essentials with monthly billing (Buffer pricing), and its plan table has no ad-account reporting. It is the simpler buy when ads are reported elsewhere.
Planable. Planable is priced per workspace and built around feedback and sign-off, with analytics an add-on at $14 per workspace a month (Planable pricing). It wins when the bottleneck is approval, not reporting.
Hootsuite. Standard is $99 per user a month billed annually, for 10 social accounts (Hootsuite plans). For example, three users cost 3 x $99 = $297 a month, more than Metricool's 50-brand band at $159 billed annually, so the deciding number is headcount against brand count.
Brand bands are built so that the next brand costs a whole band. Check where your count will sit in twelve months before paying for a year up front.
Getting started
How to use Metricool builds a monthly social and ads report from Metricool's help centre.
FAQ
Does the free plan include LinkedIn?
No. LinkedIn starts on Starter, and X needs a paid plan plus the X add-on, per the brand guide.
Can one report cover several brands?
For a custom report across brands, the pricing page FAQ points to the Data Studio connector on Advanced. The built-in brand comparison views are capped at two unless you add Advanced Analytics.
Does the MCP server cost extra?
No. It works on any plan, while the separate Metricool API needs Advanced or Custom, per the plan requirements page.