Metricool

US PRODUCT RESEARCH

Metricool

Metricool organises publishing and analytics by brand, with a free entry plan and higher tiers for teams. Advanced adds roles, client approval, the API and a BI connector. MCP access and the traditional API have different eligibility rules.

Checked Oct 20, 2026 · 6 official sources · Desk research

Social media management

A GOOD FIT WHEN

Small teams and agencies balancing multi-brand reporting with controlled publishing.

Accessible free plan
Explicit client review workflow
Brand-level reports

LOOK MORE CLOSELY WHEN

A team needing a complete enterprise listening and administrative audit platform.

X requires an add-on
Team roles need Advanced
Brand limits are not user limits

CATEGORY-SPECIFIC EVIDENCE

Capabilities, controls and depth.

Scores combine core capabilities and workflow depth. Full support earns full points; limited support earns half. Unverified features create a range, and paid-plan requirements are shown in the evidence. How scoring works →

Social media management · 28 features

81–98/100 documented fit

Core capabilities32 / 32 pts10/10 checks with established status

Workflow depth49.1–66.2 / 68 pts13/18 checks with established status

Show checksShowing fewer rows does not change the score.

Social media management · 28 weighted capability checks
Feature / weight	Support, evidence & points
Core capabilityMulti-network calendarDraft and schedule posts across supported social networks. 4 points maximum Ask for a demonstration Demonstrate multi-network calendar with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported4 / 4 pts Schedule across supported networks. Official documentation · Oct 20, 2026Source
Core capabilityMedia and design workflowReuse media or connect a design/storage service. 4 points maximum Ask for a demonstration Demonstrate media and design workflow with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported4 / 4 pts Google Drive and Canva integrate with paid workflows. Official documentation · Oct 20, 2026Source
Depth checkBulk or recurring schedulingPrepare multiple posts or repeat an approved publishing workflow. 6 points maximum Ask for a demonstration Demonstrate bulk or recurring scheduling with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported6 / 6 pts Bulk scheduling is listed; fair use applies. Official documentation · Oct 20, 2026Source
Depth checkMandatory publishing approvalsRequire a reviewer to approve posts before publication. 6 points maximum Ask for a demonstration Demonstrate mandatory publishing approvals with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported6 / 6 pts Content Creators must submit posts for review on Advanced/Custom. Official documentation · Oct 20, 2026Source
Core capabilityShared social inboxRead and answer supported messages or comments centrally. 3.2 points maximum Ask for a demonstration Demonstrate shared social inbox with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported3.2 / 3.2 pts Inbox covers supported comments and messages. Official documentation · Oct 20, 2026Source
Core capabilityReusable repliesUse saved responses for recurring enquiries. 3.2 points maximum Ask for a demonstration Demonstrate reusable replies with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported3.2 / 3.2 pts Saved answers are documented in the inbox tools. Official documentation · Oct 20, 2026Source
Depth checkBrand and keyword listeningMonitor mentions beyond messages addressed to the managed profiles. 4.8 points maximum Ask for a demonstration Demonstrate brand and keyword listening with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Not verified0–4.8 / 4.8 pts Broad web/keyword listening outside connected profiles is not established. Not verified · Oct 20, 2026Source
Depth checkAutomated DM workflowsTrigger documented direct-message flows from social interactions. 4.8 points maximum Ask for a demonstration Demonstrate automated dm workflows with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported4.8 / 4.8 pts Flows automate supported social interactions; current offer conditions can change. Official documentation · Oct 20, 2026Source
Core capabilityPost and audience analyticsInspect post performance and audience trends. 3.2 points maximum Ask for a demonstration Demonstrate post and audience analytics with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported3.2 / 3.2 pts Post and audience analytics are included. Official documentation · Oct 20, 2026Source
Core capabilityExportable reportsProduce client-facing reports or shareable dashboards. 3.2 points maximum Ask for a demonstration Demonstrate exportable reports with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported3.2 / 3.2 pts Starter includes PDF/PPT reports. Official documentation · Oct 20, 2026Source
Depth checkCompetitor comparisonsCompare performance with other profiles. 4.8 points maximum Ask for a demonstration Demonstrate competitor comparisons with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported4.8 / 4.8 pts Competitor profile comparison is listed. Official documentation · Oct 20, 2026Source
Depth checkAPI or BI connectorRetrieve data through a documented API or reporting connector. 4.8 points maximum Ask for a demonstration Demonstrate api or bi connector with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported4.8 / 4.8 pts Advanced adds API and Data Studio connector. Official documentation · Oct 20, 2026Source
Core capabilitySeparate client brandsOrganise multiple brands or profile groups. 3.2 points maximum Ask for a demonstration Demonstrate separate client brands with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported3.2 / 3.2 pts Plans organise a specified number of brands. Official documentation · Oct 20, 2026Source
Core capabilityRoles and permissionsLimit collaborators' editing and publishing rights. 3.2 points maximum Ask for a demonstration Demonstrate roles and permissions with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported3.2 / 3.2 pts Advanced supports role management. Official documentation · Oct 20, 2026Source
Depth checkExternal client reviewInvite a client to review content without sharing an operator login. 4.8 points maximum Ask for a demonstration Demonstrate external client review with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported4.8 / 4.8 pts External reviewers can approve by email. Official documentation · Oct 20, 2026Source
Depth checkAction audit historyReview a traceable history of collaborator actions, beyond a post calendar. 4.8 points maximum Ask for a demonstration Demonstrate action audit history with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Not verified0–4.8 / 4.8 pts A complete administrative action audit is not verified. Not verified · Oct 20, 2026Source
Core capabilityAI draftingCreate or rewrite posts in context. 2.4 points maximum Ask for a demonstration Demonstrate ai drafting with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported2.4 / 2.4 pts AI writing assistant is available even on Free. Official documentation · Oct 20, 2026Source
Core capabilityGrounded AI analysisUse actual connected-account performance rather than generic advice. 2.4 points maximum Ask for a demonstration Demonstrate grounded ai analysis with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported2.4 / 2.4 pts MCP connects an assistant to Metricool data. Official documentation · Oct 20, 2026Source
Depth checkAI publishing actionsCreate or schedule account actions through a documented AI workflow. 3.6 points maximum Ask for a demonstration Demonstrate ai publishing actions with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Supported3.6 / 3.6 pts MCP workflows can prepare/schedule content; verify client permissions. Official documentation · Oct 20, 2026Source
Depth checkAI approval controlsApply defined approval or permission boundaries to AI-created actions. 3.6 points maximum Ask for a demonstration Demonstrate ai approval controls with our own account and explain limits, permissions and the required plan. A scenario to run with the supplier; not a completed product test.	Limited1.8 / 3.6 pts Native approvals are documented; enforcement across every external MCP client needs verification. Official documentation · Oct 20, 2026Source
Depth checkGenerate image descriptions with AIDemonstrate "Generate image descriptions with AI" with test data. Show the result, an exception case, and the required plan. 2.5 points maximum Ask for a demonstration Demonstrate "Generate image descriptions with AI" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test.	Supported2.5 / 2.5 pts Metricool generates editable image descriptions from uploaded images. Advanced/Custom include AI generation; Starter/Free consume AI credits. Network restrictions apply; Stories and Autolists are excluded. Official documentation · Oct 21, 2026Source
Depth checkTranslate image descriptions into another languageDemonstrate "Translate image descriptions into another language" with test data. Show the result, an exception case, and the required plan. 2.5 points maximum Ask for a demonstration Demonstrate "Translate image descriptions into another language" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test.	Supported2.5 / 2.5 pts The generated alt text can be translated into another supported language. Advanced/Custom include AI generation; Starter/Free consume AI credits. Network restrictions apply; Stories and Autolists are excluded. Official documentation · Oct 21, 2026Source
Depth checkWrite alternative text for published imagesDemonstrate "Write alternative text for published images" with test data. Show the result, an exception case, and the required plan. 2.5 points maximum Ask for a demonstration Demonstrate "Write alternative text for published images" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test.	Supported2.5 / 2.5 pts Metricool allows manual editing of image alternative text on supported social networks. Advanced/Custom include AI generation; Starter/Free consume AI credits. Network restrictions apply; Stories and Autolists are excluded. Official documentation · Oct 21, 2026Source
Depth checkSchedule the first comment with a postDemonstrate "Schedule the first comment with a post" with test data. Show the result, an exception case, and the required plan. 2.5 points maximum Ask for a demonstration Demonstrate "Schedule the first comment with a post" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test.	Supported2.5 / 2.5 pts The scheduled-post CSV schema includes a First Comment Text field. Supported social networks only; confirm current plan and network constraints. Official documentation · Oct 21, 2026Source
Depth checkEdit separate content variants for each networkDemonstrate "Edit separate content variants for each network" with test data. Show the result, an exception case, and the required plan. 2.5 points maximum Ask for a demonstration Demonstrate "Edit separate content variants for each network" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test.	Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source
Depth checkChoose a video thumbnail before schedulingDemonstrate "Choose a video thumbnail before scheduling" with test data. Show the result, an exception case, and the required plan. 2.5 points maximum Ask for a demonstration Demonstrate "Choose a video thumbnail before scheduling" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test.	Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source
Depth checkRetry a failed post with an inspectable errorDemonstrate "Retry a failed post with an inspectable error" with test data. Show the result, an exception case, and the required plan. 2.5 points maximum Ask for a demonstration Demonstrate "Retry a failed post with an inspectable error" with test data. Show the result, an exception case, and the required plan. A scenario to run with the supplier; not a completed product test.	Not verified0–2.5 / 2.5 pts This specific check has not been verified. Missing evidence does not mean the capability is absent. Ask for a demonstration in the proposed plan. Not verified · Oct 21, 2026Source
Depth checkEdit image alternative text from the mobile appOn a phone, add an image, edit its alternative text and verify that the scheduled draft retains the text on desktop. 2.5 points maximum Ask for a demonstration On a phone, add an image, edit its alternative text and verify that the scheduled draft retains the text on desktop. A scenario to run with the supplier; not a completed product test.	Supported2.5 / 2.5 pts The alt-text feature is also available in the mobile app. Advanced/Custom include AI generation; Starter/Free consume AI credits. Network restrictions apply; Stories and Autolists are excluded. Official documentation · Oct 21, 2026Source

Compare in Social media management →

AI CAPABILITY CHECK

What does its AI actually do?

Through an integration

An AI drafting assistant and MCP connection support connected social workflows.

Official AI source

Documented capabilities

Drafting
MCP access to connected data
AI reporting options

Limits to check

API requires Advanced/Custom
AI allowances and add-ons vary
Confirm third-party MCP approval settings

Understand the full price

Monthly price for 5 brands; the annual-prepayment equivalent is advertised at $20/month. VAT is extra where applicable.

Billing basis: monthly. Unit: account / month. Currency: USD.

Verify current pricing with the vendor

Integrations and deployment

Canva
Google Drive
Looker Studio
Zapier
Make
MCP

Security claims require the relevant agreement and technical evidence. This is a review of public documentation.

US buying context

English-language service with international purchasing. Confirm regional tax, billing currency and required location in the offer.

The evidence record

Schedule across supported networks.

Plan	Published price	Documented inclusions	Limits and conditions
Free Plan source ↗	USD 0 Free · account / month	Basic analytics AI assistant MCP	1 brand; 20 scheduled posts/month; 30 days analytics
Starter Plan source ↗	USD 25 Monthly · account / month	Reports Longer history LinkedIn	5-brand option; fair-use publishing limits
Advanced Plan source ↗	USD 67 Monthly · account / month	Roles and approvals API BI connector	15-brand option

Metricool

Small teams and agencies balancing multi-brand reporting with controlled publishing.

A team needing a complete enterprise listening and administrative audit platform.

Capabilities, controls and depth.

What does its AI actually do?

Documented capabilities

Limits to check

Understand the full price

Integrations and deployment

US buying context

The evidence record

Source library

Keep your options open.

Vista Social

Plans and feature boundaries