Metricool
Metricool is a freemium SaaS platform that lets social media managers, agencies, and brands plan, schedule, analyze, and report content across 11+ social networks, with AI-assisted content creation, multi-brand workflows, and usage-based add-ons for power users.
- Company typePrivate
- Founded2015
- HeadquartersMajadahonda, Spain
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Metricool does
Metricool is a cloud-based social media management SaaS platform that enables social media managers, marketing agencies, brands, and individual content creators to plan, schedule, analyze, and report on content across 11+ social networks (Facebook, Instagram, TikTok, YouTube, Threads, X, Pinterest, LinkedIn, Bluesky, Twitch, Google Business Profile) from a single dashboard. The core product is organized into reporting modules (Metricool Studio, Campaign Dashboards, Reports, Looker Studio connector, Hashtag Tracker), planner and execution modules (Planner, Approval System, SmartLinks, AI Assistant, Inbox), and measurement modules (Analytics, Competitors, Ads, Integrations), with browser extension and native iOS/Android apps extending reach. The platform's technology stack includes a generative AI Social Media Assistant (text-only, third-party model backed, credit-based), an AI Alt Text Generator, an MCP-based MetriLAB AI integration connecting external models such as Claude, a recommendation engine for best-time-to-post, and automation via Autolists, recurring posts, and templates. Metricool is part of the team.blue Group under joint controllership with team.blue N.V.
The business model is freemium with tiered subscription plans: Free (1 brand), Starter (5–10 brands), Advanced (15–50 brands with full features including Looker Studio, Zapier, unlimited AI Alt Text), and Custom (unlimited brands, API, White Label, Metricool Integration). Go-to-market is primarily product-led growth via self-serve signup on web, mobile, and Chrome extension, complemented by sales-led motion for the Custom Plan and enterprise features. Monetization is augmented by usage-based add-ons including the X Add-on (per X account), AI credits (~600 words per credit), and per-day Hashtag Tracker monitoring. Distribution leverages content marketing, annual proprietary studies (Instagram, TikTok, LinkedIn, Social Media, AI in Social Media), MetriSchool education sub-brands, webinars, an affiliate program, and official partner badges with Google, Meta, Pinterest, LinkedIn, and X. The company received a €5M investment from Axon Partners Group in October 2022 to accelerate international expansion and product development, and is registered as METRICOOL SOFTWARE, S.L. in Madrid, Spain, co-founded by Laura Montells and Juan Pablo Tejela (CEO).
Metricool firmographics
Firmographics- Name
- Metricool
- Legal name
- METRICOOL SOFTWARE, S.L.
- Website
- https://metricool.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Metricool is a freemium SaaS platform that lets social media managers, agencies, and brands plan, schedule, analyze, and report content across 11+ social networks, with AI-assisted content creation, multi-brand workflows, and usage-based add-ons for power users.
- Ownership category
- akta.pro rank
Metricool industry classification
Industry- Product category
- Social Media Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- akta.pro primary industry
- Semantic Layer, Metrics Store & Headless BI (HDAEAMAE)
- akta.pro secondary industry
- End-to-End MLOps & ML Platform Suites (HDAAABAA)
Keywords
Where Metricool is headquartered
LocationHeadquarters
- HQ city
- Majadahonda
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Metricool business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Plans: Metricool operates on a freemium model with Free, Starter, Advanced, and Custom plans. Free plan allows 1 brand with basic features. Paid plans (Starter, Advanced, Custom) offer increased brand limits, features, and team collaboration capabilities. Billing is monthly or annual with annual discounts.
- X Add-on: Additional paid add-on required for each X (Twitter) account connection. Only available for customers with paid plans.
- Hashtag Tracker Service: Separate paid service for monitoring hashtag activity on X and Instagram, charged per day of monitoring.
- AI Credits: AI Social Media Assistant features consume credits per brand per month. 1 credit is equivalent to approximately 600 words. AI Alt Text Generator is unlimited on Advanced/Custom plans but consumes credits on Free/Starter plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Plan - 1 brand, 1 web/blog, basic social media management |
| Subscription | Monthly | Starter Plan - 5 or 10 brands, additional features for growing teams |
| Subscription | Monthly | Advanced Plan - 15, 25, or 50 brands, full feature access |
| Subscription | Multi-year contract | Custom Plan - unlimited brands, enterprise features, API access, White Label |
| Subscription | Monthly | X Add-on - required per X account |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels8 records
Metricool product offering
Product offeringCore offering
Metricool is a cloud-based SaaS platform that enables social media managers, agencies, and brands to plan, schedule, publish, analyze, and report on content across 11+ social networks (Facebook, Instagram, TikTok, YouTube, X, LinkedIn, Pinterest, Threads, Bluesky, Twitch, Google Business Profile) from a unified dashboard. The platform combines AI-powered content generation, automated reporting, a unified inbox, competitor analysis, link-in-bio (SmartLinks), and team approval workflows, offered on a freemium model with paid subscription tiers.
Product overview
Metricool is a freemium social media management SaaS platform offering a unified solution for content planning, scheduling, analytics, reporting, and team collaboration. The core platform integrates with major social networks (Facebook, Instagram, Threads, X, Pinterest, TikTok, YouTube, Twitch, LinkedIn, Bluesky) and ad platforms (Facebook Ads, Google Ads, TikTok Ads). Key modules include Metricool Studio (planner + AI assistant + calendar), Analytics, Reports, Inbox, SmartLinks, and Campaign Dashboards. AI features encompass an AI Social Media Assistant for content generation and AI Alt Text Generator, with MetriLAB AI providing MCP connectivity to external AI models. Add-on products include X Add-On for Twitter integration and Hashtag Tracker for hashtag monitoring. The platform also includes Metrischool, an educational sub-brand offering courses including Social Summer School, TikTokSchool, Instagram Expert School, LinkedIn Growth Course, and YouTube Ads Bootcamp.
Differentiator
Problem solved
Functional benefit
Products and services
- Metricool Platform (Core)
- Metricool Studio
- Reports
- Hashtag Tracker
- SmartLinks
- Artificial Intelligence Assistant (AI Social Media Assistant)
- Ads
- MetriLAB AI
- Metricool MCP
- Chrome Extension
- X Add-On
- Metricool Integration (API)
- Metricool White Label
- Bluesky Social Integration
Quantifiable outcome
- Saves up to 12 hours per week for social media managers
- +5 more outcomes
Companies that use Metricool
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Metricool technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability6 records
Feature8 records
Metricool partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and significant.
- GooglecoreGoogle partner with integration for Google Business Profile management, Google Ads campaigns, Google Looker Studio connector, and Google Drive integration. Metricool displays the Google Partner badge on its website.
- PinterestcoreOfficial Pinterest Business Partner. Metricool displays the Pinterest Business Partner badge, indicating certified integration capabilities for Pinterest marketing management.
- LinkedIncoreOfficial LinkedIn Marketing Partner. Metricool offers LinkedIn profile and company page integration for scheduling, analytics, and content management.
- X (Twitter)coreX platform integration for social media management. X account connection requires purchase of the X Add-on for each account (paid plans only).
- Meta (Facebook/Instagram)coreMeta integration for Facebook and Instagram management, including Reels & Stories analytics, Facebook Ads, and Instagram advertising support.
- CanvacoreCanva integration allows users to design in Canva and schedule directly in Metricool. Available as an add-on feature within the platform.
- Looker StudiocoreGoogle Looker Studio connector allows creation of advanced custom reports combining Metricool data with other data sources. Available on Advanced and Custom plans.
- team.bluesignificantMetricool is part of the team.blue Group and has joint controllership with team.blue N.V. The group shares data internally for marketing statistics, internal administration, and reporting purposes. team.blue hub analytics service is used for measuring interactions in aggregated form.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Metricool competitors and assessment
Company assessmentDirect peers
- Hootsuite: Direct competitor offering multi-platform social media scheduling, analytics, and inbox management for agencies and brands globally — overlaps closely with Metricool's core value proposition.
- Buffer: Direct competitor providing social media scheduling, analytics, and engagement tools primarily targeting SMBs and creators via a freemium model — closely comparable to Metricool's self-serve motion.
- Sprout Social: Publicly listed direct competitor with social media management, analytics, and customer engagement tools focused on mid-market and enterprise — competes head-on for Metricool's Advanced and Custom plan customers.
- Later: Direct competitor specializing in visual content scheduling (especially Instagram and TikTok) plus analytics and link-in-bio — overlaps with Metricool's Planner and SmartLinks offerings.
- Agorapulse: Direct competitor in social media management with scheduling, reporting, and inbox features for agencies and brands; comparable Custom Plan and agency positioning to Metricool.
- Sendible: Direct competitor offering multi-platform social media management with a strong agency focus, white-label options, and client reporting — closely comparable to Metricool's Custom Plan tier.
- Zoho Social: Direct competitor providing social media scheduling, monitoring, and analytics as part of the broader Zoho suite — overlaps with Metricool's SMB self-serve and agency positioning.
- SocialPilot: Direct competitor targeting agencies and SMBs with multi-platform scheduling, analytics, and white-label reporting — comparable on pricing tier structure and agency positioning.
- Emplifi (formerly Socialbakers): Direct competitor offering AI-driven social media management, analytics, and influencer marketing tools for enterprise brands — overlaps with Metricool's analytics, AI, and competitor benchmarking capabilities.
Broad incumbents
- HubSpot Marketing Hub: Broader marketing platform that includes social media scheduling, publishing, and reporting alongside CRM, email, and automation — competes for the same marketing budgets as Metricool but at a different scale and price point.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Metricool social profiles
Digital presenceMetricool compliance and trust
Trust signalCompliance2 records
Metricool financial estimates
Financial estimateRevenue estimate
Valuation estimate
Metricool leadership team
Management profileNumber of profiles
Profiles2 records
Metricool funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Metricool M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Metricool
What does Metricool do?
Metricool is a cloud-based SaaS platform that enables social media managers, agencies, and brands to plan, schedule, publish, analyze, and report on content across 11+ social networks (Facebook, Instagram, TikTok, YouTube, X, LinkedIn, Pinterest, Threads, Bluesky, Twitch, Google Business Profile) from a unified dashboard. The platform combines AI-powered content generation, automated reporting, a unified inbox, competitor analysis, link-in-bio (SmartLinks), and team approval workflows, offered on a freemium model with paid subscription tiers.
Is Metricool a public or private company?
Metricool is a private company. It is classified as private equity controlled and is currently operating.
When was Metricool founded?
Metricool was founded in 2015. It employs 101 to 250 people.
Where is Metricool based?
Metricool is headquartered in Majadahonda, Spain, in the Europe region.
How does Metricool make money?
Four revenue lines are on record. Subscription Plans are the primary driver. The others are X Add-on, hashtag Tracker Service and AI Credits.
Who are Metricool's main competitors?
Direct peers on record are Hootsuite, Buffer, Sprout Social, Later, Agorapulse, Sendible, Zoho Social, SocialPilot and Emplifi (formerly Socialbakers). HubSpot Marketing Hub is listed as a broad incumbent.
Does Metricool have an API?
Yes. Metricool offers API access exclusively for Advanced and Custom Plans. The API enables customers to integrate Metricool's functionalities into their own platforms via API (Application Programming Interface), iFrame technique, or through the Customer's Platform. Standard Use is defined as not exceeding 500 API calls per month per Brand. API Access is not available under White Label features. Developer documentation is at help.metricool.com/en.
What industry is Metricool in?
Metricool's product category is Social Media Management Software. Its primary akta.pro industry code is HDAEAMAE, Semantic Layer, Metrics Store & Headless BI, with a secondary code of HDAAABAA, End-to-End MLOps & ML Platform Suites. Its NAICS code is 518.