ETSIME-UPM

What ETSIME-UPM does

Metricool (legal entity: METRICOOL SOFTWARE, SL) is a Madrid-headquartered SaaS company operating an all-in-one social media management platform. It serves social media managers, agencies, brands, and individual creators by consolidating planning, scheduling, analytics, reporting, competitor benchmarking, inbox management, and link-in-bio functionality across 11+ social networks including Instagram, Facebook, X, YouTube, TikTok, LinkedIn, Bluesky, Threads, Twitch, Pinterest, and Google Business Profile. The product is localized in 7+ languages (Spanish, English, Portuguese, Italian, French, German, Catalan) and operates on a freemium go-to-market with four tiers — Free, Starter (€11.99/month), Advanced (€27.99/month), and Custom — supplemented by white-label and embedded options tailored for agencies and enterprise clients.

The underlying technology stack is built on direct API integrations with each supported platform (including documented partnerships with YouTube API Services, Canva, and Zapier), enabling unified publishing, native content ingestion, and cross-network reporting. More recent platform extensions include SmartLinks, a link-in-bio product for creators, and an MCP (Model Context Protocol) layer that connects the platform's data to external AI agents. AI-assisted features include MetriLAB AI for post-text generation, an AI Alt Text Generator for image accessibility, and predictive "best-time-to-post" recommendations. The platform is wholly owned by team.blue Group, a European digital services group, which provides distribution and capital backing.

The business model is multi-tier subscription SaaS with a low-friction freemium funnel targeting individual creators and SMBs, mid-tier plans for agencies managing multiple client accounts, and a Custom tier plus white-label product for enterprises. Notable brand customers visible in public case studies include adidas, 7-Eleven, BMW, Burger King, Aldi, AliExpress, Alexander McQueen, BB Hotels, Cirque du Soleil, and Havas. The company publishes an annual benchmark research series covering YouTube, Instagram, TikTok, and LinkedIn, which functions as both a marketing asset and a data-network flywheel.

Name

ETSIME-UPM

Legal name

METRICOOL SOFTWARE, SL

Website

https://mtr.bio

Company type

Private

Founded year

1777

Operating status

Operating

Headcount range

11–50 employees

Short description

Metricool is a Madrid-based SaaS platform that provides social media planning, scheduling, analytics, reporting, and link-in-bio tools across 11+ networks for creators, agencies, and brands, operating on a freemium subscription model under team.blue Group ownership.

Ownership category

akta.pro rank

Product category

Social Media Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro industry

PRIMARYHDAEAMAE

Semantic Layer, Metrics Store & Headless BI

Hardware, Technology & Telecom/Enterprise Platforms & Databases/Business Intelligence (BI) Tools

SECONDARYHDABAJAE

Metrics, Time-Series Monitoring & Alerting

Hardware, Technology & Telecom/Cloud & Data Center Infrastructure/Observability, Monitoring & AIOps for Cloud

Keywords

• Social media management
• Social media analytics
• Content scheduling
• Social media marketing
• Influencer marketing tools

Headquarters

HQ city

Madrid, Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Freemium SaaS Subscription: Metricool operates a freemium model offering a free plan with limited features and paid tiers (Starter, Advanced, Custom) that unlock additional brands, social accounts, publications, analytics, and advanced features. Revenue is generated through recurring monthly or annual subscription fees, with pricing based on the number of brands managed and plan tier.
2. X (Twitter) Add-on: Separate paid add-on for each X (Twitter) account connected, in addition to the base subscription plan. Only available to paying customers. Each add-on extends the billing cycle of the base plan.
3. Hashtag Tracker Service: Day-based purchase (per day of monitoring) for Instagram and/or X hashtag tracking, billed separately from subscription plans. Requires at minimum a Free plan for Instagram or a paid plan + X Add-on for X tracking.
4. Affiliate Program: Tiered commission structure: Tier 1 (25% of referred customer spending, up to $100 cap per customer), Tier 2 (50%, up to $300 cap) after reaching 200 referred customers. Commissions accrue after 30 days of paid subscription by the referred customer.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Metricool is a cloud-based social media management SaaS platform that enables brands, agencies, and creators to plan, schedule, publish, analyze, and optimize content across 11+ social networks from a single unified dashboard. It bundles AI-assisted content generation, competitor benchmarking, a unified inbox, advertising management, and a SmartLinks link-in-bio tool, with a Custom Plan tier offering white-label and API embedding for agencies and platforms. The platform is offered under a freemium model with Starter, Advanced, and Custom paid subscription tiers.

Product overview

Metricool is a comprehensive social media management platform offered as a unified system with multiple integrated modules. The core platform provides social media scheduling and analytics across major networks (Facebook, Instagram, TikTok, YouTube, X, LinkedIn, Pinterest, Threads, Twitch, Bluesky, Google Business Profile). The platform architecture includes: reporting modules (Metricool Studio, Campaign Dashboard, Reports, Looker Studio Connector, Hashtag Tracker); planning/execution tools (Planner, Approval System, SmartLinks, AI Social Media Assistant, Inbox, Autolists); measurement features (Analytics, Competitors, Ads); and add-on services (X Add-On, Metricool Integration, Metricool White Label, MetriLAB AI/MCP). The platform follows a freemium model with Free, Starter, Advanced, and Custom subscription tiers.

Differentiator

Problem solved

Functional benefit

Products and services

• Metricool (Core Platform) All-in-one cloud-based social media management SaaS platform that enables brands, agencies, and creators to plan, schedule, publish, analyze, and optimize content across 11+ social networks from a single unified dashboard. Sold as freemium subscription (Free, Starter, Advanced, Custom).
• SmartLinks Link-in-bio tool that creates a customizable mini landing page with multiple links, buttons, images, videos, and posts, with integrated click, visit, and CTR analytics. Available for paid plans only and used by over 3.5 million social media managers, brands, and agencies.
• Hashtag Tracker Separate paid day-based service for monitoring hashtag activity on Instagram (up to 10,000 posts/session) and X (up to 100,000 posts/session). Billed separately from subscription plans and requires at minimum a Free plan for Instagram or a paid plan plus X Add-On for X tracking.
• X (Twitter) Add-On Paid add-on required for each X (Twitter) account connected to Metricool, in addition to the base subscription plan. Required for X account access, X Analytics, and X Hashtag Tracker functionality. Each add-on extends the base plan billing cycle.
• Metricool Integration (API / iFrame White-Label Embedding) Custom Plan offering that allows SaaS platforms and large agencies to embed Metricool's functionalities into their own platform via API or iFrame. Standard Use is defined as not exceeding 500 API calls per month per Brand. Available only on the Custom Plan.
• Metricool White Label Full white-label solution available on the Custom Plan that removes Metricool branding, allowing agencies and platforms to offer social media management under their own brand to their end users.

Quantifiable outcome

• 11% of accounts under 10K followers on YouTube grew between 2025 and 2026 (based on Metricool's 2026 YouTube Study of 799,718 videos from 71,177 accounts)

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability10 records

Feature10 records

Partnerships

Six partnerships are on record, tiered core.

• Google (YouTube API Services)coreTechnology or IntegrationMetricool uses YouTube API Services provided by Google to enable features such as connecting YouTube channels, scheduling YouTube videos, accessing YouTube analytics data, and managing YouTube content from within the Metricool platform. Users authorize Metricool's access to their YouTube account data through Google's OAuth flow.
• CanvacoreTechnology or IntegrationCanva is integrated as a design tool within Metricool, allowing users to design in Canva and schedule directly from Metricool. Available as the Canva Add-On within the platform. This integration streamlines the creative workflow for social media managers.
• ZapiercoreTechnology or IntegrationZapier integration allows Metricool users to connect the platform with thousands of other web applications and automate workflows. The integration is available exclusively on Advanced and Custom Plans, enabling enterprise users to build custom automation pipelines.
• Google Looker StudiocoreTechnology or IntegrationMetricool offers a Looker Studio Connector and integration with Google Looker Studio for creating advanced, custom reports. This is available only on Advanced and Custom Plans, allowing agencies to build sophisticated data visualizations using Metricool data alongside other data sources.
• Social Networks (Facebook, Instagram, Threads, X, Pinterest, TikTok, Twitch, LinkedIn, Bluesky, Google Business Profile)coreTechnology or IntegrationMetricool integrates via API with all major social networks and platforms. Each platform's API determines available functionalities (scheduling, analytics, messaging, ad management). These are not formal partnerships but API-based integrations enabling Metricool's core product functionality.
• team.blue GroupcoreTechnology or IntegrationMETRICOOL SOFTWARE is part of the team.blue Group and has joint controllership with team.blue N.V. Customer data is shared internally for marketing statistics, internal administration, and reporting. team.blue hub analytics service collects anonymized user data across the team.blue brand network.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hootsuite: Hootsuite is the largest direct competitor in social media management, offering scheduling, analytics, and inbox across major networks with self-serve and enterprise tiers. It competes head-to-head with Metricool for the same social-media-manager and agency personas.
• Sendible: Sendible is an SMM platform built primarily for agencies managing multiple client brands — directly overlapping with Metricool's primary persona and Custom Plan (white-label/API) value proposition.
• Buffer: Buffer is a freemium-first social media scheduling and analytics tool targeting the same SMB and creator personas as Metricool. Its PLG motion and free tier overlap directly with Metricool's pricing strategy.
• Later: Later is a social media management platform with strong visual content planning, particularly for Instagram and TikTok. It targets similar SMB/creator audiences and competes on scheduling, analytics, and link-in-bio tools.
• Agorapulse: Agorapulse is a direct SMB-focused SMM competitor with scheduling, inbox, reporting, and agency-focused features including client approval workflows — overlapping Metricool's Advanced/Custom Plan capabilities.
• SocialPilot: SocialPilot is a freemium SMB-focused SMM scheduling and analytics tool with agency-friendly pricing, comparable in scope and pricing structure to Metricool's Starter/Advanced tiers.
• Sprout Social: Sprout Social is a publicly-traded direct competitor in social media management focused on agencies and mid-market brands. Its analytics, scheduling, and inbox suite overlaps substantially with Metricool's core platform offering.

Broad incumbents

• Sprinklr: Sprinklr is a broader enterprise customer experience management platform that includes social media management as one module. It competes with Metricool at the Custom/enterprise tier but spans a wider portfolio.
• HubSpot: HubSpot is an incumbent marketing/CRM platform that bundles social media scheduling and monitoring into its broader Marketing Hub. It overlaps at the brand-customer segment but does not specialize in SMM.
• Zoho Social: Zoho Social is part of the broader Zoho business application suite, offering scheduling, monitoring, and analytics. It overlaps with Metricool's SMB offering but is positioned as part of Zoho's integrated business suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/metricool
• YouTubeyoutube.com/channel/UC0NjePvj-YE5qeysRNfY-gA
• Facebookfacebook.com/metricoolEN
• LinkedInlinkedin.com/company/etsimeupm
• Instagraminstagram.com/metricool
• TikToktiktok.com/@metricoolglobal
• Pinterestpinterest.com/metricool

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ETSIME-UPM