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Social Media Marketing

Metricool

EU-Made Report an error

Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: 2 of 4 dimensions proven

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by Metricool S.L. · metricool.com

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Read this page as one judge. Each weighs the same scores by what they care about.

The Analyst

Weighted verdict

Has to compare metrics the networks define differently and report a number the board believes. Wants history retained past the platforms' own windows, normalisation documented rather than hidden, and UTM attribution that reaches web analytics.

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The Analyst

Publishing & calendar

How this is scored

Scheduling across networks: per-network formatting, the calendar as a working surface, bulk operations, and what happens when a post fails at 3am.

0 — One post to several networks at once with no per-network variation and no calendar.

3 — A calendar with scheduling and basic per-network text variants; failures are discovered by noticing the post never appeared.

5 — Per-network content, media and first-comment variants, drafts, a usable calendar with drag-and-drop, and failure notifications with a retry.

8 — Bulk upload and CSV import, evergreen or queue-based scheduling, link shortening with UTM rules, preview matching each network's actual rendering, and stories, reels or shorts supported where the API allows.

10 — Publishing is dependable at volume: hundreds of scheduled items across many accounts without collision, best-time recommendations from the account's own history, and every failure surfaced with the platform error and a one-click recovery.

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The Analyst

The planner is a real working surface — drag-and-drop calendar, best times, Autolists, auto publication, recurring scheduling and an unlimited RSS feed across Facebook, Instagram, Threads, Bluesky, Pinterest, TikTok, YouTube, Twitch and LinkedIn — which is queue-based scheduling taken seriously. I found no public information on failure notifications with retry, bulk upload or CSV import, per-network previews, or link shortening with UTM rules, and unlimited scheduling carries a Fair Use Policy asterisk. 1 3 3 3

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Engagement & community inbox

How this is scored

Comments, mentions and messages in one queue — the half of the job that is customer service wearing a marketing badge.

0 — No inbox; engagement happens in each native app.

3 — Mentions and comments listed per network with no assignment, no status and no history.

5 — A unified inbox across the connected networks with assignment, status and internal notes, and the conversation history visible per person.

8 — Direct messages included where the API allows, saved replies, SLA timers, sentiment or priority flags, spam and hidden-comment handling, and escalation to a helpdesk.

10 — The inbox is a service desk: every public and private interaction in one queue with ownership and response-time reporting, moderation rules that act automatically, and a per-person history spanning networks.

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The Analyst

An inbox collects all messages in one place across Instagram, Facebook, Google Business Profile, TikTok, YouTube and LinkedIn with Twitter on an add-on, the policy pages confirm comments and direct messages are handled, and Flows can turn comments into DMs automatically. I found no public information on assignment, status and internal notes, per-person conversation history, saved replies, SLA timers, sentiment flags or escalation to a helpdesk. 2 3 3

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Analytics & reporting

How this is scored

Measurement across networks with different metrics and retention windows, plus the reporting an agency hands a client.

0 — Per-network vanity counts pulled live; no history kept.

3 — Basic post and profile metrics with a short history and no cross-network comparison.

5 — Metrics stored beyond the networks' own retention, cross-network comparison, competitor benchmarking, and scheduled exports.

8 — Custom dashboards, white-label client reporting, paid and organic combined where the API allows, UTM-based attribution into web analytics, and audience demographics over time.

10 — Reporting answers what worked and why: metrics normalised across networks with the differences documented rather than hidden, full historical retention independent of platform windows, and exports an agency can hand over unedited.

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The Analyst

Metrics storage is unlimited on paid plans — history kept past the networks' own windows — and the 30-day Twitter/X storage limit is footnoted rather than hidden, alongside competitor analysis up to 100 profiles, automated PDF and PPT reports with monthly sending, campaign dashboards and a Looker Studio connector. I found no public information on UTM-based attribution into web analytics, audience demographics over time, or white-label client reporting an agency could hand over unedited. 3 3 3

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Approvals, roles & brand safety

How this is scored

How a team of several people and an agency publish to a brand account without an accident — and who can be shown to have approved what.

0 — Shared login, no roles, no approvals.

3 — Separate users with a coarse admin split and an optional single approval step.

5 — Roles per network and account, multi-step approval workflows, comments on drafts, and an activity log.

8 — Client or brand workspaces with strict separation, configurable approval chains including legal review, content locking after approval, and an audit trail of who changed and published what.

10 — Governance a regulated brand could pass an audit on: complete audit trail of edits, approvals and publications, enforced approval before anything reaches a network, granular permissions per account and action, and no shared credentials anywhere in the design.

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The Analyst

There is a post approval system, team and client management, role management and unlimited team members on the upper tiers. I found no public information on multi-step approval chains, comments on drafts, an activity log or audit trail, or per-account permission granularity — so who can be shown to have approved what stops at a single step. 1 3 3

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Network coverage & API resilience

How this is scored

Which networks are supported through official APIs, how quickly the vendor follows platform changes, and what the customer keeps when a network breaks or leaves.

0 — A few networks, some through unofficial means, with no statement about API status or platform changes.

3 — The major networks through official APIs, but feature gaps undocumented and platform changes communicated after they bite.

5 — Official API integrations across the main networks with the per-network limitations documented, and a changelog when platform behaviour changes.

8 — Broad official coverage including the newer networks, a public status page for integrations, advance notice of deprecations, and full export of the customer's own publishing and engagement archive.

10 — Platform dependency handled as an engineering commitment: official partner status where it exists, per-network capability documented and kept current, rapid response to API changes with the history to show it, and an archive that stays the customer's whatever a network does next.

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The Analyst

Coverage is broad and current — Facebook, Instagram, Threads, Bluesky, Pinterest, TikTok, YouTube, Twitch, LinkedIn, Google Business Profile, plus Facebook, Google and TikTok Ads — with YouTube described as using Google's API services and the Twitter/X add-on requirement and its 30-day storage limit documented. I found no public information on an integration status page, a changelog for platform behaviour changes, deprecation notices, or export of the customer's own publishing and engagement archive. 2 3 3

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European sovereignty

How this is scored

Where the archive and the community conversations are processed, who the contracting entity is, which subprocessors touch them. Independently sourced by the sovereignty pipeline. Note that the networks themselves are non-EU by definition — this criterion judges the tool, not the platforms it talks to.

0 — Non-EU vendor and contracting entity, hosting unstated, subprocessors unnamed.

3 — EU hosting offered as an option while the contracting entity is non-EU, or the subprocessor list is absent.

5 — EU hosting as standard and an EU contracting entity, but parts of the chain — AI features, analytics, support tooling — are non-EU without an explained safeguard.

8 — EU or DACH hosting on named infrastructure, EU contracting entity, complete subprocessor list published, and the handling of message content from the networks described with its legal basis.

10 — Sovereign end to end and evidenced: vendor, entity, hosting and every subprocessor European, certification published, and a DPA that squarely addresses the personal data arriving from the networks in comments and messages.

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The Analyst

EU hosting is standard — all data stored on servers inside the EU with no international transfers in processing — under an EU contracting entity, Metricool Software SL of Madrid, with Spanish law, GDPR commitments, DPO contact and AEPD complaint rights. Parts of the chain sit outside the EU without a described safeguard, with AI connectors to Claude and ChatGPT and Google processing YouTube account data, and I found no published subprocessor list or named hosting infrastructure. 2 1 4

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Pricing transparency

How this is scored

Whether a team can compute the real annual invoice for their account and user count — including the tier where approvals and the inbox begin — from public pages alone.

0 — No public prices at all; every tier is a sales conversation.

3 — A per-user headline exists, but the number of social accounts included, or the tier where approvals and the inbox appear, is unstated.

5 — Per-user or per-account prices public with billing period stated, but at least one commonly needed capability (inbox, approvals, reporting) sits in an unpriced tier.

8 — Every tier priced publicly with account and user limits, feature boundaries, the cost of an extra account or seat, minimum term and VAT treatment stated.

10 — Complete price computability: annual invoice derivable for a given number of social accounts, users and client workspaces, with every add-on priced.

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The Analyst

Every named tier is public with brand limits — Free manages 1 brand, Starter up to 5 brands for $20/month and up to 10 for $36, Advanced up to 15 brands for $53/month and up to 50 for $159 — with a EUR/USD toggle, the annual saving stated, VAT exclusion stated, and add-ons priced: Twitter/X $10/month per connected account, Hashtag Tracker $25/day, Advanced Analytics starting at 10 €/12 $ per month. White label and the Canva add-on are priced only on request, and I found no public information on the cost of connections beyond the +50 step or any minimum term. 3 3 3

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European sovereignty — proven facts

2 of 4 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Ownership European PE-owned ⚠ unverified 2/2 pts 2 Report an error
Data residency EU only ⚠ unverified 3/3 pts 2 Report an error
Subprocessors Not determined ⚠ unverified — uncited Report an error

Where this could be wrong

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

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Sources (14)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

  1. 1 Vendor homepage metricool.com Checked 5 Oct 2026 +3 earlier captures: 28 Sep 2026, 11 Sep 2026, 2 Sep 2026 Details →
  2. 2 Privacy policy metricool.com Checked 5 Oct 2026 Details →
  3. 3 Pricing metricool.com Checked 5 Oct 2026 +4 earlier captures: 28 Sep 2026, 21 Sep 2026, 16 Sep 2026, 11 Sep 2026 Details →
  4. 4 Legal notice metricool.com Checked 5 Oct 2026 Details →
  5. 5 Publishing & calendar — found from sitemap help.metricool.com Checked 5 Oct 2026 Details →
  6. 6 Publishing & calendar — found from sitemap help.metricool.com Checked 5 Oct 2026 Details →
  7. 7 Engagement & community inbox — found from sitemap help.metricool.com Checked 5 Oct 2026 +1 earlier capture: 1 Oct 2026 Details →
  8. 8 Engagement & community inbox — found from sitemap help.metricool.com Checked 5 Oct 2026 Details →
  9. 9 Analytics & reporting — found from sitemap metricool.com Checked 5 Oct 2026 Details →
  10. 10 Analytics & reporting — found from sitemap metricool.com Checked 5 Oct 2026 Details →
  11. 11 Approvals, roles & brand safety — found from sitemap help.metricool.com Checked 5 Oct 2026 Details →
  12. 12 Approvals, roles & brand safety — found from sitemap help.metricool.com Checked 5 Oct 2026 Details →
  13. 13 Network coverage & API resilience — found from sitemap help.metricool.com Checked 5 Oct 2026 Details →
  14. 14 Network coverage & API resilience — found from sitemap help.metricool.com Checked 5 Oct 2026 Details →