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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 Data Protection Officer

Weighted verdict

Notes that every comment and message arriving from a network is personal data the company now processes. Wants a DPA that addresses that squarely, retention on the conversation archive, and an answer on where the sentiment analysis sends the text.

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

Scored by The Data Protection Officer

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 Data Protection Officer

The planner page shows a drag-and-drop calendar, best-times scheduling, Autolists, RSS feed and recurring scheduling without credit consumption, and scheduling is offered for Instagram, X, TikTok, Facebook and YouTube. We found no public information on bulk CSV import, per-network preview rendering, or what happens when a scheduled post fails overnight. 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 Data Protection Officer

An inbox is evidenced as "all your messages in one place" across Instagram, Facebook, Google Business Profile, TikTok, YouTube and LinkedIn, with X behind a paid add-on, and a Flows feature turns comments into DMs. We found no public information on assignment, status, internal notes, SLA timers, moderation rules or a per-person history spanning networks — and for an inbox holding private messages, that silence also means no stated handling of the correspondents' data. 3 3 1 2

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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 Data Protection Officer

Metrics storage is unlimited on paid plans with the 30-day Twitter/X limit openly footnoted, competitor analysis scales to 100 profiles, and automated reports export to PDF and PPT with customizable templates, campaign dashboards and a Looker Studio connector. We found no public information on cross-network metric normalisation or audience demographics over time. 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 Data Protection Officer

Role management, team and client management and a "post approval system" are listed for the top plan, with unlimited team members. We found no public information on multi-step approval chains, comments on drafts, content locking after approval, or an audit trail showing who approved and published what — for a regulated buyer, that last absence is the decisive one. 3 3 1

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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 Data Protection Officer

The channel list is broad and current, including Threads, Bluesky, Twitch and Pinterest, and the YouTube integration runs through Google's API services. We found no public information on an integration status page, a changelog, advance notice of deprecations, or export of the customer's own publishing and engagement archive — and the terms expressly prohibit extracting data hosted in Metricool, which makes the archive question sharper. 3 2 4

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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 Data Protection Officer

EU servers are stated as standard with no international transfers in the processing, the contracting entity is METRICOOL SOFTWARE, SL of Madrid with registry details and a DPO contact, breach notification is fixed at 72 hours, and data processor agreements are concluded with subprocessors. But we found no public information on a named subprocessor list or on hosting infrastructure, the Claude and ChatGPT connectors carry no described safeguard for where message content is processed, the published retention periods cover commercial books, personal claims and tax obligations rather than the conversation archive, and nothing we saw squarely addresses the personal data arriving from the networks in comments and messages. 2 4 1

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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 Data Protection Officer

The pricing pages publish a tier matrix with brand counts ("Up to 5 brands for $20/month", "Up to 15 brands for $53/month"), a Twitter/X add-on at "$10/month per connected account", a Hashtag Tracker at "$25/day", unlimited team members on paid plans, and a VAT statement that prices exclude applicable VAT. White-label and Canva add-ons are "contact us" and we found no public information on minimum term, so the full annual invoice for a buyer needing those pieces is not computable from public pages alone. 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 →