Metricool
Social media management and analytics SaaS for marketers and agencies.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- METRICOOL SOFTWARE, S.L.
- Entity type
- COMPANY
- Founded
- 2015
- Headquarters
- Spain
- Company size
- 50–200
- Market role
- MarTech Vendor
- Official website
- metricool.com
What Metricool does
Metricool creates value by centralising fragmented social media and paid media workflows into one cloud platform. Customers use the software to schedule posts, monitor performance, benchmark competitors, manage inboxes, build link-in-bio pages, generate reports and coordinate multi-user approvals. This reduces tool sprawl and manual reporting work for agencies, brands and SMBs. Revenue is generated primarily through recurring software subscriptions, with account tiering based on brands, users, feature access and usage limits, and with additional monetisation from white-label access and premium reporting capabilities.
Category differentiation
Metricool is a B2B social media management and analytics software company, not a social network or a media agency. It does not own advertising inventory or operate a native walled-garden ad platform.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
METRICOOL SOFTWARE, S.L., trading as Metricool, is a Spain-based martech software company that sells a subscription platform for social media planning, publishing, analytics, paid campaign monitoring, reporting and link management. Its products are used by social media managers, marketing teams, agencies, advertisers and SMBs to run organic and paid activity across multiple social and advertising platforms from a single interface. The business operates as B2B SaaS with freemium and tiered paid plans, plus higher-value modules such as advanced reporting, white-label access and usage-linked limits. Metricool’s commercial position is built on combining scheduling, analytics, ad reporting, collaboration and agency workflows in one product at a lower price point than larger enterprise suites. Since 2024 it has been majority-owned by team.blue, adding strategic distribution and cross-sell potential.
Company news briefing
Briefing updated:
Under parent company team.blue and CEO Claudio Corbetta, Metricool has launched "Flows", a new direct messaging automation tool designed to convert social media interactions into customers. This commercial rollout accompanies the release of the 2026 State of AI in Social Media Study, which reveals that while 95% of professionals adopt AI daily, only 6% measure its content quality impact. Additionally, Metricool's multi-platform research indicates a 127% surge in YouTube Shorts views alongside widespread practitioner burnout.
Business model & monetisation
Metricool monetises through a freemium subscription SaaS model with tiered paid plans. Pricing scales by number of brands, users, features and usage ceilings such as posts and AI assistant credits. Additional revenue comes from premium analytics and reporting, higher-tier API access, and white-label licensing for agencies and partners. The commercial model is primarily recurring subscription revenue, with minor usage-linked expansion within paid plans.
- Core platform subscriptions
- Software Subscription
- Premium analytics and reporting modules
- Software Subscription
- White-label agency licensing
- Software Subscription
- Usage-linked expansion through brand, user and credit limits
- Pay-per-Use
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Metricool Launches Flows: DM Automation Tool That Turns Comments into Customers
Recorded impact score: 3.5/5
Metricool introduces Flows, a new DM automation tool that turns interactions on your content into customers. The feature is now available and highlighted on the company's blog and product menu.
Metricool Launches “Flows”: Turning Social Media Into a Sales Channel
Recorded impact score: 4/5
Metricool has launched a new product called Flows, which turns social media interactions into customers. The company also released its 2026 State of AI in Social Media Study, revealing AI's expanding role in marketing strategies.
Metricool 2026: AI Widely Used in Social Media, Rarely Measured
AI use and measurement in social media · Recorded impact score: 2/5
Metricool’s “State of AI in Social Media 2026” survey of more than 700 global social media professionals finds widespread AI adoption but limited measurement of its impact. 95% of respondents use AI for social-media work (75% daily). Common uses include text/captions (86%) and ideation (84%), while strategic and analytical uses rose markedly year-over-year. However, only 6% measure content quality and 4% measure individual post performance. Organizational safeguards are scarce: 12% report a clear AI policy at work and only 10% always disclose AI use. Metricool highlights that AI is no longer a differentiator; strategic application and human judgement remain critical.
- Metricool published the “State of AI in Social Media 2026” survey of more than 700 global social-media professionals.
- 95% of respondents use AI in their social-media work and 75% use it daily.
YouTube Shorts surge but viewer attention falls
Short-form video performance and creator monetization · Recorded impact score: 3/5
A Metricool study analyzing almost 800,000 videos from over 71,000 YouTube channels finds that Shorts now generate the majority of YouTube views (61%) and Shorts views rose 127% year-over-year, but average watch time per Short dropped to 16 seconds. Overall views rose 76% while engagement fell 45% and average playback time declined 37%. Monetization metrics — ad impressions, monetized plays and estimated ad revenue — each fell by more than 50%, with estimated revenue per video down 55%. Alphabet’s reported YouTube ad revenue grew year-over-year, indicating the study offers a partial view. Analysts recommend combining Shorts and longform formats to attract new audiences while retaining attention and improving long-term engagement.
- Shorts generate 61% of all YouTube views according to the Metricool analysis.
- YouTube Shorts views increased by 127% year-over-year.
YouTube success: Longform, Regular Posting, Thematic Focus
Social Platform · Recorded impact score: 2/5
A Metricool study analyzing 799,718 videos from 71,177 YouTube channels (comparison February 2025 vs February 2026) finds that longform videos significantly increased average views (+76% from 3,404 to 5,985 per video) and estimated watch time (+11%), while average watch duration per video fell from 3.98 to 2.51 minutes (-37%) and engagement rate declined (-45%). Shorts grew faster in raw views (+127%) and now account for 61% of all YouTube video views, though average watch time for Shorts is around one-third that of classic videos. About 10.08% of channels moved up a size tier (2,000–10,000 subscribers saw the highest uplift at 16%). The study recommends combining Shorts for reach with longform for education and trust, plus thematic specialization and regular posting for sustained discoverability.
- Metricool analyzed 799,718 videos from 71,177 YouTube channels, comparing February 2025 to February 2026.
- Average views for classic YouTube videos rose 76% year-over-year, from 3,404 to 5,985 views per video.
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Questions about Metricool
What is Metricool?
Metricool is a B2B SaaS platform for social media planning, publishing, analytics, paid campaign reporting, reporting automation and related marketing workflows.
Who uses Metricool?
Metricool is used by social media managers, marketing teams, digital agencies, advertisers, creators working professionally, and SMBs managing multiple social channels.
How does Metricool make money?
Metricool makes money through freemium-to-paid subscription plans, premium reporting and analytics features, white-label access, and usage-based expansion within paid tiers.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
16 publicly documented primary sources and citations linked across the market graph.
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