If analytics is what matters most to you, Metricool and Iconosquare are two of the most data-rich social media tools on the market. But they take fundamentally different approaches. Metricool is the generalist — it spreads across 13 platforms, tracks your ad campaigns alongside organic content, monitors competitors, and includes an AI assistant for captions. Iconosquare is the specialist — it focuses on 6 platforms but provides over 100 analytics metrics, industry benchmarks that tell you how you stack up against peers in your vertical, and what is widely considered the best Instagram analytics available anywhere.
This is a classic breadth-versus-depth tradeoff, and the right choice depends on what questions you need your analytics to answer. If you want a single dashboard that covers everything from TikTok to Google Ads, Metricool is built for that. If you want to know exactly how your Instagram engagement rate compares to the median in your industry, Iconosquare is built for that. Jump ahead to pricing or features, or explore our full social media management alternatives guide.
Metricool vs Iconosquare at a Glance
| Feature | Metricool | Iconosquare |
|---|---|---|
| Starting Price | Free (1 brand, 50 posts/mo) | $39/mo (5 profiles, 100 posts/mo) |
| Free Plan | Yes | No |
| Platforms Supported | 13 | 6 |
| Analytics Metrics | Comprehensive | 100+ metrics |
| Industry Benchmarks | No | Yes |
| Competitor Tracking | Yes | Yes |
| Ad Campaign Analytics | Yes (Google + Meta) | No |
| AI Caption Generation | Yes (all plans) | No |
| AI Image Generation | No | No |
| Hashtag Tracking | Yes | Yes |
| Link-in-Bio | SmartLinks | No |
| Instagram Grid Preview | No | Yes |
| Looker Studio Integration | Yes | No |
| Report Builder | Yes | Yes (custom) |
| G2 Rating | 4.5/5 (363 reviews) | 4.5/5 (135 reviews) |
Metricool Overview
Metricool positions itself as the all-in-one analytics and scheduling hub. The platform covers 13 social networks — more than almost any competitor — and layers in paid ad tracking for Google and Meta campaigns. This means you can see your organic post performance, paid ad ROI, and competitor activity in a single interface. The AI assistant generates captions across all plans, and the SmartLinks feature provides a link-in-bio solution. For agencies, the Looker Studio integration enables fully custom client dashboards that pull live data from Metricool.
The analytics are genuinely strong across the board, but they do not go as granular as dedicated analytics tools on any single platform. You get all the metrics that matter for day-to-day decision-making — engagement rates, reach, follower growth, best posting times — without the ultra-specific breakdowns that brands obsessing over a single platform might want. Read our full Metricool reviews analysis for more.
Iconosquare Overview
Iconosquare was one of the original Instagram analytics tools, and that heritage shows. The platform provides over 100 analytics metrics across its supported platforms, with particular depth on Instagram. Industry benchmarks let you compare your performance against others in your vertical — a feature that is surprisingly rare in the social media tool space. The competitor tracking goes beyond basic follower counts to analyze content strategy and engagement patterns. And the Instagram grid preview helps visual brands plan their feed aesthetic before publishing.
The tradeoff is scope. Iconosquare supports 6 platforms (Instagram, Facebook, X/Twitter, LinkedIn, TikTok, and Pinterest), which covers the essentials but leaves out YouTube, Google Business Profile, Twitch, and several others that Metricool handles. There is no AI caption generation, no AI image tools, and scheduling is capped at 100 posts per month on the entry-level Launch plan. Iconosquare is not trying to be everything — it is trying to be the best analytics tool for the platforms it does cover. For a deeper dive, see our Iconosquare reviews breakdown.
Pricing Comparison
Metricool Pricing
Metricool's pricing scales by brand count with generous post limits. See our detailed Metricool pricing guide.
| Plan | Monthly Price | Brands | Posts/Month | Users | Key Extras |
|---|---|---|---|---|---|
| Free | $0 | 1 | 50 | 1 | Basic analytics, AI assistant |
| Starter | $22/mo | 5 | Unlimited | Multiple | Competitor tracking, full reports |
| Advanced | $54/mo | 15 | Unlimited | Multiple | Looker Studio, ad analytics |
| Enterprise | Custom | Custom | Unlimited | Custom | Dedicated support, SLA |
A freelancer managing 3-4 clients gets everything on the $22/mo Starter plan. An agency with a dozen clients moves to the $54/mo Advanced plan. The free plan is a legitimate starting point with real analytics, not just a demo.
Iconosquare Pricing
Iconosquare prices by profiles and users with no free tier. Full details are in our Iconosquare pricing guide.
| Plan | Monthly Price | Profiles | Users | Posts/Month | Key Extras |
|---|---|---|---|---|---|
| Launch | $39/mo | 5 | 1 | 100 | 100+ metrics, benchmarks |
| Scale | $83/mo | 5 | 3 | Unlimited | Custom dashboards, team features |
| Excel | $139/mo | 5 | 6 | Unlimited | Advanced reporting, priority support |
The entry barrier is higher — $39/mo with a 100-post cap and single user. To get unlimited posts and team access, you need the $83/mo Scale plan. The 5-profile limit applies across all plans; additional profiles require add-on pricing.
Price Verdict
Metricool wins on value at every tier. The free plan gives you a risk-free starting point that Iconosquare simply does not offer. At the paid level, Metricool's $22/mo Starter plan with 5 brands and unlimited posts undercuts Iconosquare's $39/mo Launch plan that limits you to 100 posts and 1 user. The gap widens at scale — $54/mo for 15 brands on Metricool versus $83/mo for 5 profiles on Iconosquare. However, if Iconosquare's deeper analytics justify the premium for your use case, the pricing difference is a secondary concern.
Feature Comparison
Scheduling & Publishing
| Capability | Metricool | Iconosquare |
|---|---|---|
| Visual Calendar | Yes | Yes |
| Auto-Publishing | Yes (13 platforms) | Yes (6 platforms) |
| Best Time Suggestions | Yes | Yes |
| Post Limit (Entry Plan) | 50/mo (free), unlimited (paid) | 100/mo (Launch) |
| Instagram Grid Preview | No | Yes |
| Bulk Scheduling | Yes | Yes |
| First Comment Scheduling | Yes | Yes |
| Content Labels/Tags | No | Yes |
Winner: Metricool. Wider platform support and unlimited posts on paid plans give Metricool the edge for scheduling volume. However, Iconosquare's Instagram grid preview is a genuinely valuable feature for visually-driven brands that neither Metricool nor most competitors offer.
AI Tools
| Capability | Metricool | Iconosquare |
|---|---|---|
| AI Caption Generation | Yes (all plans) | No |
| AI Image Generation | No | No |
| AI Hashtag Suggestions | Yes | No |
| AI-Powered Insights | Limited | No |
Winner: Metricool. This category is straightforward — Metricool has AI tools and Iconosquare does not. Metricool's AI assistant generates captions and suggests hashtags on every plan. Iconosquare has not invested in AI features, which may reflect its focus on analytics over content creation.
Analytics & Reporting
| Capability | Metricool | Iconosquare |
|---|---|---|
| Total Metrics Tracked | Comprehensive | 100+ |
| Industry Benchmarks | No | Yes |
| Competitor Tracking | Yes | Yes |
| Hashtag Analytics | Yes | Yes |
| Ad Campaign Analytics | Yes (Google + Meta) | No |
| Custom Report Builder | Yes | Yes |
| Looker Studio Integration | Yes | No |
| Export Formats | PDF, CSV, Looker | PDF, CSV, email |
| Audience Demographics | Yes | Detailed |
| Content Performance | Yes | Advanced (per-format) |
| Stories Analytics | Yes | Detailed |
Winner: Depends on your needs. This is the core battleground and there is no universal winner. Metricool wins on breadth — more platforms, ad campaign tracking, and Looker Studio for custom dashboards. Iconosquare wins on depth — more granular metrics per platform, industry benchmarks for contextualizing your data, and more detailed audience and content breakdowns. If you need to report across 13 platforms and paid campaigns, Metricool. If you need to deeply understand performance on 6 core platforms relative to your industry, Iconosquare.
Team Collaboration
| Capability | Metricool | Iconosquare |
|---|---|---|
| Users (Entry Plan) | 1 | 1 |
| Users (Mid Plan) | Multiple | 3 |
| Users (Top Plan) | Multiple | 6 |
| Approval Workflows | Limited | Yes |
| Client Reporting | Yes | Yes |
| Custom Dashboards | Looker Studio | Built-in |
| White-Label Reports | No | Yes (Excel plan) |
Winner: Iconosquare. Built-in custom dashboards, white-label reports on the Excel plan, and clearer approval workflows make Iconosquare slightly better suited for agency team collaboration. Metricool's Looker Studio integration is powerful but requires additional setup.
Platform Support
| Platform | Metricool | Iconosquare |
|---|---|---|
| Yes | Yes | |
| Yes | Yes | |
| X (Twitter) | Yes | Yes |
| Yes | Yes | |
| TikTok | Yes | Yes |
| Yes | Yes | |
| YouTube | Yes | No |
| Google Business Profile | Yes | No |
| Twitch | Yes | No |
| Threads | Yes | No |
| Bluesky | Yes | No |
| Snapchat | Yes | No |
| Yes | No |
Winner: Metricool. Thirteen platforms versus six. If your strategy includes YouTube, Google Business Profile, Twitch, Threads, or any of the others Iconosquare does not support, Metricool is the only option here.
What Real Users Say
Metricool Reviews
G2: 4.5/5 from 363 reviews. Users highlight the all-in-one dashboard that covers organic and paid performance. The competitor tracking is frequently praised as a decision driver. Common critiques mention occasional data sync delays and wanting more customization in the report builder.
Trustpilot: 1.8/5 from 28 reviews. The low Trustpilot score is based on a very small sample, with complaints focused on billing and cancellation friction rather than product quality. The small review count makes this less reliable as a signal.
Iconosquare Reviews
G2: 4.5/5 from 135 reviews. Users praise the analytics depth, especially for Instagram. Industry benchmarks are frequently cited as a feature users cannot find elsewhere. The main complaints involve the pricing relative to the platform count and the post cap on the Launch plan.
Trustpilot: 2.5/5 from 5 reviews. With only 5 reviews, this score is statistically irrelevant and should not factor into a purchasing decision. There is simply not enough data to draw any conclusions about customer satisfaction from Trustpilot.
Review Verdict
Both tools carry identical G2 scores of 4.5/5, though Metricool has more than twice the reviews (363 vs 135). Neither tool has a meaningful Trustpilot presence. Based on available data, user satisfaction is comparable — the difference comes down to what users value. Metricool users love the breadth; Iconosquare users love the depth.
Who Should Use Metricool?
For more Metricool alternatives, see our alternatives to Metricool page. You can also compare Metricool vs Zoho Social and Metricool vs Vista Social.
- Multi-platform marketers who need a single analytics view across 13 networks
- Paid media managers who want ad campaign data alongside organic metrics
- Budget-conscious freelancers who want to start free and scale up
- Agency owners managing many brands who need competitive per-brand pricing
- Teams using Google Looker Studio for client reporting and dashboards
- Marketers who value AI tools for caption and hashtag generation
Who Should Use Iconosquare?
For more options, explore our alternatives to Iconosquare page.
- Instagram-focused brands that need the deepest possible analytics for that platform
- Brands that want industry context through benchmarks showing how they compare to peers
- Visual-first brands that rely on the Instagram grid preview for feed planning
- Agencies producing white-label reports for clients who expect polished deliverables
- Analytics purists who want 100+ metrics and are willing to pay more for that depth
- Teams focused on 6 core platforms who do not need YouTube, Google Business, or Twitch coverage
Get Analytics, AI, and Unlimited Scheduling in One Tool
Choosing between Metricool's breadth and Iconosquare's depth is a real tradeoff. But what if you did not have to choose between analytics and AI-powered content creation? PostPlanify combines scheduling, analytics, and full AI capabilities — including image generation — at a straightforward price.
| Feature | Metricool (Starter) | Iconosquare (Launch) | PostPlanify (Growth) |
|---|---|---|---|
| Monthly Price | $22/mo | $39/mo | $39/mo |
| Social Accounts | 5 brands | 5 profiles | 6 accounts |
| Scheduled Posts | Unlimited | 100/mo | Unlimited |
| AI Captions | Yes | No | Unlimited |
| AI Image Generation | No | No | Yes (7 models) |
| Industry Benchmarks | No | Yes | No |
| Canva Integration | No | No | Yes |
| Google Drive | No | No | Yes |
| Link-in-Bio | SmartLinks | No | Yes |
PostPlanify's Growth plan at $39/mo matches Iconosquare's Launch plan price but includes unlimited posts, unlimited AI captions, and AI image generation across 7 models — features neither Metricool nor Iconosquare provide at any price. The Premium plan at $99/mo adds unlimited social accounts, unlimited team members, approval workflows, and full analytics. If you want content creation tools that match the analytics, explore PostPlanify plans or start your free trial.
FAQ
Is Metricool or Iconosquare better for Instagram analytics?
Iconosquare has the edge for Instagram specifically. With 100+ metrics, industry benchmarks, Stories analytics, and the grid preview feature, it provides deeper Instagram insights than Metricool. However, Metricool covers Instagram analytics competently — the gap matters most for brands where Instagram is their primary channel and they need granular, industry-contextualized data.
Does Iconosquare have a free plan?
No. Iconosquare starts at $39/mo for the Launch plan with 5 profiles, 1 user, and 100 posts per month. They do offer a free trial period, but there is no permanently free tier. Metricool, by contrast, offers a free plan with 1 brand and 50 posts per month that you can use indefinitely.
Can Metricool track Google and Meta ad campaigns?
Yes. Metricool integrates with both Google Ads and Meta Ads (Facebook and Instagram advertising), allowing you to see paid campaign performance alongside your organic social metrics. This is one of Metricool's strongest differentiators — most social media tools, including Iconosquare, do not offer ad campaign tracking at all.
What are industry benchmarks in Iconosquare?
Industry benchmarks let you compare your social media performance against the median and top performers in your specific industry vertical. For example, you can see how your Instagram engagement rate compares to other fashion brands, restaurants, or SaaS companies. This contextualizes your numbers — a 2% engagement rate might be excellent in one industry and below average in another. It is one of Iconosquare's most unique features.
Which tool is better for agencies?
It depends on the agency's priorities. For agencies managing many clients across diverse platforms, Metricool's pricing ($22/mo for 5 brands, $54/mo for 15 brands) is significantly more accessible than Iconosquare's ($39-$139/mo for 5 profiles). For agencies that specialize in Instagram and need white-label reporting with deep analytics, Iconosquare's Excel plan offers capabilities Metricool lacks. Consider your client mix, platform focus, and reporting needs.
Does either tool support Threads or Bluesky?
Metricool supports both Threads and Bluesky for scheduling and analytics. Iconosquare does not currently support either platform. If newer social networks are part of your strategy, Metricool's faster platform adoption gives it an advantage.
Can I use Iconosquare just for analytics without scheduling?
Technically yes — you can subscribe to Iconosquare and use only the analytics features without using the scheduler. However, all plans include scheduling as part of the package, so you would still be paying for that functionality. There is no analytics-only tier at a reduced price. If scheduling is not important to you, you are essentially paying a premium for Iconosquare's analytics depth regardless.
How do Metricool and Iconosquare compare for TikTok analytics?
Both tools support TikTok analytics, but with different levels of detail. Metricool provides standard TikTok metrics — views, engagement, follower growth, and best posting times — plus competitor tracking for TikTok accounts. Iconosquare also covers TikTok analytics with its characteristically detailed approach, including content performance breakdowns by format. For most users, both provide sufficient TikTok data; the difference is more pronounced on Instagram where Iconosquare's depth advantage is most apparent.
