Later vs Metricool: Which is better in 2026?
A side-by-side comparison of pricing, features, and use cases to help you decide between Later and Metricool.
Visual social media scheduler built for Instagram
Social media management with built-in ad analytics
Head-to-head comparison
| Feature | Later | Metricool |
|---|---|---|
| Starting price | $18/mo ✓ Cheaper | $22/mo |
| Free plan | ✗ No | ✓ Yes |
| Pricing model | paid | paid |
| G2 rating | 4.5/5 ↑ | 4.4/5 |
| Capterra rating | 4.4/5 | 4.6/5 |
| Founded | 2014 | 2016 |
Later: pros & cons
- ✓Best-in-class Instagram workflow
- ✓Visual grid preview for Instagram
- ✓Linkin.bio is excellent for creators
- ✓Clean, easy-to-use interface
- ✗Less powerful for Twitter/X and LinkedIn
- ✗Limited social listening features
- ✗More expensive per post than competitors
- ✗No bulk upload on starter plan
Metricool: pros & cons
- ✓Includes ad analytics (Meta, Google) — unique at this price
- ✓Free plan available
- ✓Good competitor monitoring
- ✓Affordable for agencies
- ✗UI can feel busy
- ✗Less polished than Later or Buffer
- ✗Analytics depth limited on lower plans
- ✗Customer support can be slow
Choose Later if...
Later is the better choice if you need visual scheduling calendar or instagram grid preview. It scores 4.5/5 on G2.
Read Later review →Choose Metricool if...
Metricool is the better choice if you prioritise social media scheduling or ad performance tracking, or need a free plan. It scores 4.4/5 on G2.
Read Metricool review →Our verdict
Later edges ahead on user ratings (4.5/5 on G2). Later is the cheaper option. The right choice depends on which features matter most to your team — use the comparison table above to decide.
Later vs Metricool: frequently asked questions
Is Later better than Metricool?
Later has a higher G2 score (4.5/5 vs 4.4/5). The best tool depends on your specific use case and budget.
Which is cheaper, Later or Metricool?
Later is cheaper, starting at $18/mo.
What is the main difference between Later and Metricool?
Later focuses on visual scheduling calendar, instagram grid preview, linkin.bio page. Metricool focuses on social media scheduling, ad performance tracking, competitor analysis. Both serve similar use cases but differ in approach and pricing model.