Metricool vs Later: Which is better in 2026?
A side-by-side comparison of pricing, features, and use cases to help you decide between Metricool and Later.
Social media management with built-in ad analytics
Visual social media scheduler built for Instagram
Head-to-head comparison
| Feature | Metricool | Later |
|---|---|---|
| Starting price | $22/mo | $18/mo ✓ Cheaper |
| Free plan | ✓ Yes | ✗ No |
| Pricing model | paid | paid |
| G2 rating | 4.4/5 | 4.5/5 ↑ |
| Capterra rating | 4.6/5 | 4.4/5 |
| Founded | 2016 | 2014 |
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
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
Choose Metricool if...
- →You're a freelancer or agency managing multiple client brands and want scheduling plus white-label reporting in one affordable tool
- →You run paid ads on Meta or Google and want to see social media and ad performance in the same dashboard
- →You want to monitor competitor social accounts alongside your own posting calendar
Choose Later if...
- →Your brand is Instagram-first and you want a visual grid preview before scheduling posts
- →You rely on a link-in-bio page (Linkin.bio) to drive traffic from Instagram to multiple URLs
- →Your team manages content for Instagram, TikTok, and Pinterest alongside other channels
Our verdict
Metricool and Later are closely matched on user ratings. Later is the more affordable option. Metricool offers a free plan — a lower-risk way to test before committing. The right pick depends on your team size and workflow.
Metricool vs Later: frequently asked questions
Is Metricool better than Later?
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, Metricool or Later?
Later is cheaper, starting at $18/mo.
What is the main difference between Metricool and Later?
Metricool focuses on social media scheduling, ad performance tracking, competitor analysis. Later focuses on visual scheduling calendar, instagram grid preview, linkin.bio page. Both serve similar use cases but differ in approach and pricing model.
Can I migrate from Metricool to Later?
Most teams migrate between Metricool and Later within a day or two. Export your data from Metricool (typically as CSV or via API), then use Later's import wizard to bring it across. Check each tool's help centre for a step-by-step migration guide before switching.