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...
Metricool is the better choice if you need social media scheduling or ad performance tracking, or want to start for free. It scores 4.4/5 on G2.
Read Metricool review →Choose Later if...
Later is the better choice if you prioritise visual scheduling calendar or instagram grid preview. It scores 4.5/5 on G2.
Read Later 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.
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.