Metricool vs Sprout Social: Which is better in 2026?
A side-by-side comparison of pricing, features, and use cases to help you decide between Metricool and Sprout Social.
Social media management with built-in ad analytics
Enterprise social media management and analytics
Head-to-head comparison
| Feature | Metricool | Sprout Social |
|---|---|---|
| Starting price | $22/mo ✓ Cheaper | $249/mo |
| Free plan | ✓ Yes | ✗ No |
| Pricing model | paid | paid |
| G2 rating | 4.4/5 | 4.4/5 |
| Capterra rating | 4.6/5 | 4.4/5 |
| Founded | 2016 | 2010 |
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
Sprout Social: pros & cons
- ✓Best analytics of any social tool
- ✓Excellent reporting
- ✓Strong team features
- ✓Good social CRM
- ✗Very expensive
- ✗Per-seat pricing adds up fast
- ✗Overkill for small teams
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 Sprout Social if...
- →Your brand needs social listening to monitor competitor mentions, industry conversations, and emerging sentiment at scale
- →You're a mid-market or enterprise team that presents monthly social ROI reports to executives and needs boardroom-ready analytics
- →Your support team handles high volumes of inbound social messages and needs a unified inbox with smart routing and CSAT measurement
Our verdict
Metricool and Sprout Social are closely matched on user ratings. Metricool 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 Sprout Social: frequently asked questions
Is Metricool better than Sprout Social?
Both tools have similar G2 ratings. The best tool depends on your specific use case and budget.
Which is cheaper, Metricool or Sprout Social?
Metricool is cheaper, starting at $22/mo.
What is the main difference between Metricool and Sprout Social?
Metricool focuses on social media scheduling, ad performance tracking, competitor analysis. Sprout Social focuses on publishing & scheduling, unified inbox, advanced analytics. Both serve similar use cases but differ in approach and pricing model.
Can I migrate from Metricool to Sprout Social?
Most teams migrate between Metricool and Sprout Social within a day or two. Export your data from Metricool (typically as CSV or via API), then use Sprout Social's import wizard to bring it across. Check each tool's help centre for a step-by-step migration guide before switching.