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...
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 Sprout Social if...
Sprout Social is the better choice if you prioritise publishing & scheduling or unified inbox. It scores 4.4/5 on G2.
Read Sprout Social review →Our verdict
Metricool and Sprout Social are closely matched on ratings. Metricool 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 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.