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Social Media · head to head

Facebook vs Metricool

Facebook logo

Facebook

Social Media

Meta's social network app, free to use and monetised entirely through targeted advertising

From
Free
Rated
-
Full reviewWebsite
Metricool logo

Metricool

Social Media

All-in-one platform to plan, publish, and analyze social media content

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Facebook there is no paid ad-free tier for personal accounts, so using it at all means being profiled for advertising targeting, including in markets where Meta has introduced a paid subscription for reduced ads on Instagram and Facebook in the EU, not globally.; Metricool full Twitter/X analytics and post approval workflows are locked behind the Advanced plan.
  • They diverge on capability: Facebook covers News Feed, Metricool covers Content Planner.
  • Prices and features above were last checked on 1 September 2026.

Where they differ

Only the attributes on which Facebook and Metricool actually diverge.

Attributes where Facebook and Metricool differ
AttributeFacebookMetricool
Pricing modelFree, funded entirely by targeted advertisingfreemium
PlatformsiOS, Android, Webweb, ios, android, api

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated), category (Social Media).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Facebook

  • News Feed
  • Marketplace
  • Groups
  • Events
  • Reels and Watch
  • Ad preference controls

Only in Metricool

  • Content Planner
  • Analytics & Competitor Analysis
  • Automated Reporting
  • Unified Inbox
  • Ads Management
  • SmartLinks
  • AI Assistant

What people use each for

The jobs each tool is most often brought in to do.

Facebook

  • Staying connected with a broad network of friends and family through a shared feednot Metricool
  • Buying and selling locally through Marketplacenot Metricool
  • Joining Groups organised around a specific interest, neighbourhood or eventnot Metricool
  • Following Pages for local businesses, public figures or organisationsnot Metricool

Metricool

  • Scheduling posts across multiple social networksnot Facebook
  • Tracking competitor social performancenot Facebook
  • Automating client and team reportsnot Facebook
  • Managing paid social ad campaignsnot Facebook
  • Building a link-in-bio landing pagenot Facebook

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Facebook

  • There is no paid ad-free tier for personal accounts, so using it at all means being profiled for advertising targeting, including in markets where Meta has introduced a paid subscription for reduced ads on Instagram and Facebook in the EU, not globally.
  • The default feed is algorithmically ranked for engagement rather than shown chronologically, which shapes what content a user sees in ways that are not fully transparent.
  • Cross-app and off-platform tracking through Meta's advertising tools means behaviour on other websites and apps can inform the ads and targeting shown inside Facebook.
  • Group and Marketplace content moderation is inconsistent at Facebook's scale, and scams on Marketplace and misinformation in Groups are recurring, documented problems.
  • Younger user growth has shifted to other platforms in many markets, so Facebook's core demographic skews older than some competing social apps, which matters if the goal is reaching a younger audience.

Metricool

  • Full Twitter/X analytics and post approval workflows are locked behind the Advanced plan.
  • Unlimited scheduling on paid plans is still capped by an undisclosed fair use policy.
  • Free plan is limited to a single brand and 20 posts per month.
  • API access is only available on the top Advanced tier.

Pricing, plan by plan

Facebook

Free
  • FreeFree
    • No subscription tier for personal accounts
    • Ad supported

Metricool

Free
  • FreeFree
    • 1 brand
    • 20 posts/month
    • 5 competitor profiles
  • Starter$20/month
    • Up to 10 brands
    • Unlimited publishing (fair use)
    • 100 competitor profiles
  • Advanced$53/month
    • Up to 50 brands
    • Team management and post approval
    • Full Twitter/X analytics

Which should you pick?

Choose Facebook if

  • You need news feed.
  • You want to start without paying.
  • You work on iOS, Android, Web.
  • You also want marketplace.
Facebook review

Choose Metricool if

  • You need content planner.
  • You want to start without paying.
  • You work on web, ios, android, api.
  • You also want analytics & competitor analysis.
Metricool review

Questions people ask

Is Facebook or Metricool better?
Neither clearly leads. Facebook starts at Free and Metricool at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Facebook or Metricool?
Facebook starts at Free and Metricool at Free.
Does Facebook or Metricool run on more platforms?
Facebook runs on iOS, Android, Web. Metricool runs on web, ios, android, api.
Can I use Facebook for free?
Both have a free tier, so you can try either at no cost before committing.
What is Facebook best used for?
Facebook is most often used for staying connected with a broad network of friends and family through a shared feed, buying and selling locally through marketplace, joining groups organised around a specific interest, neighbourhood or event, following pages for local businesses, public figures or organisations. Of those, staying connected with a broad network of friends and family through a shared feed and buying and selling locally through marketplace are not what Metricool is typically brought in for.
What can Facebook do that Metricool cannot?
Facebook covers News Feed, Marketplace, Groups, Events. Metricool covers Content Planner, Analytics & Competitor Analysis, Automated Reporting, Unified Inbox.

Answered from the vendors’ own pages

Facebook: Does Facebook have a paid ad-free version?

In the EU, Meta has offered a paid subscription for reduced ads on Facebook and Instagram; outside the EU there is generally no ad-free personal tier.

Metricool: Is there a free plan, and what are its limits?

Metricool's Free plan supports 1 brand, up to 20 posts per month, 5 competitor profiles, and 30 days of analytics history.

Source
Facebook: How does Facebook make money if it is free?

Entirely through advertising, targeted using data about in-app behaviour and, via Meta's broader advertising tools, activity on other websites and apps.

Metricool: What does Metricool cost?

Starter runs from about $20/month and Advanced from about $53/month (billed annually, with monthly billing also available); a Custom tier is available on request.

Source
Facebook: Is the feed shown in chronological order?

Not by default; it is algorithmically ranked, though a chronological "Most Recent" feed option exists and can be selected manually.

Metricool: How is usage metered?

Plans limit the number of connected brands and competitor profiles; scheduling is unlimited on paid plans but subject to a fair use policy.

Source
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