Loomly vs Metricool in 2026: approval-led calendar vs reporting-led multi-brand workspace
Loomly puts formal calendar governance, publishing, and engagement in one workspace from its Starter plan. Metricool starts cheaper and is the stronger choice when social analytics, competitor tracking, reports, and multi-brand delivery drive the buying decision.
Loomly
Metricool- Loomly Starter includes three users, 12 accounts, unlimited calendars, approval workflows, custom roles, and advanced analytics.
- Metricool Starter begins at $20 per month with unlimited publishing, PDF and PPT reports, unlimited analytics history, and up to 10 brands.
- Metricool Advanced starts at $53 per month for 15 brands and adds client management, approvals, white label, Looker Studio, and API access through Zapier and Make.
- Loomly Beyond includes 60 accounts, unlimited users, scheduled reports, custom branding, and a branded subdomain.
- Metricool Free includes 30 days of analytics, five competitor profiles, one brand, and 20 scheduled posts monthly.
- Loomly lists saved replies and conversation assignment, while Metricool’s reviewed profile emphasises analytics, reports, and competitor monitoring.
Loomly and Metricool both cover planning, publishing, analytics, and team workflows, yet they make very different assumptions about the job. Loomly is a social operations calendar: Starter gives three users, 12 accounts, unlimited calendars, approvals, custom roles, and advanced analytics for $49 per month billed yearly. Metricool is a measurement and reporting platform that also schedules. Its Free plan handles one brand and 20 posts monthly, while Starter begins at $20 per month with unlimited publishing, reporting, unlimited analytics history, competitor analysis, and up to 10 brands. The practical split is simple. Choose Loomly when a team needs a governed calendar and approval process immediately. Choose Metricool when the work spans several brands and the finished output must include performance, competitor, campaign, and client reporting. Neither headline price tells the entire story: Loomly Beyond and Metricool Advanced are the relevant tiers once client delivery, white labeling, and larger teams enter the picture.
The tools at a glance
Loomly
Social media calendar for planning, publishing, approvals, engagement, and reporting across brand or client accounts
Loomly is a shared social calendar designed for a team that wants its publishing process to be visible and accountable. Starter includes three users, 12 social accounts, unlimited calendars, direct publishing, approval workflows, custom roles, and advanced analytics. A brand or agency can isolate client calendars, add campaign labels, preview the post in a network-shaped format, and move from draft to approval without turning a spreadsheet or chat thread into the source of truth.
The listed network coverage includes Instagram, Facebook, LinkedIn, TikTok, YouTube, Threads, Pinterest, Google Business Profile, and Snapchat. Loomly also supports bulk and recurring posts, best-time guidance, Slack and Microsoft Teams notifications, saved replies, conversation assignment, and content tools connected to Canva, Google Drive, Unsplash, and Giphy. This makes it a strong operational workspace when the daily issue is keeping people, campaigns, and publish dates aligned rather than producing a deep cross-channel reporting pack.
Beyond is Loomly’s escalation tier, with 60 accounts, unlimited users, custom branding, a branded subdomain, custom logo and favicon, scheduled reports, and stronger security controls. It is a sizable price jump from Starter at $249 per month billed yearly. That cost is defensible for an agency that needs branded client delivery, but a small team that only wants analytics and reports may get farther with Metricool before it needs a more elaborate calendar system.
| Feature | Starter $49/mo billed yearly | Beyond $249/mo billed yearly | Enterprise Custom pricing |
|---|---|---|---|
| Social accounts | 12 | 60 | 61+ |
| Users | 3 | Unlimited | Unlimited |
| Calendars | Unlimited | Unlimited | Unlimited |
| Approval workflows and custom roles | ✓ | ✓ | ✓ |
| Scheduled reports | ✗ | ✓ | ✓ |
| Custom branding | ✗ | ✓ | ✓ |
Metricool
Social planning, analytics, reporting, competitor analysis, and ad management for brands and agencies
Metricool treats social publishing as part of a broader measurement job. The workspace joins a planner with analytics, competitor profiles, ad reporting, campaign dashboards, SmartLinks, Flows, and reports. Its pricing is brand-based rather than seat-based, which immediately makes it attractive for a consultant or agency that manages several smaller accounts and needs to show what happened after posts went out, not merely prove that the calendar was filled.
The Free plan covers one brand, 20 scheduled posts monthly, five competitors, and 30 days of analytics. Starter begins at $20 per month, supports up to 10 brands, removes the publishing cap, provides PDF and PPT reports, unlimited analytics history, up to 100 competitor profiles, Flows, multiple link-in-bio pages, and Google Drive and Canva integration. This is unusually useful reporting coverage at the entry tiers, particularly for a team that does not yet need formal client roles or approval gates.
Advanced begins at $53 per month for 15 brands and is the plan that changes the delivery model: it adds team and client management, roles, post approvals, customizable report templates, white-label reporting, Looker Studio, and API access through Zapier and Make. Metricool does not replace Loomly’s approval-led calendar experience, but it is the more rational choice where performance reporting, competitor context, and multi-brand management are the day-to-day work. Buyers should select the plan based on that reporting need, not merely because Starter has a low headline price.
| Feature | Free $0/mo | Starter From $20/mo | Advanced From $53/mo | Custom Contact sales |
|---|---|---|---|---|
| Brands | 1 | Up to 10 | Up to 50 | Custom |
| Scheduled posts | 20/month | Unlimited | Unlimited | Unlimited |
| Competitors | 5 | Up to 100 | Included | Included |
| PDF and PPT reports | ✗ | ✓ | ✓ | ✓ |
| Team and client management | ✗ | ✗ | ✓ | ✓ |
| White label, API, and Looker Studio | ✗ | ✗ | ✓ | ✓ |
Head-to-head feature comparison
| Feature | Loomly | Metricool |
|---|---|---|
| Entry price | $49/month billed yearly | $0 Free; Starter from $20/month |
| Pricing basis | Subscription tier | Per brand |
| Entry users / brands | 3 users / 12 accounts | 1 Free; up to 10 Starter brands |
| Scheduling allowance | Published scheduling included | 20/month Free; unlimited above |
| Approvals | All published tiers | Advanced and Custom |
| Competitor analysis | Not published in profile | 5 Free; up to 100 Starter |
| Analytics history | Advanced analytics; window not published | 30 days Free; unlimited on Starter |
| Reports | Scheduled on Beyond and Enterprise | PDF and PPT from Starter |
| White label and API | Beyond and Enterprise branding; API not published in profile | Advanced and Custom |
Which should you choose?
LoomlyMetricoolMetricoolLoomlyMetricoolLoomlyLoomly is the better starting point for a social team whose primary risk is an unclear approval process. Starter has the calendar, roles, publishing, and analytics needed to make the workflow accountable without a complicated setup. Metricool is the more economical measurement platform, especially for a person responsible for multiple brands and reports. Its advantage grows at Advanced, where client management, approvals, white label, Looker Studio, and API access appear at a published starting price. The comparison is not calendar versus no calendar. It is a choice between calendar governance as the center of the product and reporting intelligence as the center of the product.
Bottom line
Choose Loomly Starter when three collaborators need to run a 12-account calendar with approvals and custom roles from day one. Choose Metricool Starter when up to 10 brands need unlimited publishing, long analytics history, competitor tracking, and PDF or PPT reports, then choose Advanced when approvals, client management, white label, Looker Studio, or API access become necessary. Loomly Beyond is appropriate for agencies that need scheduled reports and branded workspaces, but it is not the default upgrade for a small team that simply needs better reporting.
Frequently asked questions
Which tool is better for a small agency managing 10 client brands and monthly reports?
Metricool is usually better for a small agency managing 10 brands and monthly reports because Starter begins at $20 per month, supports up to 10 brands, and includes unlimited publishing, PDF and PPT reports, unlimited analytics history, and competitor analysis. Loomly is stronger if the client calendars need formal approvals and governed publishing.
Does Metricool include post approvals and client roles on the Starter plan?
Metricool does not list post approvals, team and client management, or role management on Starter; those capabilities begin on Advanced. Loomly includes approval workflows and custom roles on Starter, so Loomly is the clearer choice when a small team needs an approval gate before publishing.
Can Loomly or Metricool provide white-label social media reports to clients?
Metricool provides white label and customizable report templates on Advanced, alongside Looker Studio and API access through Zapier and Make. Loomly provides custom branding and scheduled reports on Beyond and Enterprise. Metricool is cheaper for reporting-first client delivery; Loomly Beyond is better when the branded reporting belongs inside a broader calendar workspace.
Which tool has the better free plan for social media reporting in 2026?
Metricool has the more useful free reporting starting point because it includes one brand, 20 scheduled posts monthly, five competitors, and 30 days of analytics. Loomly does not publish a free tier in the reviewed profile. Metricool Free is still a limited trial of the workflow, not a substitute for unlimited publishing or client management.
Should a social team choose Loomly or Metricool for daily inbox and engagement work?
Loomly is the better documented choice for daily social engagement work because its profile lists saved replies and conversation assignment beside the calendar. Metricool’s reviewed profile concentrates on planning, analytics, competitor tracking, advertising, and reporting. A reporting-heavy team may prefer Metricool, but it should verify its engagement workflow separately before assuming parity.
Reviewed by Filipe Lins DuarteCo-Founder & CEOVast experience talking to customers and users to understand what good software looks like. Background spans commercial and product roles.
Checked by John RiceCo-Founder & CTO15+ years building tech products and web applications. Conducted hundreds of user interviews to know what a good product looks like.
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