Late vs Metricool
API-First vs Planner & Analytics
Metricool is known for its all-in-one social media planner, analytics, and reporting. Late takes a different path: a modern, unified social media scheduling API built for developers, with a simple UI when you need it.
Metricool's Swiss‑Army Planner for Marketers
Metricool describes itself as the "digital Swiss Army Knife for social media marketers" — a central planner with best‑time suggestions and built‑in analytics, used by 2M+ professionals, agencies, and brands.
Metricool's Approach: An all‑in‑one planner and reporting hub with official partnerships (Google, Meta, X, Pinterest). Automation typically flows through integrations such as Zapier rather than a general‑purpose posting API.
At a Glance Comparison
| Feature | Late | Metricool |
|---|---|---|
| Core Focus | API-first scheduling + simple UI | Planner, analytics, reports |
| API Access | ✓ Instant, all plans | Data/export oriented; posting via integrations |
| Multi-platform Posting | One payload → 7 platforms | Planner UI + Zapier/partners |
| Pricing Model | Flat tiers by profiles/usage | Plan tiers for brands/users |
| Best For | Devs, SaaS, agencies needing an API | Marketers needing planner + analytics |
Metricool offers a comprehensive planner with analytics, reporting, and ad performance tracking — a solid all-in-one for social teams. Late is razor-focused on posting: a unified API that handles cross-platform publishing (plus a simple web UI), so product teams can add social features fast.
If you need deep reporting and a planning workspace, Metricool fits well. If you need a programmable posting layer you can integrate in minutes, Late is built for that.
What Metricool Offers
Metricool is a comprehensive social media suite centered on a planner and analytics stack. It brings together content scheduling, a visual calendar, performance reporting, and ad insights into a single workspace. For many marketing teams, this "all-in-one" approach simplifies day-to-day operations.
- • Visual planner and automatic publishing across supported networks
- • Analytics and reporting for content and ads, plus exports
- • Team collaboration and multi-brand management on higher tiers
- • Integrations and automation via connectors (e.g., Zapier)
- • White label options for agencies and resellers
Sources: Metricool Planner · Integrations · White Label
Features and Capabilities
Metricool: Planner + Analytics
Metricool provides a calendar-based planner, automatic publishing, analytics, reporting, and integrations across major networks. Teams can plan content, collaborate, and review performance in one place.
For automation, Metricool relies on integrations and connectors. Developers typically use Zapier or partner integrations to trigger posts or move data between tools.
Late: Unified API + Simple UI
Late focuses on a single powerful capability: publishing to seven major platforms via one consistent API (and the same power is available in a lightweight web UI). You connect profiles once and post everywhere with one payload.
Best of Both: Build automated flows through REST endpoints, or use the web dashboard for quick manual posts — no lock-in to one workflow.
Platform Support
Late (7 Platforms)
Unified API abstracts platform differences
Metricool (Many Platforms)
Broad planner support; developer automation via connectors
Pricing Overview
Late keeps pricing simple with flat tiers by number of profiles and usage, including a generous free plan. Metricool offers tiered plans for individuals and teams with access to planner, analytics, and reporting features. Choose based on whether you primarily need programmable posting or reporting + planner depth.
Value Snapshot:
Agencies managing many profiles often find Late's fixed pricing by profiles/posting limits more predictable than per-brand or per-seat models.
Reference: Metricool Pricing
API and Developer-Friendliness
Metricool: Integrations & Data-Oriented API
Metricool provides ways to export data and connect through integrations. For automation, many teams rely on Zapier or partner connections to trigger publishing or sync data, rather than a public, general-purpose posting API.
Note: Metricool's developer story centers on integrations; direct posting APIs are typically accessed via connectors.
Read more: API Access · Zapier Integration · Basic Guide for API Integration
Late: API is the Product
Late is designed for builders. Everything available in the UI is reachable via clean REST endpoints, with instant key issuance, consistent payloads across platforms, and generous rate limits that scale with your plan.
{
"platforms": ["all"],
"text": "Hello world!"
}
Technical Specifications
| Specification | Late | Metricool |
|---|---|---|
| API Scope | Unified posting across 7 platforms | Data export & integrations |
| Batch Posting | ✓ Supported | Via planner/import tools |
| Webhooks | ✓ Native webhooks | Via connectors (e.g., Zapier) |
| SDKs | Multiple languages | Not primary focus |
| White Label | Embed via API/UI | ✓ White label offering |
Real-World Scenarios
📊 Marketing Team
A brand team plans campaigns in a calendar, collaborates on content, and reports performance to stakeholders. Metricool's planner + analytics stack centralizes workflow and reporting.
🧑💻 SaaS Platform
A product team needs to add "post to social" inside their app. Late's API lets them integrate seven platforms in an afternoon, with the option to post manually via the UI when needed.
When to Choose What
Choose Late if:
- • You want a programmable posting layer
- • You build software or internal tools
- • You manage many client profiles
- • You need consistent, reliable API behavior
- • You value predictable pricing
Choose Metricool if:
- • You need built-in analytics & reporting
- • You prefer a planner-first workflow
- • You want ad performance insights
- • You automate via Zapier/integrations
- • You value consolidated dashboards
Consider Both if:
- • You schedule across major platforms
- • Team size is small to mid (1–20)
- • You want reliability and ease-of-use
- • You need flexibility between API and UI
Frequently Asked Questions
Does Metricool have a public posting API?
Metricool emphasizes integrations and data export. Publishing automations typically go through connectors like Zapier rather than a general-purpose, public posting API. See API Access and Zapier.
Can I export analytics data from Metricool?
Yes. Metricool provides data export capabilities and guides for connecting with other tools. See their Basic Guide for API Integration for details.
Does Late include analytics?
Late focuses on reliable cross-platform publishing via API and UI. Many teams pair Late with their preferred analytics stack or use platform-native analytics.
Can I use Late and Metricool together?
Absolutely. Many teams use Late for programmable posting while using Metricool for planning, analytics, or client-facing reporting.
Conclusion and Call to Action
If you want an all-in-one planner with analytics and reports, Metricool is a strong choice. If you want a fast, developer-friendly way to publish to all major platforms programmatically (and manually when needed), Late is built for you.
Ready to ship social posting via API? Take Late for a spin.
No credit card required • Get API access instantly • All 7 platforms included