Looker Studio
Metricool
| Feature | Looker Studio | Metricool |
|---|---|---|
| Pricing | Free / from $9/mo | Free / from $22/mo |
| Free Plan | ✓ Yes | ✓ Yes |
| Rating | 4.2 / 5 | 4.4 / 5 |
| Best For | marketers, analysts, google-ads-users, small-businesses | marketing-agencies, social-media-managers, small-businesses, digital-marketers |
| Founded | 2016 | 2016 |
| Dashboards | ✓ | ✗ |
| Data Connectors | ✓ | ✗ |
| Visualizations | ✓ | ✗ |
| Sharing | ✓ | ✗ |
| Templates | ✓ | ✗ |
| Calculated Fields | ✓ | ✗ |
| Scheduling | ✗ | ✓ |
| Analytics | ✗ | ✓ |
| Inbox | ✗ | ✓ |
| Smartlinks | ✗ | ✓ |
| Competitor Analysis | ✗ | ✓ |
| Ad Tracking | ✗ | ✓ |
✓ Looker Studio Pros
- Free
- Google data integration
- Shareable dashboards
- Many connectors
✗ Looker Studio Cons
- Can be slow
- Limited data blending
- Basic compared to paid tools
✓ Metricool Pros
- Comprehensive analytics across platforms
- Ad campaign tracking (Meta, Google)
- SmartLinks for bio pages
- Competitor analysis built in
✗ Metricool Cons
- Interface can feel busy
- Limited reporting customization
- Some features only in higher plans
The Verdict
Looker Studio is built for marketers and analysts, with a focus on dashboards and data-connectors. Metricool targets marketing agencies and social media managers and leads with scheduling and analytics.
On pricing, Looker Studio is the clear winner for budget-conscious users — starting at $9/mo compared to $22/mo for Metricool. That $13/mo difference adds up quickly for growing teams.
Both offer free plans, so you can test each with your real workflow before committing to a subscription.
Both tools are a solid fit for small businesses — in those cases, the decision often comes down to workflow style and how your team prefers to organize work.
This is a genuinely close comparison. If you can, sign up for both free trials (where available) and run a one-week test with your actual team tasks before deciding.