Meta Ads (Facebook & Instagram)
Metricool
| Feature | Meta Ads (Facebook & Instagram) | Metricool |
|---|---|---|
| Pricing | Contact sales | Free / from $22/mo |
| Free Plan | ✗ No | ✓ Yes |
| Rating | 4.1 / 5 | 4.4 / 5 |
| Best For | ecommerce-brands, b2c-businesses, local-businesses, app-developers | marketing-agencies, social-media-managers, small-businesses, digital-marketers |
| Founded | 2007 | 2016 |
| Audience Targeting | ✓ | ✗ |
| Lookalike Audiences | ✓ | ✗ |
| Retargeting | ✓ | ✗ |
| Creative Tools | ✓ | ✗ |
| A B Testing | ✓ | ✗ |
| Conversion Api | ✓ | ✗ |
| Instagram Shopping | ✓ | ✗ |
| Lead Forms | ✓ | ✗ |
| Scheduling | ✗ | ✓ |
| Analytics | ✗ | ✓ |
| Inbox | ✗ | ✓ |
| Smartlinks | ✗ | ✓ |
| Competitor Analysis | ✗ | ✓ |
| Ad Tracking | ✗ | ✓ |
✓ Meta Ads (Facebook & Instagram) Pros
- Largest social media audience reach globally
- Extremely granular audience targeting options
- Strong visual ad formats for engagement
- Advantage+ AI optimizes campaigns automatically
- Pixel tracking for accurate attribution
✗ Meta Ads (Facebook & Instagram) Cons
- iOS privacy changes reduced targeting accuracy
- Ad fatigue requires constant creative refreshes
- Account bans and disapprovals can be frustrating
✓ 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
Meta Ads (Facebook & Instagram) is built for ecommerce brands and b2c businesses, with a focus on audience-targeting and lookalike-audiences. Metricool targets marketing agencies and social media managers and leads with scheduling and analytics.
Meta Ads (Facebook & Instagram) uses custom enterprise pricing, while Metricool starts at $22/mo — a tangible advantage for teams with a fixed budget.
Metricool has a free plan, which gives it a meaningful edge for individuals and small teams exploring their options. Meta Ads (Facebook & Instagram) requires a paid subscription from day one.
Metricool edges out on user ratings (4.4 vs 4.1). While both are well-regarded, that gap reflects real differences in user satisfaction worth considering.
Feature-wise, Meta Ads (Facebook & Instagram) offers broader built-in capabilities (8 features vs 6), while Metricool takes a more focused approach — which can mean a simpler, faster onboarding experience.
Bottom line: Metricool has a slight overall edge — but if largest social media audience reach globally matters most to you, Meta Ads (Facebook & Instagram) may still be the right call.