Metricool
Umami
| Feature | Metricool | Umami |
|---|---|---|
| Pricing | Free / from $22/mo | Free / from $9/mo |
| Free Plan | ✓ Yes | ✓ Yes |
| Rating | 4.4 / 5 | 4.5 / 5 |
| Best For | marketing-agencies, social-media-managers, small-businesses, digital-marketers | indie-developers, privacy-focused-sites, bloggers, small-businesses |
| Founded | 2016 | 2020 |
| Scheduling | ✓ | ✗ |
| Analytics | ✓ | ✗ |
| Inbox | ✓ | ✗ |
| Smartlinks | ✓ | ✗ |
| Competitor Analysis | ✓ | ✗ |
| Ad Tracking | ✓ | ✗ |
| Page Views | ✗ | ✓ |
| Custom Events | ✗ | ✓ |
| Realtime Dashboard | ✗ | ✓ |
| Utm Tracking | ✗ | ✓ |
| Multi Site | ✗ | ✓ |
| Api | ✗ | ✓ |
| Teams | ✗ | ✓ |
✓ 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
✓ Umami Pros
- Completely open-source and self-hostable for free
- Beautiful, clean dashboard interface
- No cookies required (GDPR/CCPA compliant by default)
- Lightweight script (under 2KB) does not slow sites
✗ Umami Cons
- Limited advanced analytics features
- No conversion funnel or cohort analysis
- Self-hosting requires database management
The Verdict
Metricool is built for marketing agencies and social media managers, with a focus on scheduling and analytics. Umami targets indie developers and privacy focused sites and leads with page-views and custom-events.
On pricing, Umami 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.
Feature-wise, Umami offers broader built-in capabilities (7 features vs 6), while Metricool takes a more focused approach — which can mean a simpler, faster onboarding experience.
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.