Metricool Pricing in Euros vs Dollars: The Two Columns Are Not a Conversion

This is a small thing that breaks a lot of comparison tables, including ones you might build yourself.

Metricool publishes both euro and dollar prices. Most people reasonably assume one is a conversion of the other. It is not, and the gap is not uniform — which means any number you calculate with an exchange rate will be wrong on at least one row.

The two columns, side by side (2026-09-15)

Four of the five ratios cluster between 1.22 and 1.25. One is 1.55.

When one row in a price table has a ratio wildly out of line with its neighbours, you are not looking at a converted list. You are looking at two lists.

We are not going to speculate about why that particular row sits where it does — regional pricing strategy, a price change applied to one column and not the other, and a straightforward error are all plausible and we have no way to distinguish them. The actionable part does not depend on the reason.

What this actually costs you

Take the 25-brand tier. If you assumed the 1.24 ratio from the tier below, you would expect roughly $86. The published figure is $107 — about 24% more than your estimate.

At 50 brands the effect reverses: €130 at a 1.55 ratio would be about $201, but the published figure is $159. So the error runs in both directions depending on which row you extrapolate from.

This is why the rule has to be mechanical: read the column you will actually be billed in, and never calculate the other one.

The second trap on the same page

Before you put Metricool in any table, there is a separate problem with the plan names:

• Starter is €16 or €29, depending on brand count;
• Advanced is €43 or €69 or €130.

Quoting "Starter from €16" is technically true and practically misleading. Someone with 25 brands reading that number is off by a factor of four. Whenever a pricing page says "from", the sub-ladder is the real price list — go find it before comparing anything.

And the free tier is tighter than it looks: 1 brand, 20 posts per month, 5 competitor profiles, 30 days of analytics history.

A checklist for reading any pricing page

This page happens to demonstrate four separate traps at once, which makes it a good teaching example:

1. Currency columns are not conversions. Check the ratios across rows; an outlier means two lists.
2. "From" means there is a sub-ladder. Find it.
3. Find the second number. Here it is the free tier's 20 posts a month — the brand count is what is sold, the post count is what limits you.
4. Check what the unit counts. A "brand" in one tool and an "account" in another are rarely the same thing, so cost-per-unit comparisons across vendors need the unit definitions first.

That fourth point is why we keep re-scraping rather than reusing old tables. It is also why the discipline here is that a number goes into a comparison only if it was checked the same day — pricing pages in this category change more often than anyone expects.

Is Metricool still worth it?

None of the above says the product is bad — it says the price list needs reading carefully. Metricool's strength is analytics and reporting breadth across many brands, and the brand ladder is a sensible meter for an agency whose growth is measured in clients.

Its meter does become awkward if your growth is measured in accounts per brand or in people, which is where per-channel and per-seat tools look better. Those comparisons, with same-day numbers, are in Metricool vs Rella and Buffer vs Metricool.

Why this keeps happening across the category

Metricool is not unusual in having a pricing page that resists simple comparison. It is unusual only in demonstrating several distinct traps at once. Across the vendors we re-scrape, the same handful of shapes recur:

None of these require bad intent to explain. Pricing pages are written by humans in several currencies, updated at different times, and optimised to make the entry price look approachable. The consistent consequence, though, is that comparison articles built from headline numbers are wrong more often than they are right — and the errors all point the same way, toward understating cost.

Assume every pricing page has a second number you have not found yet. Look for it before you compare, not after you subscribe.

There is one more trap worth naming because it is invisible in a table: a price column that matches another column on the same page row-for-row is almost always a parsing error rather than a coincidence. If a tool's prices read 1 / 3 / 7 / 15 / 50 and its workspace counts also read 1 / 3 / 7 / 15 / 50, you are looking at the workspace column twice. That specific failure cost us six rounds of confidently wrong figures for one vendor before we caught it, which is why the current rule is that a number enters a table only if it was checked today and survives a sanity check against its neighbours. The at-scale version of these comparisons is in what it costs to post to 100 accounts.

FAQ

Which currency should I pick?

You usually cannot pick freely — billing currency is generally determined by your location or billing details. Read the column you will actually be charged in and budget from that, rather than from a converted figure.

Do the euro prices include VAT?

The pricing page notes that prices exclude VAT and that it is calculated at checkout. So the euro figure is not your final number either — add your local rate before comparing against a tool quoted tax-inclusive.

Are annual prices different again?

The page advertises savings of up to 24% on annual billing. That is a third set of numbers on top of the two currency columns and the sub-ladders — which is exactly why extrapolating any figure on this page from any other figure is unreliable.