What’s a Brand in Metricool and How Does It Work?

Think of a Brand like a magical folder where you group everything digital for a client, company, or project. Each Brand lets you manage, plan, and analyze all the social media accounts and ad platforms of a single business or identity—in one place.

What can you connect in a Brand?

In each Metricool Brand, you can connect:

• 🌐 A website or blog

• 📘 A Facebook Page

• 📸 A professional Instagram account (Business or Creator)

• 🧵 A Threads account

• 🐦 A Twitter / X account (available as an add-on in paid plans)

• 🌌 A Bluesky account

• 💼 A LinkedIn Page or profile (not available on the Free plan)

• 📌 A Pinterest account

• 🎵 A TikTok account

• 📍 A Google Business Profile location

• ▶️ A YouTube channel

• 🎮 A Twitch channel

• 📢 A Meta Ads account

• 🔍 A Google Ads account

• 📣 A TikTok Ads account

Brands, profiles, and plan limits

Your plan sets how many brands you can manage, not a total number of social connections. The maximum is one connection of each network per brand: a brand can connect one Instagram account, one Facebook Page, one TikTok profile, and so on. A plan with 10 brands, for example, can hold up to 10 connections of each network, one per brand.

Two networks are not part of every plan:

• LinkedIn is available on paid plans. The Free plan does not include LinkedIn.

• X (Twitter) requires a paid plan, Starter or higher, plus the X/Twitter add-on.

If your plan still has an available brand slot, you can add another brand and connect its networks without changing plans. On Free, you cannot add or delete brands. For current prices and the full feature list by plan, see the Metricool pricing page and Main differences between Free and paid plans. For add-ons and API access by plan, see Plans, add-ons, and API access explained.

Brands and your team

All your brands belong to your organization. If your plan allows adding people, you choose how much of it each person can access:

• A team member has a role in all your brands, including brands you add later.

• A collaborator has a role only in the specific brands you select.

To learn more, see User management & organizations in Metricool.

Key tips for setting up your Brands

Avoid reusing Brands with different profiles

We know it might seem convenient, but disconnecting a profile and connecting another one under the same Brand is not a good idea.

What happens if you disconnect a profile and connect another one?

• Previous data is not deleted
  The analytics collected so far will still be available in the tool. Once you connect the new profile, it will start syncing its own data. This can lead to mixed and inaccurate reports containing information from two different profiles.

• The planner content remains
  Drafts and scheduled posts that already existed are not deleted.
  That’s because each Brand has a unique identifier (blog ID) that stays the same even if you change the connected profiles.
  All the planner content (drafts, scheduled posts, history) is linked to that ID, and therefore remains when new profiles are connected.

This system is designed so that, if a network gets disconnected for any reason, you can reconnect it later without losing your content or settings.

That’s why we recommend creating a new Brand anytime you need to work with a different profile.

Check out how to add or delete Brands from your account.

One Brand = one profile per platform

Each Brand can only have one profile per social network or platform. For example:

• If you manage multiple Google Business Profile (GBP) locations, create a separate Brand for each one.

• If you run different Facebook Pages for each country or language, each page should have its own Brand in Metricool.

Example: How we do it at Metricool

At Metricool, we have several Brands set up within our own account to keep track of our social media in different languages. For example:

• One Brand for our Spanish social media

• Another one for English

• One for French content… and so on

This way, each team works with its own data, posts, and metrics—no overlap, no confusion.