The Metricool API is the feature that separates it from every other social scheduling tool at its price point. Most alternatives at Metricool’s tier don’t expose a working REST API. The ones that do make it complicated. Metricool’s API is straightforward enough to integrate in an afternoon and reliable enough to run production workflows on.
Authentication: How It Actually Works
The Metricool API uses a token-based authentication system with one non-obvious requirement that breaks most first integrations: the API token goes in a custom header, not as a Bearer token.
Correct: X-Mc-Auth: your_token_here in the request header.
Wrong: Authorization: Bearer your_token_here — this returns 401.
Additionally, userId and blogId go as query parameters, not in the header. Every request needs all three: the X-Mc-Auth header plus userId and blogId in the query string. Get your token from Account Settings → API. Your userId is in the URL when logged in. Each brand’s blogId is in the URL when viewing that brand’s dashboard.
Scheduling a Post: The Key Detail
The most common API integration failure after authentication: the providers field. Platforms you’re posting to must be specified as objects, not strings.
Correct: "providers": [{"network": "linkedin"}, {"network": "facebook"}]
Wrong: "providers": ["linkedin", "facebook"] — the API accepts this but the post fails to schedule correctly.
The full post payload requires a publicationDate with dateTime in ISO format and a timezone, the post text, the providers array, and autoPublish set to true for direct publishing (false for draft). For posts with images, media must be normalized first via a separate GET request that returns a mediaId to include in the post body.
The Multi-Brand Architecture
The blogId parameter is what makes multi-brand programmatic scheduling work. Each brand in your Metricool account has a unique blogId. One API token covers all brands. To schedule a post to Brand A, use Brand A’s blogId in the query parameters. To schedule to Brand B in the next request, swap to Brand B’s blogId. The same token, the same userId, different blogId per brand.
We use this pattern to schedule social posts across 24 brands from Claude sessions. A content session generates post text for multiple brands, then iterates through each brand’s blogId, scheduling the appropriate post to each. The entire scheduling operation happens programmatically without opening the Metricool interface.
Platform-Specific Constraints
LinkedIn: 3,000 character limit per post. Up to 20 images or one video. Company page posts require the organization’s LinkedIn URN.
Facebook: 16,192 character limit. facebookData.type must be specified as POST or REEL.
Google Business Profile: 1,500 character limit. Single image only. Provider network value is google (not gbp).
Instagram: 2,200 character limit, 30 hashtag maximum, 50 posts per 24-hour limit. Requires Professional account connected to Facebook Page.
X/Twitter: 280 characters. Links consume 23 characters regardless of actual URL length.
Error Handling and Rate Limits
Metricool doesn’t publish official rate limits. In practice, adding a one-second delay between API calls prevents any throttling issues at typical agency operation volumes. The API returns HTTP 429 with a Retry-After header when rate limited — handle this with exponential backoff if you’re running high-volume operations.
Token regeneration is immediate and breaking — regenerating your API token in Metricool’s settings invalidates the old token with no grace period. Any integration using the old token fails immediately. Store your token securely and don’t regenerate it unnecessarily.
We set up and run Metricool for multi-brand social operations — the pipeline, the API integration, and the scheduling system that runs on autopilot.
Tygart Media manages 24 brands in Metricool across LinkedIn, Facebook, Instagram, and Google Business Profile. We know this tool at a level most tutorials don’t reach.
Frequently Asked Questions
What plan does the Metricool API require?
API access requires the Advanced plan or higher. The free and Starter plans do not include API access. The API token option doesn’t appear in account settings until you’re on an eligible plan.
Can the Metricool API schedule to all supported platforms?
Yes — the API supports scheduling to all platforms Metricool supports: LinkedIn, Facebook, Instagram, X/Twitter, Google Business Profile, TikTok, YouTube, Pinterest, Threads, and Bluesky. Platform availability varies by what you’ve connected to your brand in Metricool. You can only schedule via API to platforms that are connected for that brand.
Where is the Metricool API documentation?
Metricool’s official API documentation is available as a PDF from their help center (search “Metricool API documentation” or check the developer section of their website). The documentation covers all available endpoints, required parameters, and example payloads. The providers-as-objects requirement and X-Mc-Auth header format are both specified in the documentation but easy to miss on first reading.