Pure and metal (M) doped [copper (Cu), nickel (Ni) and iron (Fe)] WO3 films have been deposited on In:SnO2 (ITO) slides with using facile chemical bath deposition and then annealed at 500 oC for 2 h. Structural, morphological, electrical and optical properties of the produced WO3-based films were examined. Monoclinic WO3 phase were observed in all samples and the peak intensities were decreased by metal inclusion with heterogeneous film growth on ITO substrate. Slightly shift from defect related emission peaks (blue and green) were observed in metal substituted WO3 samples from PL study. Optical band gap decrease was observed in M:WO3 samples. The surface resistance values were significantly reduced by metal additives compared to its pure counterpart, especially by the inclusion of nickel ions in WO3. From these results nucleus growth and thereby impurity/defect-related surfaces have a serious effect on the optical and electrical properties of M:WO3 films in acidic medium film growth. In this study, we investigated the pure and M:WO3 (M:Cu, Fe,Ni) films with using facile chemical bath deposition in pH=2 medium. Effect of the metal substitution on the structural, optical and electrical properties of the deposited WO3 films is studied. Structural analysis results show that all films have typical monoclinic WO3 phase however crystal quality is low in harsh acidic medium