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Google Data Studio vs Looker Studio comparison

 

Comparison Buyer's Guide

Executive Summary

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

Categories and Ranking

Google Data Studio
Average Rating
8.0
Reviews Sentiment
6.5
Number of Reviews
21
Ranking in other categories
Embedded BI (8th)
Looker Studio
Average Rating
7.6
Reviews Sentiment
5.4
Number of Reviews
16
Ranking in other categories
Reporting (10th)
 

Mindshare comparison

While both are Business Intelligence solutions, they serve different purposes. Google Data Studio is designed for Embedded BI and holds a mindshare of 5.2%, down 8.3% compared to last year.
Looker Studio, on the other hand, focuses on Reporting, holds 2.4% mindshare, down 3.0% since last year.
Embedded BI Mindshare Distribution
ProductMindshare (%)
Google Data Studio5.2%
Tableau Enterprise16.5%
Qlik Sense7.6%
Other70.7%
Embedded BI
Reporting Mindshare Distribution
ProductMindshare (%)
Looker Studio2.4%
Tableau Enterprise13.9%
Microsoft Power BI12.9%
Other70.8%
Reporting
 

Featured Reviews

Hemanthreddy Vakiti - PeerSpot reviewer
Data engineer at a tech vendor with 10,001+ employees
Automated dashboards have transformed daily trend analysis and now drive faster business decisions
One of the best features that Looker offers is LookML, which allows us to develop dashboards directly rather than dragging and dropping. We can also customize some fields that are not available in the table by combining different tables using LookML. Compared to other reporting tools, Looker is somewhat more customizable and interactive. With the help of Views and Explore in Looker, we can combine different tables and create a unique column that is not available in the table, and then use that column in our reporting dashboard. Since we brought Looker into our project, it has improved data visibility and enabled faster interaction between us and our client. Rather than simply using free form or Essbase, seeing customizable and visualized data in Looker allows the business users to understand the trends in the data more easily rather than just seeing numbers. It has helped us save a lot of time. The automated dashboards that we develop allow us to run the dashboard for the coming years with only some modifications, which has reduced some manpower and working hours. When I joined this project, there were around eight to nine people for developing Looker dashboards. Once the development part is completed for almost all cases, the next part is just monitoring the dashboards and making some minor changes required to align with business goals. After development, the team was reduced to three or four people, so the manpower has significantly reduced, and time taken has decreased as well. For a business user to understand data from free form or Essbase, it usually takes thirty minutes to an hour to go through the previous day's trend. However, with the visualization tools in Looker, they can easily understand the data and compare it to the previous one or two years using a bar graph, pie chart, or other graphs. The return on investment has been very good. The number of employees has reduced to half, and time is saved by nearly two to three hours a day because of automated reports. We are just monitoring the reports to ensure they are released. This has saved nearly two hours per day, and the team has been reduced to half.
Heron Ziegel - PeerSpot reviewer
Project Engineer at Quartz Consulting Group
Has supported quick dashboard creation and data sharing but lacks tools for managing multiple reports efficiently
We integrated Looker Studio with other platforms in our data ecosystem; we tried integrating with Sheets, and that went okay, but it could have been better. It could have been better because it needed a very specific format to read the data, so we had to reformat the sheet file. Looker Studio was mostly just helpful in that it provided live updating charts for tracking performance indicators in the organization. Integrating with a database was very difficult because there wasn't a lot of feedback for what was going wrong with the connection. I don't remember if we reached out to support. I didn't personally reach out, but my boss may have. I didn't reach out to support, so I do not have experience with it to rate it. We worked with the free version of Looker Studio initially, and we upgraded at some point to the pro version; I don't remember if we actually paid for it or if it was just a free trial. The pricing was reasonable. I remember doing a price comparison, and it was pretty reasonable, but it did have fewer features than a lot of other software, which was okay for a comparable price but a little cheaper.

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

Pros

"We can centralize all our data models."
"Looker is an extremely valuable product that can really transform your company's ability to use data to answer challenging questions."
"Looker allows you to generate the most optimal SQL queries in a DC through UI actions. We had signed a contract with Google Cloud to use BigQuery. That was the primary reason we adopted Looker. It works better with BigQuery than any other BI platform. We also like how this tool was developed. It was designed with an eye toward microservices architecture."
"The stability of Looker has been good since I have been using it. However, it depends on what components are being used."
"The product is easy to use."
"I would rate the stability a ten out of ten. I didn't face any issues with stability."
"It's quite effortless to navigate through various applications and review their updated data in real-time."
"It is a pretty stable solution because it is a cloud-based product."
"The fact that Looker Studio is free and has a free tier was probably the biggest benefit; it is very accessible and not too difficult to use."
"I am impressed with the tool's scheduling mechanism, refresh mechanism, and different types of charts."
"We previously used Microsoft Power BI, but Google is better."
"The ability to integrate with a great variety of data sources."
"The integration with Excel and Google Sheets is a valuable feature, making it easy to access and visualize data."
"Data Studio integrates seamlessly with other Google products, and we can use it with other APIs if we like."
"The product's initial setup phase is very simple."
"This is a great tool if your organization leverages other sets of Google tools and needs some quick ideas that are a prettier and more interactive than Google Analytics."
 

Cons

"The visualization capability of the product is limited."
"It needs to be more user-friendly."
"Features related to visualization should continue to be improved."
"The biggest friction point or frustration I have encountered with Google Data Studio is the lack of automatic integrations."
"Their needs to be much more control of visualizations to become more on par with Tableau."
"There is a lot of customization that we needed/need to build ourselves. Other BI tools have more out of the box."
"This product is useful for non-technical users, who are able to use the interface to easily slice data. But for the admin users who are responsible for maintaining the schemas and files behind the scenes, it can easily become a chore, as there is a lot of manual work involved in defining the schemas of the connected database(s), as well as any refactored tables; the restrictive syntax also makes maintenance difficult."
"One thing is that Looker is not user-friendly to non-technical users."
"There is a significant degree of sophistication required to compete with Tableau or Cognos."
"Other tools might be worth considering if you need more advanced features or support for a larger user base."
"Insisting on forums, blogs and community outreach in communications, and posting videos on an established calendar would be useful."
"There are issues with integration and I encountered limits and warnings, especially with my pivot table size."
"The tool should improve on live data integration for quicker data reflection."
"The challenges with Google Data Studio are associated with the security part, making it an area where improvements are required."
"The performance of Looker needs improvement, particularly the report loading time, which is critical for business users."
"The tool has a lot of room for improvement. It's not very professional and allows for only simple tasks like indicating KPIs or quick calculations. It lacks a good calculation-based language like Power BI's DAX, making it less suitable for professional use. Additionally, the variety of visualization tools is limited, and customization options are restricted."
 

Pricing and Cost Advice

"Looker is expensive and could be made better by reducing it."
"It is cheap."
"It's not cheap, but it's not expensive for big companies."
"The price of Looker usually depends on the solution's provider, but it is usually cheaper than the other products in the market. Looker is offered at different prices for different companies."
"I do not have to make any payments to use the solution."
"The cost is quite affordable based on feature analysis."
"I think the tool is cheap because you don't need to pay anything for using the tool. However, when connecting and analyzing other data sources, you should consider where to analyze this information because Google Data Studio doesn't handle much data well. You must also consider how you will connect this data to it. In this case, you might need to hire DevOps or a data team to help with these issues."
"The solution is free but the Google Looker is expensive."
"The product is available for free."
"The tool is free."
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Top Industries

By visitors reading reviews
Financial Services Firm
12%
Media Company
8%
Retailer
8%
Construction Company
7%
Financial Services Firm
12%
Manufacturing Company
10%
Computer Software Company
8%
Retailer
7%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business5
Midsize Enterprise8
Large Enterprise7
By reviewers
Company SizeCount
Small Business7
Midsize Enterprise3
Large Enterprise6
 

Questions from the Community

What needs improvement with Looker?
The biggest friction point or frustration I have encountered with Google Data Studio is the lack of automatic integrations. For example, with Meta, you have to pay for a premium integration for it ...
What is your primary use case for Looker?
My main use case for Google Data Studio is dashboards and reporting. For every month, in some cases, it pulls fresh data from a brand new campaign that got launched and ensures that it is visually ...
What advice do you have for others considering Looker?
My advice for someone considering Google Data Studio who has a similar workflow to mine is to start off from one of the templates that are available. It is a good place to start so you can understa...
What needs improvement with Google Data Studio?
I would appreciate improvements in the data modeling features, as it's not straightforward, and it's not what people in analytics are used to. Specifically, most people using this visualization too...
What is your primary use case for Google Data Studio?
I used Looker Studio mainly for reporting, where I created multiple dashboards on it. I wouldn't say I made the most of the usage of the connections because all the connections were based on flat f...
What advice do you have for others considering Google Data Studio?
I confirm that we have a call regarding my experience with Zoho. Looker Studio is a good visualization tool, but I wouldn't say there's a specific feature that stands out in terms of tracking metri...
 

Also Known As

Looker
Data Studio
 

Overview

 

Sample Customers

Yahoo!, Etsy, Kohler, Hipcamp, Hubspot, Kickstarter, Venmo, Dollar Shave Club, 600+ customer
Genesys, Shueisha
Find out what your peers are saying about Salesforce, Qlik, Zoho and others in Embedded BI. Updated: July 2026.
907,768 professionals have used our research since 2012.