Marketing · Analytics and attribution
Data Studio (formerly Looker Studio)
Google's free dashboard and reporting tool, formerly called Looker Studio
At a glance
Data Studio is Google's free reporting tool for building interactive dashboards from sources like GA4, Google Ads, Search Console, Google Sheets and BigQuery. Google renamed Looker Studio back to Data Studio in 2026. You drag charts and filters onto a canvas, connect data through Google and community connectors, and share live reports by link or embed.
- Category
- Analytics and attribution
- Best fit
- SME · Mid-market · Enterprise
- Pricing
- See pricing below
- In Adam’s stack
- No
Who Data Studio (formerly Looker Studio) is best for
Agencies, marketers and small businesses that want shareable marketing dashboards built mainly on Google data, without paying for a BI tool. Pick it over Power BI or Tableau when budget is tight and your data already lives in Google products.
Key features
- Drag-and-drop report and dashboard editor
- Native connectors for GA4, Google Ads, Search Console, Sheets and BigQuery
- Hundreds of community connectors for other data sources
- Interactive filters, date controls and multi-page reports
- Real-time collaboration, sharing and web embedding
- Pro tier with team content management and Google Cloud support
Why it’s worth it
It gives clients and leadership a live, always-current view of marketing performance for free, replacing manual spreadsheet reporting.
Things to consider
- Many non-Google sources need paid third-party connectors such as Supermetrics
- Large or blended data sources can make reports slow to load
- Limited data modelling compared with full BI tools
Data Studio (formerly Looker Studio) pricing
Pricing as published by Data Studio (formerly Looker Studio)
Free for creators and viewers. Pro US$9 per user per project per month, varying with subscription length.
Source: cloud.google.com/looker-studio. Checked 8 October 2026. Prices change often, so confirm on the vendor’s site before you buy.
Alternatives to Data Studio (formerly Looker Studio)
Other tools listed under Analytics and attribution. Tools from Adam’s stack are marked.
Google Analytics 4
In Adam’s stackFree web analytics and conversion tracking
SMEMid-marketEnterpriseMicrosoft Clarity
In Adam’s stackFree heatmaps and session recordings
SMEMid-marketEnterpriseHeatmaps, recordings and on-site surveys
SMEMid-marketProduct analytics for apps and SaaS
SMEMid-marketEnterpriseProduct analytics and experimentation
Mid-marketEnterpriseB2B revenue attribution
Mid-marketEnterpriseAttribution and analytics for D2C brands
SMEMid-marketPrivacy-focused analytics you can self-host
SMEMid-marketEnterpriseEnterprise digital analytics
Enterprise
FAQ
Data Studio (formerly Looker Studio): common questions
Is Looker Studio now called Data Studio?
Yes. Google renamed Looker Studio back to Data Studio in 2026. It is the same free reporting and dashboard product.
Is Looker Studio free?
Yes, the standard version is free to build and view reports. The Pro version costs US$9 per user per project per month and adds team management and Google Cloud support.
Looker Studio vs Power BI?
Looker Studio (Data Studio) is free and easiest with Google data like GA4 and Google Ads. Power BI offers stronger data modelling and suits businesses already on Microsoft 365.
Can’t find a tool that fits?
When every option forces a workaround, our trusted build partners can build it: apps, automations and AI agents designed around how your business actually works.