Google Data Studio (formerly Looker Studio) review

Google has renamed Looker Studio to Data Studio, and the self-service tier remains free for creators and report viewers. For agencies, that makes it the default baseline: a drag-and-drop editor, native links to Google Ads, Google Analytics, Sheets and BigQuery, and more than 1,300 Community Connectors for other platforms, many of them sold by third parties. Google says it connects to more than 1,400 data sources in total. Reports can be shared on the web or embedded in a page or intranet. Data Studio Pro, at $9 per user per project per month, adds team content management, administration and Google Cloud support. What it lacks is the agency layer found in dedicated tools: there is no client portal, white-label domain, per-client roll-up or ad cost markup out of the box. Pulling Meta, LinkedIn or TikTok data often means paying for a connector such as Reporting Ninja, so the real cost depends on your channel mix.

Who it is for

Agencies with in-house report builders who want free, fully custom client reports.

Price

Free for creators and viewers; Data Studio Pro from $9 per user per project per month.

$9 per user per project per month
Quoted from the vendor pricing page on November 10, 2026.

Key features

• Drag-and-drop report editor with pixel-perfect or responsive canvas
• Native connectors for Google Ads, Google Analytics, Sheets and BigQuery
• Over 1,300 Community Connectors, or build your own
• Report embedding in web pages and intranets
• Pro tier with team content management and Google Cloud support

Strengths and weaknesses

• Strength: Self-service tier has no charge
• Strength: Connects to more than 1,400 data sources per Google
• Strength: Full control over layout and design
• Weakness: Non-Google sources often rely on third-party connectors
• Weakness: No built-in client portal or agency billing tools
• Weakness: Templates and branding take more manual work

Key facts

• Free plan: Yes, for creators and report viewers
• Data sources: More than 1,400, per Google
• Paid tier: Data Studio Pro

Where it ranks

Google Data Studio (formerly Looker Studio) is No. 8 in our Best Reporting Tools for Agencies verdict.