Overview
Google keeps rotating names: Google Data Studio became Looker Studio in 2022, and the tool is now called Data Studio again on Google Cloud’s site. Both lookerstudio.google.com and datastudio.google.com lead to the same service.
The idea: connect your data sources, then build visual, interactive reports you share by link, like a Google Doc.
- 1,400+ connectors: Google Analytics 4, Search Console, Google Ads, Sheets, BigQuery, cloud databases…
- Customisable visualisations: charts, tables, maps, filters, multiple pages.
- Sharing and collaboration with people or groups.
- Template gallery (Search Console, GA4, e-commerce…).
- BigQuery conversational agents to query data in plain language.
Pros
- Free, with no cap on reports or users.
- Native integration with the whole Google ecosystem.
- Automatic client reports that are always up to date.
- Fully customisable to your brand.
Cons
- Slow with large datasets or heavy reports.
- Non-Google connectors are often paid through partners.
- A real learning curve for calculated fields and data blending.
- Name changes make it harder to find help.
Studio Elias’s recommendation
This is the tool we recommend for tracking a website after launch: one dashboard combining traffic (GA4), Google rankings (Search Console) and conversions. Build it in your colours and typefaces: polished reporting is a brand asset too, especially when it reaches the board. And stick to a handful of genuinely useful metrics.
FAQ
Has Looker Studio changed its name?
Yes, Google now presents the tool as Data Studio. It is the same service, and your existing reports remain available.
Is Looker Studio free?
Yes, building and sharing reports is free. The paid Pro version mainly adds team management and support.
Can I connect Search Console and GA4?
Yes, both have free native Google connectors.
