What Google Data Studio (now Looker Studio) is, what it is for, its advantages and disadvantages, and why it is free. Tres ojotas' guide to start visualising your data.
Google Data Studio is Google's free tool for visualising data, building dashboards and creating dynamic reports. Since 2022 it has been called Looker Studio, but its essence hasn't changed: you connect your data sources and the information is presented in a clear, attractive way. And yes, it is still free (you only need a Google account), which makes it one of the most accessible gateways into business intelligence.
What is data visualisation? The most basic way to define it is as the graphic representation of information. It is a very efficient way to interpret data in real time and to ground decision-making, which translates into efficiency, agility and higher profits. As the volume of data grew, Business Intelligence departments took on a fundamental role in companies over the last decade.
Data is everywhere, and you can even use it personally: for example, to track your expenses in a simple spreadsheet. Unlike a static report such as an Excel or a PDF, an integral dashboard (CMI) offers a dynamic panel where you can change date ranges, filter data and adjust many more variables depending on what you want to analyse.
Advantages of Google Data Studio. It is free: setting up a dashboard costs nothing, you just sign in with a Google account. It is cloud-based: maintenance is simple if you set the connections up correctly. It is easy to share: via a public link, with edit permissions for your team, embedded in a website or as a PDF. It is easy to use: the panel is friendly and you can build your first dashboard in no time. And it lives inside the Google ecosystem: connecting Sheets, Analytics, Google Ads, Search Console and BigQuery is almost automatic.
Disadvantages. Third-party connectors: sources like Facebook Business or HubSpot require paid connectors. Learning curve: combining data from different sources means creating calculated fields, formulas and regular expressions, which can be frustrating at first. And it is not the most powerful BI tool out there: it does not reach the complexity of more advanced platforms. Even so, it more than covers what most businesses need.
And compared to Google Analytics? They do not compete: Analytics collects your website's data and Data Studio (Looker Studio) turns it into visual dashboards anyone can understand. As for pricing, the version almost every company needs is 100% free; only third-party connectors and the Looker Studio Pro tier have a cost. At Tres ojotas we recommend it as the best starting point for data visualisation, especially if you already work within the Google ecosystem. And if you would like help building your dashboards, get in touch.