Data Studio (ex-Looker Studio)

Data Studio is an accessible, free business intelligence tool that transforms raw data from multiple sources into interactive visualizations and shareable dashboards. Its drag-and-drop editor allows you to build custom reports without advanced technical skills, while its catalog of native connectors covers the entire Google ecosystem (GA4, Google Ads, Search Console, BigQuery, Sheets) as well as hundreds of third-party sources via partner connectors. Launched as Google Data Studio, renamed Looker Studio in 2022 following Google's acquisition of Looker, the tool reverted to the Data Studio name in April 2026. It remains available for free in its standard version, with a paid Pro version for advanced collaboration and governance features.

Data Studio is the ideal tool for centralizing marketing performance reporting in a single, shareable dashboard, for creating automated client reports that update in real time, or for cross-referencing data from multiple sources (GA4, Google Ads, CRM, e-commerce) without resorting to a costly BI tool. It's often the first structured reporting tool deployed by digital teams.

Data Studio is designed for all digital teams looking to structure their reporting without investment, from freelancers and agencies creating client reports to large organizations seeking to democratize access to data. It's particularly popular with marketing, CRO and e-commerce teams working primarily within the Google ecosystem who need to cross-reference GA4, Google Ads and Search Console in a single dashboard.