At the Google Cloud Next 2022 Conference, Google announced the integration of two products from Google, Data Studio and Looker Studio. Both tools feature dashboards that help display data for working with platforms, as well as some features that can be used as a CDP platform.
For those who have used Google Data Studio and are wondering if it is still available for free, and what will happen to Looker Studio, which normally has a paid version, when they are combined? Relevant Audience has gathered important information for everyone to know. Let’s take a look.
What are Data Studio and Looker Studio?
For digital marketers using Google Ads, you are probably familiar with various tools that can help connect data sources from other platforms and create dashboards that improve decision-making. This may also include features that help analyze data graphs. Many people are already familiar with Google Data Studio, which is Google’s Marketing Platform tool developed to assist marketers. Looker is a BI (Business Intelligence) tool that Google took over in 2020 for $2.6 billion. It has similar functionality to Data Studio but has features more suitable for enterprise-level businesses.
The key differences between Google Data Studio and Looker are as follows:
- Price – Data Studio can be used for free with a Google account, while Looker requires payment according to the plan, with a relatively high price because it is designed for enterprise-level use.
- Data Integration – Data Studio can pull data from all of Google’s networks, as well as partners like Adobe Analytics, Jason, and Facebook, which differs from Looker, which only supports data in the form of SQL. If you want to use data in another format, you need to convert it into SQL first.
- Deployment – Data Studio can only be used on a browser and requires an internet connection at all times because the data is stored in the cloud. While Looker can use the organization’s server instead of storing data on the Cloud Platform.
- Dashboard Creation – When customizing data fields in Data Studio, it customizes the raw data fields from the data source to support usage appropriate for the business. However, with Looker, dashboards are created automatically, and then you can customize them as needed.
- Analysis Features – Data Studio has features that help classify data, analyze regression, forecast time series, etc. While Looker has Machine Learning Models that can be installed according to the purpose of use.
- Data Usage – The file format for downloading Data Studio is both CSV and Google Sheet, with a data limit of no more than 750,000 rows per dataset. Looker can connect data to other platforms by connecting through the Looker API, such as Email Marketing providers, SMS, and Google Ads and Facebook.
It can be seen that both Data Studio and Looker have limitations that may annoy users somewhat, and that may be a key reason why Google decided to rebrand Data Studio and Looker as Looker Studio.
Google Rebrands Data Studio as Looker Studio
Early last October, Google announced a major rebranding of the Business Intelligence (BI) tool Data Studio and Looker, integrating the two tools into one under the new name Looker Studio. This allows brands or marketers who like the features used on Data Studio to continue using it for free. While business customers who need the features on Looker have plans to pay to upgrade to use Looker Studio Pro, which will have Enterprise Management features to enhance the ability to work in the SLA system.
Conclusion
It must be said that this change is not something to worry about or cause a crisis. As you know, Google always develops and updates its products to meet user needs. Rebranding its tools is one way to help marketers or brands work more conveniently. As mentioned, Looker Studio can accommodate usage at all levels. If you are a beginner, you can use the free version. But if you are a large business group, upgrading to Looker Studio Pro is another interesting option.
Source: SEJ
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