Jun 23, 2022

Looker Studio (Google Data Studio) pricing 2024: Everything you need to know

5-MINUTE READ | By Joy Huynh

Looker Studio (Google Data Studio)

[ Updated Feb 2, 2024 ]

Looker Studio (formerly Google Data Studio) is a data visualization tool that helps you turn data into a meaningful story. It offers a user-friendly interface, a drag-and-drop feature, and integrations with many marketing platforms. That’s why Looker Studio (Data Studio) is a no-brainer for marketers who want to present their data but have little to a bit of SQL knowledge.

To help you evaluate Looker Studio (Data Studio), we’ll discuss its pricing in this post.

Bonus: we also included some free reporting templates to get you started at the end of this post.

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Is Looker Studio (Google Data Studio) still free in 2024?

The price of Looker Studio (Data Studio) is $0. Yes, it is a free tool—you don’t have to pay anything to set it up. But, if you’re looking to fetch data from non-Google platforms, you may have to pay for a third-party connector provider.

Looker Studio (Google Data Studio) connectors

Connectors allow you to integrate Looker Studio (Data Studio) with all your marketing platforms so you can pull data directly into your Looker Studio (Data Studio) reports and dashboards. Essentially, there are two types of connectors in Looker Studio (Data Studio): free and paid.

Free connectors—Google-provided connectors

Let’s start with Google-provided connectors. As the name suggests, these are connectors built and maintained by Google. They’re free. However, they only let you connect to products and services in the Google ecosystem, including:

  • Google products: Google Sheets, Google Analytics, Google Ads, YouTube, etc.
  • Databases: MySQL, PostgreSQL, Google BigQuery, Amazon Redshift, etc.

Paid connectors—Third-party connectors

Third-party connectors allow you to fetch data from a variety of marketing and sales platforms, both from Google and others, such as Facebook, LinkedIn, and HubSpot, and these are typically paid on a monthly basis. For example, a single connector from Supermetrics for Facebook Ads costs $49/month. As of today, you can find almost 600 connectors from partners in Looker Studio (formerly Google Data Studio) covering:

  • Social Media: Facebook, Instagram, Pinterest, LinkedIn, etc.
  • CRM: HubSpot, Salesforce, etc.
  • Web Analytics: Google Analytics, Adobe Analytics, etc.

Supermetrics for Looker Studio (Google Data Studio) pricing

If you go to the connector gallery in Looker Studio (Data Studio), you’ll see Supermetrics on the top of the list, and for good reasons.

Over 750K marketers worldwide are using Supermetrics to move data into different reporting and analytics tools, including Looker Studio (Data Studio), and over 15% of all online ad spend is reported through Supermetrics.

Supermetrics is one of the most popular ways to get all your marketing data into Looker Studio (Data Studio), and there are packages that cater to teams of all sizes. Let’s take a look at pricing in more detail and see which plan is right for you.

Small to medium-sized teams

For small to medium-sized teams, we have four self-serve packages—single connector, essential, core, and super.

Single connector

The single connector package starts from $49/month and covers:

  • 1 Supermetrics user account
  • 1 data source
  • 10 accounts per data source
    • For example, on Facebook, you can access up to 10 ad accounts. And on Google Analytics, you can access up to 10 views.


If you’d like data from more than one data source, the Essential package is for you. It costs $119/month and covers:

  • 1 Supermetrics user account
  • 9 data sources, including Facebook Ads, Instagram Insights, Google Ads, Google Analytics 4, etc.
  • 10 accounts per data source
  • With this plan, you can add a data source at $35/month


The Core package is $239/month, and it has more comprehensive coverage, including:

  • 1 Supermetrics user account
  • 24 data sources, including all data sources in the Essential package, plus TikTok Ads, Snapchat Ads, Twitter Ads, YouTube, etc.
  • 10 accounts per data source
  • You can add up to 2 more data sources at $35/data source/month


The Super package is suitable for small businesses with complex data needs. It’s $579/month and includes:

  • 3 Supermetrics user accounts
  • 45 data sources, including all data sources in the Core package, plus Ahrefs, Shopify, Taboola, Outbrain Amplify, etc.
  • 10 accounts per data source
  • Custom fields which let you enrich existing metrics and dimensions, or create entirely new ones to extract more insights.

Here’s a quick summary of our self-serve plan for small to medium-sized teams.

Supermetrics for Data Studio pricing

Enterprise teams

If you want to add more people to your Supermetrics account or access a broad range of data sources, you can create a custom plan with our sales team. With a custom plan, have access to:

  • 4+ Supermetrics user accounts for the Essential and Core package
  • 6+ Supermetrics user accounts for the Super package
  • 20+ data sources/account
  • Premium data source connectors—such as Twitter Premium, Criteo, Google Ads Manager, etc.
  • Data warehouse destinations
  • Custom fields
  • Premium support
  • A dedicated customer success manager

Why use Supermetrics for Looker Studio (Google Data Studio)

Here’s how you can benefit from using Supermetrics with Looker Studio (Data Studio).

Combine marketing, and sales data

Supermetrics integrates with over 100 marketing and sales platforms. From 39€/$49 for a single connector per month, you can easily pull data from different sources, including:

  • Web analytics: Google Analytics (or Universal Analytics), Google Analytics 4, etc.
  • Organic and paid social: Facebook, Instagram, TikTok, etc.
  • SEO: Google Search Console, Semrush, Ahrefs, etc.
  • Sales: HubSpot, Salesforce, etc.
  • Email: Mailchimp, Klaviyo, etc.
  • And many more – check out all Supermetrics connectors!

Get in-depth insights

Rather than spreading ourselves thin, we focus on connector quality and try to get as many metrics and dimensions from the APIs as possible for the most important data sources. You can easily create custom reports and add different segments to get a more granular view of your website performance.

You can find more advanced dimensions that aren’t available in the Google connectors for Looker Studio (Data Studio).

Let’s take Google Ads and Google Analytics as examples.

Google Ads: Supermetrics vs. Google

difference between Google Ads with Supermetrics and with Google

Google Analytics: Supermetrics vs. Google

Difference between Google Analytics with Supermetrics and with Google

Create insightful visualizations with Supermetrics Charts for Looker Studio (Google Data Studio)

Looker Studio (Data Studio) offers a wide range of charts and graphs to help you visualize your data straight off the bat. One step further, we developed Supermetrics Charts to enhance the already existing data visualization capabilities in Looker Studio (Data Studio). You’ll use different charts to present your data, such as:

  • Combo scorecard
  • Gauges and progress bars
  • Bullet graphs
  • User journey
  • Funnel visualization
  • Site tree

5 free marketing dashboards for Looker Studio (Google Data Studio)

Building a dashboard can be challenging, especially if you’re new to Looker Studio (Data Studio). In the end, it’s you against the blank page. That’s why we prepared some ready-made templates to get you started. 

Let’s look at our top five marketing dashboards for Looker Studio (Data Studio) and see what’s in it for you.

Facebook Ads performance

The Facebook Ads performance dashboard gives a general overview of your paid campaigns. For example, you can quickly see:

  • The most important KPIs: impressions, clicks, click-through rates, conversions
  • The best-performing campaigns
  • Conversions breakdown by country
Facebook Ads dashboard for Data Studio

Google Analytics 4 overview

Already moved or thinking about moving to Google Analytics 4? Since Google will sunset Universal Analytics soon, you better start the migration. Once you’ve set up your properties in GA4, you can use this template to monitor your performance. It helps you understand:

  • The total users and new users on your website
  • Active users growth or decline over time
  • How your monthly cohort behaves
Google Analytics 4 dashboard for Data Studio

Google Ads vs. Facebook Ads comparison

This template will come in handy if you’re running ads on Google and Facebook. Instead of comparing apples to oranges, we suggest you use this template to monitor the performance of each platform. With it, you can see:

  • The click-through rate, cost per conversion, and cost per click each platform
  • The distribution of cost, impressions, clicks, and conversions on each platform
  • The best-performing ads on each platform
Google Ads vs. Facebook Ads comparison dashboard for Data Studio

Paid channel mix

When presenting your paid campaigns’ results across channels, it’s a good idea to keep it short and to the point. This means you should emphasize how much you’ve spent and what results you got back in exchange. With this paid channel mix template, you can easily see the most important metrics from Google Ads, LinkedIn Ads, Twitter Ads, Facebook Ads, Microsoft Ads, and Pinterest Ads. The template helps you answer these questions:

  • How’s the performance of your paid campaigns?
  • How have your campaigns evolved?
  • What are the best channels?
Paid channel mix dashboard for Data Studio

Facebook Insights performance

If you’re interested in understanding your audience’s engagements on Facebook, this template is a great place to start. It tells you:

  • How your audience reacted to your updates—likes, unlikes, and net likes
  • Where your audience comes from
  • Audience breakdown by age and gender
Facebook Insights dashboard for Data Studio

Wrapping up

Looker Studio (formerly Google Data Studio) is a great BI tool for marketers. By taking advantage of third-party connectors like Supermetrics, you can fetch data from more data sources and get more granular insights.

If you’d like to give Supermetrics a spin, start a 14-day free trial now. Learn also how to set up and use our free templates for your reporting.

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