Looker Studio, formerly Google Data Studio, gives businesses a way to create custom data reports and interactive dashboards.
You can connect multiple data sources, build visualizations, and share reports across teams. After the rebrand, Google Looker Studio added more features that help marketers and analysts manage and view their own data faster.
The platform fits anyone who needs better access to performance insights without heavy technical work.
In this article, you’ll learn what Looker Studio does, how it works, and how to start building reports that matter.
What is Google Looker Studio?
Image Source: cloud.google.com
Google Looker Studio is a free tool that helps you convert data into shareable reports.
It started as Google Data Studio in 2016, built to help people create dashboards without advanced technical skills. Over time, the platform expanded beyond simple marketing reports.
As it grew, it began supporting more data sources to offer better control over visualizations, filters, and calculations.
The shift from Google Data Studio to Looker Studio signaled a larger focus. It connects easily with Google platforms like Google Analytics, Google Ads, and Google Sheets, but it also supports data from external systems.
Today, Google Looker Studio gives you more flexibility to combine data, adjust layouts, and produce better reports to enhance your data analysis.
Key Features of Looker Studio
Looker Studio brings together tools that simplify data visualization and reporting across different platforms. Here are the key features that make it a powerful tool for users:
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Drag-and-drop interface - You can easily move charts, tables, and filters onto the canvas without technical steps.
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Connection to hundreds of data sources - Looker Studio links to Google products, third-party services, and other platforms through appropriate connectors.
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Custom visualizations - You can adjust fonts, colors, sizes, and layouts to match business branding or reporting needs.
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Support for calculated fields - Looker Studio lets you create new fields by manipulating data from connected data sets.
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Interactive controls - Report viewers can adjust date range, apply filters, or drill down into sections of reports without needing access to the raw data.
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Easy sharing and collaboration - Reports can be shared as links, scheduled for email delivery, or embedded in a web page.
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Real-time updates - Once a connection to a data source is active, reports automatically pull the newest information without manual refresh.
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Template gallery - Looker Studio offers ready-made layouts that help users build reports faster or leverage reusable templates to stay consistent across projects.
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Built-in security - Access to reports is controlled through your Google account, which keeps your own data private and secure.
What Can You Do with Looker Studio?
Looker Studio gives you many ways to work with your own data. Below are some of the main ways businesses use Looker Studio today.
Build Interactive Dashboards for Marketing Data
Looker Studio makes it easy to create dashboards to display data in one place. You can pull data from platforms like Google Analytics, Google Ads, and SQL databases to build a complete view of campaign performance.
With tools like filter controls and date range selectors, you can zoom into specific periods or channels without leaving the dashboard.
Image Source: lookerstudio.google.com
Marketing teams often set up dashboards to track ad spend, impressions, clicks, conversions, and customer behavior.
Instead of moving between different tools, you can open a single report, adjust filters, and view results in real time. Custom charts, tables, and scorecards help display KPIs clearly so that it’s easier to share updates with clients or leadership teams.
By using Looker Studio, you get a faster way to visualize data and move from raw numbers to actionable insights.
Create Sales Performance Reports
Sales teams need quick access to numbers that show how deals move through the pipeline. Looker Studio connects to a CRM, ecommerce tool, or Google Sheets file to pull in real sales data.
You can build a bar chart that shows new revenue by month or use pie charts to break down sales by region or product type.
With a date range filter, you can review results across days, months, or quarters without adjusting the report setup. Tables and scorecards highlight key figures like average deal size, close rates, and lead conversions.
Instead of digging through spreadsheets, you see clear numbers and trends that support faster decisions.
Building a focused Looker Studio report helps track what matters most and share updates without delay.
Analyze Website Traffic and User Behavior
Understanding how visitors interact with a site helps businesses spot what’s working and where changes are needed.
Looker Studio connects directly to Google Analytics and pulls detailed traffic reports into a simple dashboard. Teams can track page views, bounce rates, session times, and user paths across the site.
With filter controls and date range selectors, you can view trends over time or focus on specific groups. Charts, like a line chart, show movement in traffic patterns, while tables break down visits by page or source.
Image Source: lookerstudio.google.com
A custom Looker Studio insightful report gives you a clear snapshot of website traffic to act faster on real user behavior.
Track Ecommerce Metrics
Looker Studio connects ecommerce platforms, payment systems, and store data into a single report.
You can track daily sales, cart abandonment rates, revenue by product, and customer lifetime value without switching between dashboards.
Pulling in data through an appropriate connector or uploading from Google Sheets gives you flexible reporting options.
Sales teams often build reports that group metrics by product category, channel, or promotion. A pivot table can show sales volume across categories, while scorecards highlight daily or monthly revenue goals.
Adding a date range filter allows managers to compare metrics and spot shifts in customer behavior.
Combine Data From Multiple Sources in One View
Looker Studio blends information from different platforms into a single report.
You can connect a CRM, a paid ad platform, and a web analytics tool at the same time. There’s no need to switch between tabs to view results.
By blending data sets, businesses can answer broader questions. For example, combining sales and website activity shows how marketing drives purchases.
Using partner connectors, you can bring in campaign data from third-party apps alongside Google products. A blended view saves time, improves reporting accuracy, and helps you focus on what drives performance.
Creating reports that pull from multiple sources lets companies build a full picture without manual exports or spreadsheet work.
Automate Reporting and Data Updates
Manual reporting slows teams down and increases the risk of errors. Looker Studio removes that problem by refreshing connected data sources automatically.
Once a connection is active, the platform pulls the latest information without extra steps from the user.
You can schedule email deliveries for shareable reports, which keep clients or executives updated without building new files each week.
A Looker Studio Pro account adds more control for faster refresh rates and better management for large teams. Automation lets marketers, sales teams, and analysts spend less time updating dashboards and more time acting on results.
Setting up scheduled refreshes and interactive report deliveries keeps data fresh and reporting workflows simple.
How to Set Up Looker Studio for Beginners
To set up your Looker Studio, do the following:
1. Sign in with Your Google Account
Looker Studio is part of the broader family of Google platforms, so you must sign in using a Google account.
Signing in links Looker Studio to your Google Drive automatically, which makes saving and sharing reports seamless. Once inside the dashboard, you will see an option to start with a pre-built template or create a “Blank Report” to begin building from scratch.
Image Source: lookerstudio.google.com
Choosing a blank report is the best approach for beginners. It teaches you how each chart, table, or control works without relying on preset structures.
Looker Studio saves work automatically, but it is good practice to organize reports into specific folders inside your Drive, especially if you plan to manage multiple data sources over time.
Steps to sign in and start:
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Visit Looker Studio and log in using your Google account to create your first report.
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Click “Blank Report” on the home page.
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Grant permissions to connect Looker Studio with your Google Drive.
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Organize your reports into clear folders inside Drive.
2. Connect Your First Data Source
After opening a blank canvas, Looker Studio will ask you to select a data source. Picking the right connection early keeps your report clean and avoids the need to rebuild visuals later.
Google connectors allow direct access to key platforms like Google Analytics and Google Ads.
If your data lives outside of Google’s systems, partner connectors make it possible to bring in information from social media, CRM, ecommerce platforms, or project management tools.
These third-party connections work seamlessly in Looker Studio, although some may require extra setup or permissions.
For companies working with a unique or custom platform, Looker Studio also offers the option to build a data connector. You can create new connections from any internet accessible data source by using Looker Studio’s Community Connector API.
When linking your own data, it’s important to:
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Check that all fields you need (such as revenue, sessions, or leads) are present.
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Confirm that account permissions are active, especially when connecting business systems.
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Test sample data pulls to make sure numbers appear as expected inside Looker Studio.
3. Build and Customize Your Report
Once your data source is connected, Looker Studio opens the report builder. Here, you create layouts by placing visual elements onto the canvas.
Looker Studio offers a wide range of chart types to display performance across marketing, sales, ecommerce, or operations.
The style tab controls the look and feel of every visual. You can adjust background colour, fonts, gridlines, borders, and alignments.
Setting a date range filter early is a best practice. It gives anyone viewing the report a way to filter the dashboard without needing to edit it directly.
Common charts and tables in Looker Studio:
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Bar chart - Compare values across categories, like sales by product or clicks by channel.
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Pie charts - Show the parts that make up a whole, often used for audience segments or ad spend distribution.
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Line chart - Track trends over time, such as daily traffic or monthly sales growth.
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Geo chart - Visualize performance by region. You can also use it for financial data or regional KPIs.
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Google Maps visualization - Overlay real location data on a map for deliveries, store visits, or local ad performance.
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Pivot table - Organize data to compare multiple categories, like sales by product and quarter together.
How to Connect Data from Non-Google-Affiliated Platforms into Looker Studio
Looker Studio does more than connect to Google tools. It can also pull in data from external platforms like Shopify, Facebook Ads, HubSpot, and other services through partner connectors.
TapClicks Direct for Looker Studio
With TapClicks Direct connectors, you can pull on-demand data from major marketing platforms like Facebook Ads, LinkedIn Ads, Instagram Analytics, Adobe Analytics, Pinterest Ads, Twitter Ads (X), Google Analytics 4, Microsoft Ads, Spotify Ads, and TikTok Ads.
More sources are planned to be added soon.
To connect a TapClicks data source in Looker Studio:
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Log in to your Google account and go to Looker Studio.
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In the upper left, click the “Create” button.
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From the dropdown, select “Data source.”
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In the search bar, type TapClicks and wait for results to appear.
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Locate the connector you want to use and click it.
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Click “Authorize” to allow TapClicks to link with Looker Studio.
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When prompted, allow TapClicks to access your Google account.
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If the data source (such as Facebook Ads) asks for login permissions, log in and authorize.
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Choose the account and define any settings in the linking screen.
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In the upper right corner, click “Connect.”
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Review the available fields and configure your data selections.
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Click “Create Report” to start building your Looker Studio dashboard with the new data source.
Megalytic for Looker Studio
Megalytic gives you a simple way to bring advertising and CRM data from outside the Google ecosystem into Looker Studio.
With Megalytic connectors, you can connect data from 11 major marketing platforms, including MailChimp, AdRoll, HubSpot, Snapchat, and others.
To connect a Megalytic data source in Looker Studio:
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Log in to your Google account and open Looker Studio.
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In the upper left, click the “Create” button.
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From the dropdown, select “Data Source.”
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On the “Data Source” page, enter Megalytic into the search bar and wait for results.
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Locate the connector you want to use and click it.
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Click “Authorize” to allow Megalytic to access Looker Studio.
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If you’re not logged into the data source, click “Log In” and complete your login.
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When Megalytic asks for permissions, click “Allow.”
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From the Account dropdown menu, select at least one account to proceed.
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Optionally, select a “Query Type” from the dropdown menu to refine data pulls.
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In the upper right corner, click the “Connect” button.
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Review the fields loaded for your selected data source.
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Click “Create Report” to start building a new report inside Looker Studio.
RavenTools by TapClicks for Looker Studio
RavenTools offers another way for you to bring advertising and CRM data into Looker Studio without manual uploads.
With RavenTools connectors, you can pull data from eight marketing platforms, including Snapchat, Mailchimp, AdRoll, Facebook, LinkedIn, and more.
To connect a RavenTools data source in Looker Studio:
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Log in to your Google account and go to Looker Studio.
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In the upper left, click the “Create” button.
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From the dropdown, select “Data Source.”
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On the “Data Source” page, type raven into the search bar and wait for results.
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Find your desired Raven connector and click it.
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Click Authorize to allow Raven to connect to Looker Studio.
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When RavenTools asks for account access, click “Allow.”
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If the data source also needs specific authorization (like LinkedIn Ads), click Authorize again.
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If login is required, click “Log In” and enter your account details.
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After Raven requests permissions, click “Allow.”
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In the top right corner, click the “Connect” button.
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Review all loaded fields for the data source you selected.
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Click “Create Report” to start building a new report in Looker Studio.
Take Your Looker Studio Reports Further With TapClicks
Today’s marketers face new reporting challenges, such as fragmented data, limited platform integrations, and rising pressure to deliver real-time insights across multiple channels. Many teams also struggle to maintain consistency when pulling metrics from different sources.
Solving these problems requires a smarter reporting foundation supported by automation, flexibility, and unified data access.
TapClicks gives you the tools you need to meet these challenges. By connecting non-Google platforms directly into Looker Studio, TapClicks simplifies reporting, expands access to deeper metrics, and reduces the time spent on manual tasks.
You can create faster and clearer dashboards, integrate more sources, and make data-driven decisions without switching systems.
If you want to ensure accurate Looker Studio reports, TapClicks is ready to help.
FAQs About What Is Looker Studio
What is Looker Studio used for?
Looker Studio is used for building reports and dashboards that pull information from different sources into one visual space. Its user-friendly interface lets marketers and business owners track key data points, monitor campaigns, and share insights easily. Users can embed reports on websites or presentations, helping teams stay aligned across departments.
What is the difference between Looker and Looker Studio?
Looker and Looker Studio serve different purposes. Looker is a full business intelligence platform that supports complex queries on big data environments, while Looker Studio focuses on simple reporting and seamless integration with marketing and analytics tools. Looker is built for deep technical users, and Looker Studio is designed to create insightful reports faster without technical complexity.
Is Looker Studio like Tableau?
While Looker Studio and Tableau both offer strong visualization options, they serve slightly different audiences. Tableau is often chosen for enterprise-level analysis with heavy customization, while Looker Studio provides quick access to marketing and web data and allows users to build dashboards aligned with their core objectives.
Is Looker Studio owned by Google?
Yes, Looker Studio is owned by Google. It was originally called Google Data Studio before it became part of the broader Looker brand. Today, you can build reports with your own templates, connect multiple sources, and manage all reporting needs through Google’s cloud ecosystem.
