Looker vs Zoho Analytics comparison

Google and Zoho are both solutions in the Embedded BI category. Google is ranked #7 with an average rating of 8.0, while Zoho is ranked #6 with an average rating of 7.8. Google holds a 8.0% mindshare in EBT, compared to Zoho’s 2.6% mindshare. Additionally, 80% of Google users are willing to recommend the solution, compared to 97% of Zoho users who would recommend it.

Looker

Read 19 Looker reviews

2,582 Views
878 Comparison Views

80% willing to recommend

Zoho Analytics

Read 35 Zoho Analytics reviews

1,271 Views
318 Comparison Views

97% willing to recommend

Looker

Zoho Analytics

Comparison Buyer's Guide

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Executive SummaryUpdated on Jun 29, 2025

Looker and Zoho Analytics compete in the business intelligence tools category. Looker appears to have an edge due to its robust integration with Google BigQuery and powerful customization capabilities, although Zoho Analytics is notable for its ease of use and affordability.

Features: Looker is known for its SQL Runner and LookML semantic middle layer, which centralizes and visualizes data. It provides intuitive exploration capabilities and integrates seamlessly with Google BigQuery. The LookML modeling language supports extensive customizations. Zoho Analytics is praised for its user-friendly reporting and dashboard creation with a drag-and-drop interface, integrating well with other Zoho products. Its web-based SaaS model allows easy dashboard creation and sharing online.

Room for Improvement: Looker requires significant user-driven customizations and would benefit from more visualization options, such as additional chart types and better large dataset handling. Its integration with Excel and REST APIs could be improved. Zoho Analytics could enhance its visualization options and user input fields. It faces limitations with graph styles and a less intuitive interface, alongside a need for more robust API support.

Ease of Deployment and Customer Service: Looker offers adaptable deployment on both public and private clouds and is highly rated for its responsive technical support. Zoho Analytics provides flexible deployment across cloud environments and on-premises setups, though there is feedback indicating it could improve interface navigation and the initial setup process. Both platforms receive positive customer support reviews, with Looker often seen as more proactive.

Pricing and ROI: Looker's pricing is perceived as high for smaller enterprises, especially when scaling for external users. However, it offers strong ROI with timely insights. Zoho Analytics presents predictable, reasonable pricing, appealing to budget-conscious users and smaller businesses for its comprehensive features. Both demonstrate potential ROI, attracting distinct user bases based on size and needs.

To learn more, read our detailed Looker vs. Zoho Analytics Report (Updated: September 2025).

Buyer's Guide

Looker vs. Zoho Analytics

September 2025

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Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

Looker

Ranking in Embedded BI

7th

Average Rating

8.0

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

No ranking in other categories

Zoho Analytics

Ranking in Embedded BI

6th

Average Rating

8.2

Reviews Sentiment

6.1

Number of Reviews

Ranking in other categories

BI (Business Intelligence) Tools (7th), Reporting (9th), Data Visualization (6th)

Mindshare comparison

As of October 2025, in the Embedded BI category, the mindshare of Looker is 8.0%, down from 10.4% compared to the previous year. The mindshare of Zoho Analytics is 2.6%, up from 2.2% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Embedded BI Market Share Distribution
Product	Market Share (%)
Zoho Analytics	2.6%
Looker	8.0%
Other	89.4%

Embedded BI

Featured Reviews

Kishore Jhunjhunwala

Sr Analytics Consultant at a outsourcing company with 1,001-5,000 employees

A cloud solution for operational reporting but is expensive

Some basic feature that is available in other reporting tools is missing. Looker has the ability to show more than 5,000 rows for operational reporting. Some reporting tools allow users to scroll down to see more than 5,000 rows, but in Looker, you have to download the entire dataset. Looker should consider adding a scroll-down option to allow users to view large datasets on screen without downloading them. Looker has some options for granting users access as viewers. However, viewers cannot download the entire dataset. Only superusers can download the whole dataset on the Explore screen. This is a big limitation, as you cannot give any user viewer access. You can give access to superuser access, which is a cost to the company.

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Nadeem Asghar

Senior Zoho Developer at a cloud solution provider with self employed

Experience with advanced analytics and visualization features boosts decision making

I think the team would know how to predict what needs to be improved. Every business has its own predictions, so providing specific fields based on which to calculate predictions would be helpful. The analytics plans are very complex because they depend on the users, while other Zoho plans operate on a per-user basis. The analytics plan has different features for one user, 10 users, and 25 users. Having to pay for 25 users when only 11 are needed creates an issue with the pricing structure.

Read full review

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"I would rate the stability a ten out of ten. I didn't face any issues with stability."

"It's quite effortless to navigate through various applications and review their updated data in real-time."

"With Looker, I have experienced benefits in terms of usability and shareability."

"From a developer's perspective, the way the functionality's being handled is great."

"Looker allows you to generate the most optimal SQL queries in a DC through UI actions. We had signed a contract with Google Cloud to use BigQuery. That was the primary reason we adopted Looker. It works better with BigQuery than any other BI platform. We also like how this tool was developed. It was designed with an eye toward microservices architecture."

"It is a pretty stable solution because it is a cloud-based product."

"The product is easy to use."

"We can centralize all our data models."

More Looker pros

"Scheduling of reports and dashboards is the most valuable feature of Zoho Analytics."

"The AI called Zia in Zoho Analytics is extremely useful—whenever I build a chart or dashboard, I can generate a summary of insights using this AI tool, which is very convenient for both leadership and manager level teams to understand the data concepts."

"We track the sales funnel and set up graph charts and bar charts to analyze the number of leads received in the previous month compared to current leads, helping us figure out and analyze which campaigns are performing well."

"The data visualization features of Zoho Analytics have helped me improve decision making for my customers, and I could assess the impact of Zoho Analytics' AI-driven insights on the strategic initiatives of my customers."

"What I appreciate most about Zoho Analytics is the pivot table functionality, as in the pivot table and scheduler table, if we want data in one report, we can use an SQL query and get data from different modules."

"The integration interface is very easy to use and allows you to directly connect to a variety of APIs."

"The tool's most valuable feature is its dashboard."

"Zoho Analytics's most valuable feature is the ability to provide excellent analytics through a single platform."

More Zoho Analytics pros

Cons

"Integrations with other BI tools could be better."

"The main area of concern in Looker is probably related to blending the data from the different sources, including the data present internally in the company and on the cloud."

"It needs to be more user-friendly."

"The integration with different databases must be improved."

"Stability needs improvement."

"Looker doesn't connect to Excel, which is a huge disappointment because a lot of data is presented in Excel. Also, it can't consume data directly from REST APIs, which is necessary. Looker needs to expand its horizons when it comes to data sources. The inability to connect to different data sources is hampering our use cases. Currently, it only has an ODBC connection that connects to a database. It needs to connect to other data sources, such as Excel, APIs, and different platforms."

"The product does not have documented material."

"The visualization capability of the product is limited."

"The tool needs to improve analysis and add more features."

"Regarding stability and reliability, Zoho Analytics has multiple bugs. One significant issue is that you cannot create multiple charts with the same name."

"There is a limitation that we cannot create more than 300 columns in a worksheet on Zoho Analytics."

"The data visualization features of Zoho Analytics can be improved in terms of decision-making processes. There are many shortcomings in the query language, as it is outdated, and many keywords cannot be used."

"The hourly pricing needs improvement."

"The support team doesn't have full awareness of the system capabilities."

"In terms of improvement, they have a limited number of graphs available in their store. They should come up with more graph style forms. They should have more charts and at the same time, you can't create panels like with Microsoft BA."

"The support team doesn't have full awareness of the system capabilities."

More Zoho Analytics cons

Pricing and Cost Advice

"It's not cheap, but it's not expensive for big companies."

"Looker is expensive and could be made better by reducing it."

"I do not have to make any payments to use the solution."

"It is cheap."

"The price of Looker usually depends on the solution's provider, but it is usually cheaper than the other products in the market. Looker is offered at different prices for different companies."

"An exact ROI is hard to calculate. However, we have definitely made sales that would have been much harder, or unlikely, as a result of the speed with which we were able to prepare comprehensive analysis."

"I don't feel that price is an issue for this product."

"The pricing is okay. It is fair compared to the market."

"The product is expensive."

"Zoho Analytics costs $ 4,200 per month, billed yearly."

"I would recommend looking at your usage and whether the Zoho One license model would work for your organisation. It is very cost effective if you use other Zoho tools."

"It is very reasonable, and it gives me a good return on investment. Compared to other tools, it is the best choice in terms of pricing."

"The price is high. The solution advertises that it provides products for 55 AED per user, but these products contain only the basic features. Most of the features are locked. The version of the product that includes Zoho Analytics costs around 199 AED per user per month."

More Zoho Analytics pricing and cost advice

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Top Industries

By visitors reading reviews

Financial Services Firm

13%

Computer Software Company

12%

Retailer

Media Company

Computer Software Company

13%

Comms Service Provider

Insurance Company

Non Profit

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

By reviewers
Company Size	Count
Small Business	5
Midsize Enterprise	8
Large Enterprise	6

By reviewers
Company Size	Count
Small Business	29
Midsize Enterprise	4
Large Enterprise	4

Questions from the Community

What do you like most about Looker?

With Looker, I have experienced benefits in terms of usability and shareability.

See all answers

What is your experience regarding pricing and costs for Looker?

I do not have to make any payments to use the solution. In the beginning, Looker may work fine for its users. If advanced users who have experience with BI tools use Looker, then they may find it t...

See all answers

What needs improvement with Looker?

The visualization capability of the product is limited. From an improvement perspective, the product should have more visualization capability. I can't clean data in Looker, and if I try to do it, ...

See all answers

What do you like most about Zoho Analytics?

Zoho Analytics's most valuable feature is the ability to provide excellent analytics through a single platform.

See all answers

What is your experience regarding pricing and costs for Zoho Analytics?

Compared to other analytic tools, Zoho Analytics is cost-effective. The annual subscription cost of Zoho Analytics is equivalent to about half of the monthly cost of tools such as Tableau or Power ...

See all answers

What needs improvement with Zoho Analytics?

For our strategic initiatives, the AI functionality is not useful because it cannot provide requirement-specific insights. It only gives an overview of the report. One major issue I face in Zoho An...

See all answers

Comparisons

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Compared 14% of the time

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Compared 12% of the time

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Compared 9% of the time

MicroStrategy vs Looker

Compared 8% of the time

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Compared 21% of the time

Tableau Enterprise vs Zoho Analytics

Compared 16% of the time

Profitbase InFront vs Zoho Analytics

Compared 12% of the time

Apache Superset vs Zoho Analytics

Compared 12% of the time

SAP Analytics Cloud vs Zoho Analytics

Compared 10% of the time

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Product Reports

Buyer's Guide

Looker

October 2025

Download Looker product report

Buyer's Guide

Zoho Analytics

September 2025

Download Zoho Analytics product report

Also Known As

No data available

Zoho Reports

Overview

Looker is a powerful data analytics platform that empowers businesses to explore and analyze their data in real time.

With its intuitive interface and robust features, Looker enables users to easily create and share interactive dashboards, reports, and visualizations.

The product's advanced data modeling capabilities and seamless integration with popular data sources make it a top choice for organizations looking to gain valuable insights from their data.

Google

Zoho Reports is a powerful, easy-to-use and highly scalable cloud-based reporting and business intelligence platform for small to medium-sized businesses. Its flexible pay-as-you-go pricing model and scope for customization allow businesses to tailor it to their unique needs.

Zoho

Sample Customers

Yahoo!, Etsy, Kohler, Hipcamp, Hubspot, Kickstarter, Venmo, Dollar Shave Club, 600+ customer

Suzuki, American Pacific Mortgage, KPMG, Air Canada, University of Michigan, BricozOr, WorldWide Express, The University of Melbourne, Novartis, SAIC

Buyer's Guide

Looker vs. Zoho Analytics

September 2025

Free Report: Looker vs. Zoho Analytics

Find out what your peers are saying about Looker vs. Zoho Analytics and other solutions. Updated: September 2025.

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