Looker vs Zoho Analytics comparison

Google and Zoho are both solutions in the Embedded BI category. Google is ranked #9 with an average rating of 6.0, while Zoho is ranked #6 with an average rating of 8.0. Google holds a 6.4% mindshare in EBT, compared to Zoho’s 3.3% 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

2,307 Views
807 Comparison Views

80% willing to recommend

Zoho Analytics

Read 35 Zoho Analytics reviews

1,830 Views
348 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: December 2025).

Buyer's Guide

Looker vs. Zoho Analytics

December 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

9th

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 (6th), Data Visualization (7th)

Mindshare comparison

As of January 2026, in the Embedded BI category, the mindshare of Looker is 6.4%, down from 9.0% compared to the previous year. The mindshare of Zoho Analytics is 3.3%, up from 1.6% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Embedded BI Market Share Distribution
Product	Market Share (%)
Zoho Analytics	3.3%
Looker	6.4%
Other	90.3%

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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Vedhanayagam R

Data Analyst at Mobolution

Has supported trend analysis and forecasting but needs major fixes in customization and reliability

There are some areas where Zoho Analytics needs improvement compared to Power BI. Uploading and interpreting data inside the interface needs enhancement. While Power BI uses Power Query, an intuitive and powerful tool that allows data manipulation in any way, Zoho Analytics has limitations. I usually prepare data in Excel before uploading it to Zoho Analytics. The charts in Zoho Analytics are not as customizable as in Power BI. While all chart types are available, they can only be modified at a basic level, not an advanced level. Though trend analysis features are provided, creating anything out of the box is challenging.

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

"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."

"We can centralize all our data models."

"The stability of Looker has been good since I have been using it. However, it depends on what components are being used."

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

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

"The product is easy to use."

More Looker pros

"We really like that it's user friendly and has a lot of combinations and charts. They're good compared to other tools. We used a free Elastic product, comparatively, this solution is good because of their support, UI, and connecting to databases is very easy."

"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."

"As a product analyst, one of the best features in Zoho Analytics is its ability to allow stakeholders to access raw data for any kind of metric I've created, significantly reducing my dependency to share data sets repeatedly, saving a lot of time."

"It's a very strong analytics tool."

"Zoho Analytics is the best software for giving reports to customers and we can create any report that is required."

"The best feature is that in the same tool, we can use SQL and business intelligence capabilities."

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

"The initial setup is straightforward."

More Zoho Analytics pros

Cons

"The product does not have documented material."

"Stability needs improvement."

"The visualization capability of the product is limited."

"It needs to be more user-friendly."

"Integrations with other BI tools could be better."

"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 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."

"The integration with different databases must be improved."

"A higher degree of artificial intelligence could be included in this solution. The data and overall insights could be improved."

"This solution does not support manufacturing facilities."

"I like the solution's Query Table feature which helps me write SQL queries. We can get data from different tables and then use it to create reports."

"The navigation on the interface is not intuitive."

"One major issue I face in Zoho Analytics is related to pivot tables. When using two text fields, such as client and project, with numerical data, sorting becomes impossible."

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

"They should provide white labeling with a cheaper option. I know they have a white labeling feature in which I can white label Zoho Analytics with my company theme, logo, and URL, but it seems a little expensive. If they can make it cheaper, it would be great. The same is applicable to Tableau."

"I have a lower rating when it comes to Zoho Analytics. The tool has poor performance. It needs to improve the dimensions and measures."

More Zoho Analytics cons

Pricing and Cost Advice

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

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

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

"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."

"It is cheap."

"The product's licensing is reasonable."

"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 tool's pricing is similar to other Zoho applications and is affordable."

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

"I rate the tool's pricing seven out of ten. The licensing costs are 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."

"For one license the pricing is about $35 a user."

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

More Zoho Analytics pricing and cost advice

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Top Industries

By visitors reading reviews

Financial Services Firm

14%

Computer Software Company

Retailer

Media Company

Computer Software Company

12%

Manufacturing Company

Comms Service Provider

Healthcare Company

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

Microsoft Power BI vs Looker

Compared 14% of the time

Tableau Enterprise vs Looker

Compared 12% of the time

Databricks vs Looker

Compared 12% of the time

MicroStrategy vs Looker

Compared 9% of the time

Qlik Sense vs Looker

Compared 7% of the time

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Microsoft Power BI vs Zoho Analytics

Compared 10% of the time

Tableau Enterprise vs Zoho Analytics

Compared 8% of the time

Profitbase InFront vs Zoho Analytics

Compared 7% of the time

Apache Superset vs Zoho Analytics

Compared 7% of the time

Qlik Sense vs Zoho Analytics

Compared 6% of the time

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Product Reports

Buyer's Guide

Looker

January 2026

Download Looker product report

Buyer's Guide

Zoho Analytics

December 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

December 2025

Free Report: Looker vs. Zoho Analytics

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

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