Looker vs Zoho Analytics comparison

Google and Zoho are both solutions in the Embedded BI category. Google is ranked #10, while Zoho is ranked #5 with an average rating of 8.0. Google holds a 6.4% mindshare in EBT, compared to Zoho’s 3.6% 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

2,532 Views
1,013 Comparison Views

80% willing to recommend

Zoho Analytics

Read 35 Zoho Analytics reviews

2,404 Views
481 Comparison Views

97% willing to recommend

Looker

Zoho Analytics

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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: March 2026).

Buyer's Guide

Looker vs. Zoho Analytics

March 2026

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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

10th

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

5th

Average Rating

8.2

Reviews Sentiment

6.1

Number of Reviews

Ranking in other categories

BI (Business Intelligence) Tools (8th), Reporting (6th), Data Visualization (7th)

Mindshare comparison

As of March 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 3.6%, up from 1.5% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Embedded BI Mindshare Distribution
Product	Mindshare (%)
Zoho Analytics	3.6%
Looker	6.4%
Other	90.0%

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.

Read full review

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.

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Quotes from Members

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

Pros

"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."

"Looker offers incredible business visualization and analytical tools: graphs, charts, tables, and single numbers."

"We can centralize all our data models."

"We LOVE Looker here at Snagajob."

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

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

"It is easier and quicker to find things in the database."

"Empowering every employee to make smarter decisions in less time easily pushes us into the black on ROI."

More Looker pros

"The front end of this solution including the graph generation using SQL has been most useful."

"Customer Service: Excellent. the support team have been very helpful, on one occasion even writing a particularly complex query for me, Technical Support: Excellent"

"We use the solution for financial and sales analytics. It brings data from our IT incident management tool. Hence, we have three business use cases for IT support, sales and financials."

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

"The major benefit of using Zoho Analytics in our organization is that before implementation, we didn't have any insights or data security and integration capabilities."

"It provides insights into leads, information about the team and about various sales activities. The graphical representations in the form of charts is excellent."

"The data source is the most valuable feature as it can perform any function."

"I like the way I can share dashboards and embed dashboards. I normally use embedding. So, I create a dashboard, and I embed it into specific websites. Sharing of the dashboard is seamless, and it is easier than any other visualization platform, even Tableau."

More Zoho Analytics pros

Cons

"It needs to be more user-friendly."

"There is a lot of customization that we needed/need to build ourselves. Other BI tools have more out of the box."

"They need to work more on interactivity in order to help users interact with the tool itself, and it needs to be more user-friendly."

"Stability needs improvement."

"Their needs to be much more control of visualizations to become more on par with Tableau."

"Integrations with other BI tools could be better."

"The visualization capability of the product is limited."

"Looker depends on the database components. For example, if you have a underperforming database, then you likely will have a poor performance experience."

More Looker cons

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

"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."

"It should have more options for graphics, if it stayed with the quality of graphs of excel, would be great."

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

"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 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 solution does not provide call center facilities for customer support."

"They should provide white labeling with a cheaper option."

More Zoho Analytics cons

Pricing and Cost Advice

"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."

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

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

"It is cheap."

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

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

"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."

"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."

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

"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."

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

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

More Zoho Analytics pricing and cost advice

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Top Industries

By visitors reading reviews

Financial Services Firm

13%

Retailer

Computer Software Company

Media Company

Marketing Services Firm

10%

Computer Software Company

10%

Comms Service Provider

Manufacturing 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

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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 ...

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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...

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What is your primary use case for Zoho Analytics?

We are using an HRMS tool, Zoho People. We use automations for our people's convenience. We use automations in Zoho People. For insights regarding Zoho People data, we use Zoho Analytics. In the HR...

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Product Reports

Buyer's Guide

Looker

March 2026

Download Looker product report

Buyer's Guide

Zoho Analytics

March 2026

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

March 2026

Free Report: Looker vs. Zoho Analytics

Find out what your peers are saying about Looker vs. Zoho Analytics and other solutions. Updated: March 2026.

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