Looker vs Tableau: Which is Better for SaaS?

At first glance, building a SaaS app seems straightforward: develop a tool, market it, and scale. 

But behind every great SaaS product lies a key component – business intelligence (BI). BI platforms empower SaaS companies to provide customers with critical insights and transform data into actionable intelligence.

In this guide, we compare Looker and Tableau, two BI tools used to create powerful analytics dashboards. We explore their functionality, pricing, and use cases, particularly for embedded analytics in SaaS. 

While embedded dashboards are a common use case, the broader appeal of both tools as solid business intelligence tools is what we’ll focus on.

Why business intelligence matters for SaaS

Business intelligence tools help SaaS companies unlock valuable insights for their customers. These tools allow users to explore datasets, identify trends, and make data-driven decisions without technical expertise. Whether it’s showing user engagement, performance metrics, or financial data, BI platforms provide the foundation for a data analytics-driven user experience.

Embedded analytics tools integrate dashboards directly into your SaaS product – and that’s one common use case for BI platforms like Looker and Tableau. However, the broader BI functionalities, such as data integration, data modeling, and real-time insights, offer even more value.

Let’s dive into what makes Looker vs Tableau popular choices, both as BI solutions and for embedded analytics.

Looker vs Tableau: Key features

Looker and Tableau have impressive feature sets, but they excel in different areas depending on your business needs. Here’s how their key features compare:

Looker:

• LookML: Looker’s proprietary modeling language allows teams to create reusable data models, ensuring consistency across reports and dashboards, e.g. marketing reporting templates.
• Embedded analytics: Seamless integration with apps via Looker’s robust APIs, enabling a high degree of customization.
• Custom visualizations: While Looker doesn’t focus on pre-built data visualization tools, it supports custom visualizations with libraries like D3.js.
• Data governance: Strong data governance features ensure consistent metrics, making it ideal for large organizations needing high data accuracy.

Tableau:

• Visualization capabilities: Tableau shines in its ability to create visually rich, interactive dashboards through an intuitive drag-and-drop interface.
• Pre-built templates: Ideal for users who want to create interactive dashboards quickly without coding.
• Mapping and geospatial visualizations: Tableau includes advanced data visualization capabilities, which are especially useful for organizations dealing with geographical data analysis.
• AI-powered insights: Tableau’s “Ask Data” feature allows users to ask questions in natural language and receive insights instantly.

Looker vs Tableau: Ease of use

Choosing a BI tool often comes down to ease of use. Here's a breakdown of the user experience for both platforms:

Looker:

• Technical users: Looker is designed for data analysts and teams that are comfortable working with SQL and code-based data models. LookML requires a learning curve but offers deeper customization for those familiar with it.
• Self-service analytics: Once the data models are built, non-technical users can explore and analyze data through interactive dashboards without needing to write SQL queries.
• Collaboration features: Looker excels in collaboration, allowing business users to share insights across the organization with version control and integration with Google Cloud tools like BigQuery.

Tableau:

• User-friendly interface: Tableau’s drag-and-drop workflows make it incredibly easy to use for business users. It’s the go-to platform for non-technical teams.
• Fast learning curve: With pre-built templates and ad-hoc analysis options, even those without technical expertise can start building data visualization and dashboards quickly.
• Advanced features for power users: While simple to use, Tableau Tableau embedded analytics offers depth for advanced users, including predictive analytics and integrations with Microsoft tools like Power BI for data science workflows.

Looker vs Tableau: Price

Looker pricing starts at about $5,000 per month for the Standard tier. User licensing adds extra costs, with developers priced at $125 per month and viewers at $30 per user per month. Pricing for embedded analytics in Looker is bundled into the overall analytics platform fee.

Tableau pricing is more transparent, starting at $70 per month for a Creator license (cloud) or $35 per month for on-premise use. The Viewer license is $15 per month, and additional costs for data extraction or advanced tools can add up quickly. You can find many Tableau alternatives for a lower price and better quality - and we'll show you one below.

An alternative to Looker and Tableau for embedded analytics

If Looker and Tableau seem too complex or expensive for your needs, you may want to consider Luzmo as a viable alternative for embedded analytics. Luzmo is designed specifically for SaaS companies that need an easy-to-implement solution for embedding dashboards into their products without the steep learning curve or high costs associated with Looker and Tableau.

Luzmo offers:

• Ease of use: Luzmo’s platform is designed with simplicity in mind, allowing even junior developers to set up dashboards within hours.
• White-labeling: With customizable interactive dashboards, Luzmo enables you to create a seamless look and feel within your SaaS app.
• Cost-effective: Unlike Looker or Tableau, Luzmo is more affordable, making it accessible to smaller SaaS companies looking to scale their business intelligence capabilities.
• Security & flexibility: Luzmo supports advanced user roles and data management settings, ensuring that your data remains secure.

If you’re looking for a fast, flexible, and cost-effective BI platform for embedded analytics, Luzmo could be the perfect fit.

Leveraging Looker and Tableau for complex data needs

When dealing with complex data in today's big data environment, businesses often need tools that can handle a variety of data sources efficiently. Both Looker and Tableau provide advanced analytics capabilities that cater to organizations managing diverse datasets from various platforms like Salesforce, Snowflake, and others.

Looker Studio allows for seamless integration with various data sources through its extensive network of connectors, including data warehouses like BigQuery. 

Additionally, Looker Studio’s Looker Blocks simplify complex queries, enabling businesses to run comprehensive machine learning models and create detailed graphs with ease.

Tableau, on the other hand, is renowned for its Tableau Dashboards which provide powerful visualization tools. These dashboards allow users to drill down into granular insights, making it easier to analyze robust data across departments. 

Tableau’s support for ETL processes ensures that data is clean and ready for analysis, enabling a smoother flow within a company’s ecosystem.

For organizations handling vast amounts of data, both platforms offer solutions that ensure scalability. Tableau’s workspace design and Looker’s ability to manage data at scale make them ideal for teams of data scientists working with intricate datasets and data warehouses.

By choosing either platform, businesses can ensure they have the tools to manage, analyze, and visualize complex data, whether through Looker Blocks or Tableau Dashboards, offering flexibility and power within their existing ecosystem. 

It is, however, Luzmo that takes the cake in many cases.

Compare even further: Explore other BI tool comparisons

If you want to learn more how different business intelligence tools stack up against each other, we’ve got you covered. Beyond just Looker and Tableau, many other BI platforms offer unique features and capabilities that could suit your specific business needs. 

To make a more informed decision, check out the following comparisons:

• QuickSight vs Tableau – Discover how Amazon’s QuickSight compares to Tableau in terms of scalability, data visualization, and ease of use.
• Looker vs Domo – See how Looker stands up to Domo, focusing on data analysis, customization, and real-time reporting.
• ThoughtSpot vs Looker – Compare ThoughtSpot’s AI-driven search capabilities with Looker’s LookML and data modeling strengths.
• Domo vs Tableau – Dive into a side-by-side review of Domo and Tableau’s dashboard functionality and how they handle large datasets.
• Power BI vs Tableau – Examine how Microsoft’s Power BI competes with Tableau in terms of connectors, pricing, and interactive dashboards.
• ThoughtSpot vs Tableau – Learn how ThoughtSpot’s machine learning insights differ from Tableau’s drag-and-drop interface.
• Looker vs Sisense – Discover how Looker and Sisense compare in handling complex data through robust ETL processes and advanced data exploration.

These comparisons will give you deeper insights into which platform can help you make data-driven decisions.

Conclusion: Looker or Tableau for your SaaS?

Choosing between Looker and Tableau comes down to your business logic and priorities. If your team values in-depth data exploration, governance, and integration with Google Cloud, Looker may be the best choice. On the other hand, if your focus is on data visualization and user-friendly workflows, Tableau offers more flexibility.

For SaaS companies focused on embedding analytics tools into their products, both platforms provide robust solutions. Looker’s RestFUL API and integration with Google Cloud make it ideal for more technical applications, while Tableau’s intuitive visualizations are perfect for teams that prioritize design and ease of use.

And if neither Looker nor Tableau fits your needs, Luzmo provides a simpler, more affordable alternative for large datasets and fast data-driven decision-making.

Get a free demo with our team to see how we can replace your current BI tool.

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