Looker Studio vs Tableau comparison

Google and Salesforce are both solutions in the Reporting category. Google is ranked #12 with an average rating of 7.3, while Salesforce is ranked #2 with an average rating of 8.7. Google holds a 2.3% mindshare in RT, compared to Salesforce’s 23.7% mindshare. Additionally, 84% of Google users are willing to recommend the solution, compared to 89% of Salesforce users who would recommend it.

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Executive Summary

We performed a comparison between Looker Studio and Tableau based on real PeerSpot user reviews.

Find out in this report how the two Reporting solutions compare in terms of features, pricing, service and support, easy of deployment, and ROI.

To learn more, read our detailed Looker Studio vs. Tableau Report (Updated: December 2024).

Buyer's Guide

Looker Studio vs. Tableau

December 2024

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Categories and Ranking

IBM Cognos

Mindshare comparison

As of December 2024, in the Reporting category, the mindshare of IBM Cognos is 4.6%, down from 6.1% compared to the previous year. The mindshare of Looker Studio is 2.3%, down from 2.8% compared to the previous year. The mindshare of Tableau is 23.7%, up from 22.1% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Reporting

Featured Reviews

Carlos Larrad Salgado

Deputy Director Operations Management Control at Mapfre

Improved the quality of our KPIs, while reducing calls to the IT department

I don't like that when we use Colab packages, we get less functionality. For example, you can make groups of data with Excel or with the data sets from the packages, but when you use the Colab packages directly, you can only group the data when you analyze it with Analysis Studio. I think Cognos needs to improve more on this functionality. The user experience is also very important. Cognos is not very easy to understand sometimes, especially when they change the layout but keep the functionality the same. The help is not very graphic and they have no examples. Cognos has to make a big effort to help with understanding the functionality by improving the documentation. There is a lot of documentation, but the examples are hard to find and they should make their help section easier to understand for non-technical users.

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Srini-Dhanaraj

Founder & CEO at imfine.club

Available for free and can help businesses resolve their data migration problems

It is a stable solution. Stability-wise, I rate the solution a ten out of ten. Google Data Studio is a cloud-based tool. With cloud-based tools, there can be two challenges, the first one being associated with the bandwidth of your data strength. If I run a report from my home because of the wi-fi connection, it may give an excellent response. When I run the reports, Google Data Studio develops reports from my home, and because of wi-fi, it works in an excellent manner. When I am on the road or at the wheel, if I use the internet data from my mobile to browse my reports, the performance may not be good, and this issue is not because of the product but because of the bandwidth. The second issue arises when you connect Google Data Studio to a source system to extract the data to do the visualization. If the source system is not responding as quickly as expected, it could be the reason why the report may be printed slowly. Considering the aforementioned aspects, the problem may not be because of Google Data Studio but because of the source system.

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ROMIL SHAH

Deputy General Manger - Information Technology at Nayara Energy

Provides fast data access with in-memory extracts, makes it easy to create visualizations, and saves time

When it comes to visualizations, Tableau has a limitation as compared to Power BI. It has a limited set of visualizations. Power BI has the entire marketplace, so you can connect and import many visualizations and use them, whereas Tableau has only 10 or 15 visualizations. There should be more visualizations, and there should also be data integration with more cloud providers. Tableau has recently launched a paid version for the documentation. So, documentation has become a little bit challenging when it comes to Tableau development because we do not have any tool to export the data out of it. It is a license-based feature that you need to purchase to prepare documentation. So, on the documentation front, for preparing clear documentation for any dashboard, it would help if we get an embedded option, rather than buying a license for each user for the documentation. To document anything, if I have to connect to each workbook and see what has been written as a formula and then document in the Word document, it is pretty time-consuming. We have the Microsoft stack, and we are currently evaluating Power BI because Tableau has a limitation of 50 columns for a drill-down report. If we want more than 50 columns, we have found a hack, but there is no ready-made option for doing it. So, we have to use another tool in case we need a drilled report with more than 50 columns. There are many instances where users need 80 or 90 columns for their analysis, and switching between two technologies becomes a challenge. It is not a cost-effective approach for us. Their support should be improved. We are not happy with their support. Whenever we raised queries, we were pointed to a few blogs, and we didn't get a proper solution from them. Their licensing should also be improved. They want us to purchase a Tableau Creator license for business users, whereas Power BI Desktop is free for business users. They should come up with a basic license with one or two connectors that our business users can use for preparing their visualizations. Tableau also charges us per user for users who want the data only through email.

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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

"The solution's initial setup process is easy."

"A drag-and-drop interface for selecting creating ad hoc reports makes this product very easy to use."

"IBM Cognos offers tools so that you can design and develop your own test queries and reporting solutions."

"The main difference that I like about Cognos compared to other solutions is its data splitting functionality. We have all our company data inside the Cognos environment and so we prefer to split the information Cognos itself. It's more efficient this way."

"I have worked on the features like dashboards and stories, and I do like them a lot."

"IBM Cognos improves the effectiveness of the sales team."

"It is a stable product."

"If they want dashboarding, storytelling, and analyzing why KPIs are met or not, then Cognos is a better candidate than Qlik Sense."

More IBM Cognos pros

"I find it favorable regarding speed of development, ease of building, and flexibility."

"The ability to design complex data models and equations."

"The company dashboard is useful because we could share it via a link as a reminder for everyone to check it weekly. We observed the progress of our portfolio from last week to the current week, allowing us to compare revenues."

"Looker's ability to perform aggregation before visualization allows for effective data slicing and dicing."

"The solution is free so that is a good feature."

"I am impressed with the tool's scheduling mechanism, refresh mechanism, and different types of charts."

"The ability to integrate with a great variety of data sources."

"Data Studio integrates seamlessly with other Google products, and we can use it with other APIs if we like."

More Looker Studio pros

"The solution offers very good reporting."

"It is easy to use, and it can handle a large amount of data."

"The maps and colors and interface are all fantastic."

"I have found many of the self-service features valuable."

"It is definitely easy to use. It is intuitive, and more or less, everything can be done from the front end. As such, there is no concept of metadata. You can just take data from a database and start building your own stuff, such as OLAP data warehouse. You don't need extensive metadata modeling like Oracle BI."

"The Web Editing capabilities allow us to grant end users enough capabilities for them to do self-serve discovery without the added cost of needing to get everyone desktop licenses."

"It is very easy to implement and to use."

"Tableau's most valuable features are user-friendliness and have a connection between multiple source systems. You can publish a report by using Tableau Public and there you can make your data online, not only batches of data, you can use it as an online analytical tool."

More Tableau pros

Cons

"It is a costly product; it is comparatively expensive."

"I would like to see is more easy building, movement in the reports, and dashboard functionality within reporting. Overall more simple elements within reports. If the elements are simple then you don't have to render a full page, but you can move separate parts in the page."

"Extending dynamic cubes aggregate awareness with calculated measures."

"They should provide improved visual reporting."

"Cognos is quite slow - it's missing the performance of the PowerPlay cubes."

"There are some problems with how Cognos handles huge data sets and when connecting with multiple sources and searching the data."

"It would be nice to offer free online training on the tool for end-users."

"The tool needs to improve the connectivity since I see that, at times, there is a need to increase the memory in the database."

More IBM Cognos cons

"Panels are not as easy to use as other data extraction UIs."

"There is a significant degree of sophistication required to compete with Tableau or Cognos."

"There are issues with integration and I encountered limits and warnings, especially with my pivot table size."

"Stability and scalability an be improved for a full ten."

"Insisting on forums, blogs and community outreach in communications, and posting videos on an established calendar would be useful."

"The challenges with Google Data Studio are associated with the security part, making it an area where improvements are required."

"It's not yet a replacement for a complete BI tool."

"The tool has a lot of room for improvement. It's not very professional and allows for only simple tasks like indicating KPIs or quick calculations. It lacks a good calculation-based language like Power BI's DAX, making it less suitable for professional use. Additionally, the variety of visualization tools is limited, and customization options are restricted."

More Looker Studio cons

"Implementation requires a technical background."

"The price could be better."

"The pricing is a bit expensive."

"We need big servers to perform the operations that we are doing. They should probably relook at its architecture."

"The pricing is high. I'm using a student license, however, I know that even this license is very expensive. I've tried to have this product in our organization, however, it's quite expensive. We don't have the internal budget."

"The SQL programming functionality needs to be improved."

"I would like the solution to have certain features allowing the delivery of reports to the email."

"Its documentation can be improved so that a user can get a good hands-on experience. Tableau is well documented, and on their website, there are a lot of tutorials that are available for free. I started my learning process through those tutorials, but there are certain loopholes in those tutorials, which only got filled through a couple of good YouTube channels that talk about Tableau. YouTube helped me a lot. So, the documentation could be better, I understand that it is evolving day by day, and with more usage, there would be more such documentation."

More Tableau cons

Pricing and Cost Advice

"The licensing costs are a little bit higher for IBM Cognos. I don't think there is any additional cost apart from the licensing charges."

"It is quite pricy. I think Microsoft BI is cheaper. Tableau might also be cheaper, but it also depends on the usage. If you have very many users, Cognos can be a problem. It could be cheaper than Tableau but not for so many users. If you have a few thousand users, Tableau, which is generally quite expensive, can be cheaper than Cognos."

"It is pretty expensive."

"There is a standard license required to use this solution. There are some additional tools but I am not sure if they are an extra cost."

"IBM Cognos is priced reasonable. However, it is more expensive than Power BI and Tableau."

"It is averagely priced."

"My company uses IBM Cognos with another IBM product, so I think only one license is used."

"There is some additional licensing that we needed to purchase because we were touching data outside of our core data platform. The cost was approximately $25,000 for the additional licenses, which were approximate 45 licenses. For the application itself, updates, and the core platform it was approximately $50,000. Giving a total cost of $75,000 annually for our usage of IBM Cognos."

More IBM Cognos pricing and cost advice

"The tool is free."

"The product is available for free."

"The solution is free but the Google Looker is expensive."

"The cost is quite affordable based on feature analysis."

"I think the tool is cheap because you don't need to pay anything for using the tool. However, when connecting and analyzing other data sources, you should consider where to analyze this information because Google Data Studio doesn't handle much data well. You must also consider how you will connect this data to it. In this case, you might need to hire DevOps or a data team to help with these issues."

"For our organization, the cost hasn't been an issue."

"Its price is higher than Power BI and QlikView. Tableau costs around $70 per user per month, whereas Power BI is around $8 to $9. QlikView is around $30. Tableau has various prices for various models such as Creator, Designer."

"I downloaded the solution online for free."

"Tableau is a little cheaper as compared to Power BI and other technologies that we have used in the past. However, if the business users in our organization want to make presentations, Tableau has been asking us to purchase a Tableau Creator license, and $35 per month is expensive for business users. Power BI is giving a free desktop version for business users to connect to any data source and build their own dashboards. That's why we have proposed to use Power BI for most of the business users in our organization."

"This solution is a bit expensive. The pricing options have become more difficult over the years. I think they are bordering on pricing themselves out of the market. They need different pricing options for various-sized businesses. Where my organization is a large organization, we are happy to pay a higher price because we can leverage the products very extensively. For smaller enterprises, different pricing options would be good."

"The pricing is $70 per month. You have to pay about $800 or something in that ballpark annually for one license."

"Paying for users you never setup or buying expensive desktop licenses for users who can solve their users with web editing on the server are the two biggest expenses."

"The value for money is definitely there."

More Tableau pricing and cost advice

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Comparison Review

it_user6330

Product Manager at a retailer with 10,001+ employees

May 2, 2013

MicroStrategy vs. Tableau

After a recent presentation, several attendees asked me about the applications of Visual Insights and Tableau. Many companies are investing in both tools and are trying to figure out the right tool for specific applications Tableau has found its sweet-spot as an agile discovery tool that analysts…

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Top Industries

By visitors reading reviews

Educational Organization

55%

Financial Services Firm

Computer Software Company

Government

Computer Software Company

14%

Financial Services Firm

12%

Manufacturing Company

11%

Retailer

Educational Organization

41%

Financial Services Firm

11%

Computer Software Company

Manufacturing Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

Seeking lightweight open source BI software

It depends on the Data architecture and the complexity of your requirement. Some great tools in the market are Qlik ...

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What do you like most about IBM Cognos?

The solution's most valuable feature is its ease of use, which makes it easily compatible with other tools.

See all answers

What needs improvement with IBM Cognos?

I need improvements, particularly with the Framework Manager, which has an outdated user interface from older version...

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What do you like most about Google Data Studio?

The company dashboard is useful because we could share it via a link as a reminder for everyone to check it weekly. W...

See all answers

What needs improvement with Google Data Studio?

The performance of Looker needs improvement, particularly the report loading time, which is critical for business use...

See all answers

What is your primary use case for Google Data Studio?

We are using Looker primarily for visualization to analyze e-commerce industry's analytic reports. We use it to track...

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Tableau vs. Business Objects - Which is a better solution for visualization and analysis?

Both tools have their positives and negatives. First, I should mention that I am relatively new to Tableau. I have be...

See all answers

Which would you choose - Tableau or SAP Analytics Cloud?

Tableau is easy to set up and maintain. In about a day it is possible for the entire platform to be deployed for use....

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What do you like most about Tableau?

Tableau is a fantastic tool that provides impressive dashboards and customized reports.

See all answers

Comparisons

Microsoft Power BI vs IBM Cognos

Compared 13% of the time

Oracle Hyperion vs IBM Cognos

Compared 10% of the time

Amazon QuickSight vs IBM Cognos

Compared 8% of the time

SAP BusinessObjects Business Intelligence Platform vs IBM Cognos

Compared 7% of the time

SAP Analytics Cloud vs IBM Cognos

Compared 5% of the time

More IBM Cognos Competitors

Amazon QuickSight vs Looker Studio

Compared 45% of the time

Microsoft Power BI vs Looker Studio

Compared 23% of the time

Databricks vs Looker Studio

Compared 4% of the time

Looker vs Looker Studio

Compared 3% of the time

RStudio Connect vs Looker Studio

Compared 3% of the time

More Looker Studio Competitors

Microsoft Power BI vs Tableau

Compared 19% of the time

Domo vs Tableau

Compared 12% of the time

Amazon QuickSight vs Tableau

Compared 8% of the time

Databricks vs Tableau

Compared 5% of the time

Oracle Hyperion vs Tableau

Compared 2% of the time

More Tableau Competitors

Product Reports

Buyer's Guide

IBM Cognos

December 2024

Download IBM Cognos product report

Buyer's Guide

Looker Studio

December 2024

Download Looker Studio product report

Buyer's Guide

Tableau

November 2024

Download Tableau product report

Also Known As

Cognos, Cognos Analytics, IBM Cognos Analytics

Data Studio

Tableau Desktop, Tableau Server, Tableau Online

Learn More

IBM

Google

Salesforce

Overview

IBM Cognos Business Intelligence provides a wide range of tools to help you analyze your organization's data. IBM Cognos BI allows businesses to monitor events and metrics, create and view business reports, and analyze data to help them make effective business decisions.

IBM Cognos applies techniques to describe, summarize, and compare data, and draw conclusions. This allows users to see trends and discover anomalies or variances that may not be evident by simply reading data. Data sources that contain information from different areas of a business can be stored in separate packages. Users can see only information that they have been granted access to, based on their group or role.

IBM Cognos BI consolidates the following business intelligence functions into a single web-based solution:

IBM Cognos Insight: Create personal and managed workspaces for data analysis. Using these interactive workspaces, you can share insight results with managers. Cognos Insight supports write-back, and you can also use these workspaces to capture and integrate management goals, commitments, and forecasts.
IBM Cognos Workspace: With IBM Cognos Workspace, you can create rich, interactive workspaces using IBM Cognos content as well as data from external sources. You can view and open your favorite workspaces and reports, edit content in your workspaces, and share your workspaces via email.
IBM Cognos Analytics: IBM Cognos Analytics utilizes built-in AI and intuitive searches which helps users to quickly create the visualizations and a wide range of reports. Cognos Analytics provides cognitive and managed self-service, enabling you to gain insights from controlled and trusted data.
IBM Cognos Report Studio and IBM Cognos Query Studio: Easily create structured and query reports. IBM Cognos allows users to create application and report templates. In addition, report authors can reuse report objects to apply filters, fields, and styles to reports. Users can set the language of the user interface and report content according to the user's native language.
IBM Cognos Event Studio: Receive notifications of events that occur within your organization in real time. Event Studio enables the creation of agents that detect the occurrence of business events, failures, or anomalies, based on the change of specific events or data conditions. Notification can be sent via email, publication in the portal, or by triggering reports.
IBM Cognos Connection: This is the Web portal for IBM Cognos BI and is the central area for accessing all the IBM Cognos functions. In the web portal, users can schedule and distribute reports, create tasks, administer the server and the access permissions, and more.

Reviews from Real Users

IBM Cognos stands out among its competitors for a number of reasons. Two major ones are its powerful analysis tool and its reporting capabilities.

Prasad B., a senior software engineer at a financial services firm, notes, “The product is a very good reporting tool and is very flexible. It allows for the users to get a scheduled report. We can receive automated reports as well. They are easy to schedule on a weekly or monthly basis. It is very fast. I mean in means of report output, it's very fast compared to the actual clients involved.”

Google Looker Studio is a free tool designed to help users create visually appealing reports and dashboards, making data easier to understand. It allows you to connect to various data sources such as Google Analytics, Facebook Ads, and spreadsheets. With Looker Studio, you can create charts and graphs to showcase trends and comparisons, build comprehensive dashboards that provide an overview of your data, and customize reports to match your brand or preferences. Additionally, you can share your reports online or export them as PDFs for wider distribution.

Tableau is a tool for data visualization and business intelligence that allows businesses to report insights through easy-to-use, customizable visualizations and dashboards. Tableau makes it exceedingly simple for its customers to organize, manage, visualize, and comprehend data. It enables users to dig deep into the data so that they can see patterns and gain meaningful insights.

Make data-driven decisions with confidence thanks to Tableau’s assistance in providing faster answers to queries, solving harder problems more easily, and offering new insights more frequently. Tableau integrates directly to hundreds of data sources, both in the cloud and on premises, making it simpler to begin research. People of various skill levels can quickly find actionable information using Tableau’s natural language queries, interactive dashboards, and drag-and-drop capabilities. By quickly creating strong calculations, adding trend lines to examine statistical summaries, or clustering data to identify relationships, users can ask more in-depth inquiries.

Tableau has many valuable key features:

Tableau dashboards provide a complete view of your data through visualizations, visual objects, text, and more.
Tableau provides convenient, real-time options to collaborate with other users and instantly share data in the form of visualizations, sheets, and dashboards.
Tableau ensures connectivity to both live data sources and data extraction from external data sources as in-memory data. This gives users the flexibility to use data from more than one source without any restrictions.
Tableau gives many data source option, ranging from spreadsheets, big data, on-premise files, relational databases, non-relational databases, data warehouses, and big data, to on-cloud data.
Tableau has a lot of pre-installed information on maps, such as cities, postal codes, and administrative boundaries.
Tableau has a foolproof security system based on authentication and permission systems for data connections and user access. Tableau also gives you the freedom to integrate with other security protocols.

Tableau stands out among its competitors for a number of reasons. Some of these include its fast data access, easy creation of visualizations, and its stability. PeerSpot users take note of the advantages of these features in their reviews:

Romil S., Deputy General Manager of IT at Nayara Energy, notes, "Its visualizations are good, and its features make the development process a little less time-consuming. It has an in-memory extract feature that allows us to extract data and keep it on the server, and then our users can use it quickly.

Ariful M., Consulting Practice Partner of Data, Analytics & AI at FH, writes, “Tableau is very flexible and easy to learn. It has drag-and-drop function analytics, and its design is very good.”

Sample Customers

More than 23,000 leading organizations across multiple industries use Cognos. Some examples of Cognos customers include BMW Financial Services, Quinte Health Care, Troy Corporation, Michigan State University, and GKN Land System.

Genesys, Shueisha

Accenture, Adobe, Amazon.com, Bank of America, Charles Schwab Corp, Citigroup, Coca-Cola Company, Cornell University, Dell, Deloitte, Duke University, eBay, Exxon Mobil, Fannie Mae, Ferrari, French Red Cross, Goldman Sachs, Google, Government of Canada, HP, Intel, Johns Hopkins Hospital, Macy's, Merck, The New York Times, PayPal, Pfizer, US Army, US Air Force, Skype, and Walmart.

Buyer's Guide

Looker Studio vs. Tableau

December 2024

Free Report: Looker Studio vs. Tableau

Find out what your peers are saying about Looker Studio vs. Tableau and other solutions. Updated: December 2024.

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