HubSpot Marketing Analytics vs Looker: The Best Marketing Analytics Tool for You

Choosing the right marketing analytics tool? Our comparison of HubSpot Marketing Analytics and Looker helps you make an informed decision.

In the bustling digital marketplace, the right marketing analytics tool is your compass, guiding you through the noise to reach your audience effectively. It’s the difference between guessing and knowing, between hoping and achieving. Two giants in this realm are HubSpot Marketing Analytics and Looker. Each offers unique strengths, but which one is the beacon for your business’s journey? Let’s embark on this exploration, starting with a crucial aspect of any analytics tool: User Interface and Ease of Use.

HubSpot Marketing AnalyticsLooker
HubSpot Marketing AnalyticsLooker
G2 Score – 4.4 out of 5 starsG2 Score – 4.4 out of 5 stars
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User Interface and Ease of Use

The face of any software is its user interface (UI), the bridge between your marketing team’s goals and the data-driven insights that propel them forward. A tool’s ease of use not only affects adoption rates across your organization but also the speed and efficiency with which you can make data-backed decisions.

HubSpot Marketing Analytics: A Friendly Guide

HubSpot is like the friend who takes complex topics and explains them with simple analogies. Its UI is designed with non-technical users in mind, making it accessible for marketers of all skill levels. Upon entering HubSpot, you’re greeted with a dashboard that’s both informative and intuitive. Navigation is straightforward, with clearly labeled sections for different analytics features, from website traffic to email campaign performance.

Customization is a breeze in HubSpot. You can easily tailor dashboards to show the metrics that matter most to you, ensuring that key insights are always at the forefront. This level of accessibility makes HubSpot an appealing choice for teams seeking a tool that combines depth of functionality with simplicity of use.

Looker: The Data-Driven Navigator

Looker, on the other hand, is like the seasoned captain of a ship, navigating the vast seas of data with precision and depth. Its interface is clean and modern, but with a focus that leans more towards users with a solid grounding in data analysis. Looker offers powerful data exploration capabilities, allowing users to dive deep into the numbers, create complex queries, and build detailed reports from scratch.

While Looker provides extensive customization options and the ability to create highly detailed visualizations, the learning curve can be steeper compared to HubSpot. However, for businesses that have data analysts on board or marketing teams with a strong analytical background, Looker opens up a world of insights that can be tailored to the very specific needs of the organization.

The Decision: User Interface and Ease of Use

Choosing between HubSpot and Looker in terms of UI and ease of use comes down to your team’s makeup and data proficiency. If your marketing team includes members with varying levels of technical expertise, or if you prioritize a tool that can be quickly adopted and used effectively by everyone, HubSpot offers the friendly guidance needed to navigate the data landscape with ease.

Conversely, if your team is comfortable with data, eager to explore complex analyses, and looks to customize every aspect of their reporting, Looker provides the detailed navigational tools required to chart a precise course through your marketing data.

In the journey to find the best marketing analytics tool, recognizing your team’s capabilities and needs is the first step towards making an informed decision that aligns with your strategic goals.

Integration Capabilities

In the quest for a seamless flow of data across tools and platforms, integration capabilities stand as a beacon for efficiency and insight. Let’s see how HubSpot Marketing Analytics and Looker fare in this pivotal area.

HubSpot Marketing Analytics: The Connector

HubSpot serves as a central hub, designed to effortlessly connect with a myriad of platforms, including CRMs, social media, email marketing services, and more. Its strength lies in the HubSpot ecosystem, which is inherently designed to work seamlessly with its own suite of tools covering sales, customer service, and content management, among others.

Beyond its native ecosystem, HubSpot offers a wide range of integrations with third-party tools, facilitated through its App Marketplace. This extensive library of integrations is continuously growing, ensuring that HubSpot remains adaptable to the evolving landscape of digital marketing tools. The ease with which HubSpot allows you to connect and synchronize data across platforms makes it a compelling choice for businesses looking for an all-in-one solution that can centralize their marketing efforts.

Looker: The Deep Diver

Looker, with its data-centric approach, excels in integrating with databases and cloud data warehouses like Google BigQuery, Amazon Redshift, and Snowflake. This focus on deep data integration enables businesses to pull in vast amounts of raw data from various sources, transforming it into actionable insights. Looker’s strength is its ability to offer sophisticated data modeling capabilities, allowing users to define how data from different sources should be related and analyzed together.

While Looker may not offer the same breadth of marketing-specific integrations as HubSpot, its power lies in its flexibility and the depth of analysis it enables. For businesses with a strong data infrastructure and the need to perform complex analyses across disparate data sources, Looker provides the tools to unlock deep insights that can drive strategic decision-making.

Integrating Your Way to Insights

The comparison between HubSpot and Looker in terms of integration capabilities highlights two different approaches to how marketing analytics tools can serve businesses. HubSpot is the go-to for companies looking for a wide range of direct integrations with other marketing tools, offering a user-friendly way to bring together data from across the marketing spectrum into a cohesive platform. Its strength is in simplifying and centralizing marketing data, making it easily accessible for decision-making.

Looker, on the other hand, appeals to organizations with a strong data culture that require robust data warehousing and sophisticated analytical capabilities. Its approach to integration focuses on leveraging raw data from multiple sources, offering a platform for in-depth analysis and customization.

Choosing between HubSpot and Looker for integration capabilities ultimately depends on your organization’s specific needs: the complexity of your data, the tools you currently use, and how you plan to leverage data insights. HubSpot offers simplicity and a broad reach, while Looker provides depth and flexibility for those ready to dive deep into their data.

Customization and Flexibility

The power of a marketing analytics tool is not just in the data it provides but in how that data can be tailored and manipulated to uncover actionable insights specific to your business goals. Customization and flexibility are key in molding the tool to fit the contours of your marketing strategy.

HubSpot Marketing Analytics: Adaptable Yet User-Friendly

HubSpot is designed to cater to marketers of all levels, from beginners to experts, which is reflected in its approach to customization. Users can easily modify dashboards and reports to focus on the metrics that matter most to their business. This level of customization is facilitated through a user-friendly interface that doesn’t require deep technical knowledge to make the most of the platform’s capabilities.

Moreover, HubSpot’s marketing automation platform allows for customized workflows that can be tailored to the unique customer journeys your business nurtures. This blend of customization in both analytics and automation makes HubSpot a versatile tool for businesses looking to tailor their marketing efforts without diving into complex data manipulation.

Looker: Unparalleled Depth of Customization

Looker takes customization to another level, offering unparalleled flexibility for businesses ready to dive deep into their data. The platform is built around the LookML language, a powerful modeling language that allows users to define and manipulate data relationships and metrics. This capability means that virtually any analysis imaginable can be configured within Looker, provided you have the know-how to leverage LookML.

This depth of customization extends to reporting and dashboards, which can be intricately tailored to meet very specific business needs. Looker’s approach empowers businesses with a strong data culture and the resources to explore complex analyses, offering a level of flexibility that is hard to match.

Customization Meets Business Needs

In the arena of customization and flexibility, HubSpot and Looker serve different masters. HubSpot offers a balance of user-friendly customization options that cater to a broad audience, making it an excellent choice for businesses that require flexibility but lack the resources or desire to engage in deep technical customization. Its strength lies in providing adaptable tools that enhance marketing efforts without overwhelming users.

Looker, conversely, is the champion for businesses that crave depth and have the technical expertise to harness it. The platform’s unparalleled customization capabilities are a boon for data-driven organizations that demand granular control over their analytics and reporting.

The choice between HubSpot and Looker in this context depends on your business’s specific needs, technical resources, and the level of customization required to support your marketing strategies. Whether you prefer the streamlined, user-friendly customization of HubSpot or the deep, technical flexibility of Looker, both platforms offer compelling paths to tailor your marketing analytics to fit your unique vision.

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Data Analysis and Reporting Capabilities

At the heart of any marketing analytics tool lies its capacity to transform raw data into digestible, actionable insights. This transformation is the linchpin in making informed decisions that drive marketing success.

HubSpot Marketing Analytics: Streamlined Insights for Marketers

HubSpot Marketing Analytics excels in providing a streamlined approach to data analysis and reporting, making complex data easily understandable for marketers across all levels. The platform offers a range of pre-built and customizable reports that cover various aspects of digital marketing, from website traffic and conversion rates to email campaign effectiveness and social media engagement.

What sets HubSpot apart is its focus on delivering actionable insights directly to marketers. The platform is designed not just to report on past performance but to highlight opportunities for optimization and growth. With its integrated marketing suite, HubSpot allows for a holistic view of the customer journey, enabling marketers to see how different channels and strategies contribute to overall goals.

Looker: Deep Dives into Data for Custom Insights

Looker, with its powerful data exploration capabilities, caters to users who want to dive deeper into their marketing data. The platform’s strength lies in its flexibility and the depth of analysis it offers, supported by the use of LookML for custom data modeling. Looker enables businesses to create highly detailed, custom reports and dashboards that go beyond standard marketing metrics.

The ability to explore data at such a granular level allows users to uncover unique insights and trends that might be overlooked in more generalized reporting tools. Looker’s approach is particularly valuable for businesses with specific analytical needs or those who wish to combine marketing data with other data sources for comprehensive analysis. This depth of analysis supports data-driven decision-making at all levels of the organization.

Choosing the Right Tool for Data Analysis and Reporting

When it comes to data analysis and reporting capabilities, the choice between HubSpot Marketing Analytics and Looker hinges on your business’s specific needs and the level of depth required in your analysis.

HubSpot is ideal for businesses looking for a user-friendly, integrated approach to marketing analytics, where actionable insights are readily available to inform strategies and optimize performance across all marketing channels. Its strength is in making data analysis accessible and actionable for marketers without requiring deep technical expertise.

Looker, on the other hand, is suited for businesses that require detailed, custom analyses that go beyond standard marketing metrics. Its powerful data exploration and modeling capabilities make it a formidable tool for data-driven organizations that prioritize depth and customization in their reporting.

Ultimately, whether the streamlined, actionable insights offered by HubSpot or the deep, customizable analysis provided by Looker better suits your needs depends on the complexity of your marketing strategies, your team’s analytical skills, and how you plan to use data to drive your marketing decisions forward.

Understanding the Pricing Landscape

In the quest for the right marketing analytics tool, pricing plays a pivotal role. It’s not just about the number on the tag but the return on investment (ROI) that number promises. Both HubSpot Marketing Analytics and Looker offer robust solutions, but their pricing strategies and what’s included at different price points can significantly impact your choice.

HubSpot Marketing AnalyticsHubSpot’s pricing varies by package, with the Marketing Hub starting at $45 per month for the Starter package, $800 per month for the Professional package, and $3,600 per month for the Enterprise package​​.
LookerLooker’s pricing is not publicly listed. Interested users need to contact Google Cloud sales for a custom quote​​.

HubSpot Marketing Analytics: Flexible Pricing for Varied Needs

HubSpot’s pricing model is designed with scalability in mind, catering to businesses of all sizes—from startups to large enterprises. The platform offers a range of plans, starting with a free version that includes basic features for small teams looking to get started with marketing analytics. As businesses grow and their needs become more complex, HubSpot provides more advanced features through its paid plans, which are segmented into Starter, Professional, and Enterprise tiers.

Each tier unlocks additional features and capabilities, such as more sophisticated analytics, greater customization options, and enhanced automation tools. HubSpot’s approach ensures that businesses only pay for the level of functionality they need, allowing for easy scaling as their marketing efforts expand. The transparent pricing structure makes it simpler for businesses to plan their investments and understand the potential ROI.

Looker: Custom Pricing for Custom Solutions

Looker takes a different approach to pricing, focusing on custom solutions tailored to the specific needs of each business. Rather than offering predefined tiers, Looker works with businesses to understand their unique requirements and crafts a pricing plan that aligns with the depth and breadth of analytics capabilities they seek.

This custom pricing model means that the cost can vary significantly between businesses, depending on factors such as the size of the data being analyzed, the number of users, and the complexity of the data modeling required. While this approach allows for a high degree of flexibility and ensures that businesses only pay for what they truly need, it can also make it more challenging to predict costs upfront.

Navigating the Pricing Waters

Choosing between HubSpot Marketing Analytics and Looker based on pricing involves considering not just the immediate cost but also the long-term value each platform brings to your marketing efforts. HubSpot offers a clear, scalable path for businesses of all sizes, making it easier to budget for and justify the investment. Its tiered pricing model caters to a wide range of marketing needs, from the most basic to the highly sophisticated.

Looker, with its custom pricing approach, is suited for businesses that require a highly tailored analytics solution and are willing to invest in a platform that precisely fits their complex needs. While it may require a more in-depth discussion with sales representatives to understand the potential costs, this customization can lead to a solution that offers significant ROI through deep, actionable insights.

In weighing the pricing aspects of HubSpot and Looker, consider your business’s current and future analytics needs, budget flexibility, and the value you place on customization versus scalability. Both platforms offer compelling solutions, but the right choice will depend on how you prioritize cost, scalability, and customization in your marketing analytics journey.

The Bedrock of Trust: Security and Compliance

A marketing analytics tool’s ability to protect sensitive data and adhere to global privacy laws not only safeguards your business but also builds trust with your customers. Both HubSpot and Looker understand the gravity of this responsibility and have developed robust frameworks to meet these challenges.

HubSpot Marketing Analytics: Fortifying Your Marketing Efforts

HubSpot takes security and compliance very seriously, implementing a comprehensive suite of security measures to protect customer data. This includes data encryption in transit and at rest, regular security audits, and a robust incident response plan. Furthermore, HubSpot complies with major global regulations, such as GDPR (General Data Protection Regulation) in Europe and CCPA (California Consumer Privacy Act) in the United States, ensuring that businesses using its platform can meet their legal obligations regarding data protection.

Additionally, HubSpot offers features designed to help businesses manage their data in a compliant manner, such as easy-to-use tools for obtaining consent and managing user data requests. This combination of advanced security measures and compliance-supporting functionalities makes HubSpot a trusted partner for businesses concerned about data privacy and security.

Looker: A Beacon of Data Security and Regulatory Compliance

Looker, backed by the technological infrastructure of Google Cloud Platform, places a high priority on securing data and maintaining compliance with global regulations. The platform leverages Google’s robust security model, which includes multi-layered security, continuous monitoring, and strict access controls to ensure data integrity and protection.

Looker’s commitment to compliance is evident in its adherence to GDPR, CCPA, and other privacy standards, enabling businesses to navigate the complex landscape of data privacy with confidence. The platform also provides detailed documentation and support to help businesses implement their data governance policies effectively using Looker’s features.

Safeguarding Your Data and Compliance Posture

When it comes to security and compliance, both HubSpot Marketing Analytics and Looker offer solid foundations to protect your data and ensure your marketing practices meet regulatory standards. The choice between the two may come down to specific security features or compliance needs relevant to your industry or geographic location.

HubSpot’s integrated approach to security and privacy within its broader marketing suite makes it an attractive option for businesses looking for an all-in-one solution that addresses these concerns across various marketing channels. Looker’s reliance on Google Cloud’s cutting-edge security infrastructure and its compliance-focused features make it a strong contender for businesses that prioritize advanced data protection and regulatory adherence, especially those heavily invested in cloud technologies.

In selecting between HubSpot and Looker based on security and compliance, consider your organization’s specific risk profile, regulatory environment, and the criticality of advanced security features in your marketing analytics endeavors.


Choosing between HubSpot Marketing Analytics and Looker as your marketing analytics tool is a decision that hinges on understanding your unique business needs, from the ease of use and integration capabilities to customization, pricing, and, critically, security and compliance. HubSpot shines as a versatile, user-friendly platform ideal for businesses seeking an all-in-one solution that offers straightforward analytics, extensive integrations, and robust support for marketing automation. Its scalability makes it suitable for a wide range of businesses, especially those looking to grow their marketing efforts seamlessly.

Looker, on the other hand, appeals to organizations with a strong data culture, requiring deep, customizable analytics and the flexibility to perform sophisticated data analysis across various data sources. Its powerful backend, supported by Google Cloud’s infrastructure, provides a solid foundation for businesses focused on leveraging big data for strategic insights. Ultimately, the choice between HubSpot and Looker will be dictated by your company’s specific marketing goals, technical capabilities, and how you envision leveraging data to drive your decisions and strategies forward.

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Poulomi Chakraborty
Poulomi Chakraborty is at the heart of our digital marketing team at WinSavvy. With a keen grasp on the ever-evolving world of SEO and digital trends, she is known for her thoughtful and strategic approach. Poulomi blends deep industry knowledge with a genuine enthusiasm for helping businesses shine online. Her ability to translate complex digital concepts into clear, actionable strategies is what sets her apart.
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