Sample vs Looker: Which BI Tool is Right for You?
Compare Sample and Looker for business intelligence and data analytics. See pricing, features, and key differences to choose the best tool for your team.
Updated 2026-07 · 2026
Sample
Self-service analytics for modern data teams
Strengths
- +Completely free tier for small teams (up to 5 users)
- +Simple SQL-based interface with visual query builder
- +Fast setup with pre-built connectors for common databases
Weaknesses
- -Limited advanced analytics and modeling capabilities
- -Smaller community and fewer integrations than enterprise tools
- -Less sophisticated governance and permission controls
Best for
Small teams and startups needing basic BI without enterprise complexity or cost
Looker
Enterprise BI platform with LookML modeling layer
Strengths
- +Powerful LookML modeling layer for centralized data definitions
- +Deep integration with Google Cloud Platform and BigQuery
- +Enterprise-grade governance, security, and access controls
Weaknesses
- -Very expensive with enterprise-only pricing model
- -Steep learning curve, especially for LookML
- -Requires significant setup and data modeling investment
Best for
Large enterprises with complex data needs, dedicated data teams, and substantial budgets
Feature Comparison
| Feature | ||
|---|---|---|
| Pricing Model | Free up to 5 users, then usage-based | Enterprise only, $5,000+/month minimum |
| SQL Support | Direct SQL queries with visual builder | LookML abstraction layer over SQL |
| Data Modeling | Basic views and simple transformations | Advanced LookML semantic layer |
| Dashboard Creation | Drag-and-drop with templates | Flexible with embedded analytics options |
| User Permissions | Basic role-based access control | Enterprise-grade granular permissions |
| Data Sources | Common databases (PostgreSQL, MySQL, etc.) | 60+ connectors, optimized for BigQuery |
| Learning Curve | Low - intuitive for SQL users | High - requires LookML expertise |
| Embedded Analytics | Limited embedding capabilities | Full white-label embedding support |
| API Access | Basic REST API | Comprehensive API with SDKs |
| Collaboration | Share dashboards and queries | Advanced sharing with version control |
| Mobile Access | Responsive web interface | Native mobile apps (iOS/Android) |
| Support | Community support, email for paid | Dedicated enterprise support team |
The Verdict
Sample is ideal for small teams and startups that need basic BI without breaking the bank - its free tier and simple interface make it accessible for teams just getting started with data analytics. Looker is built for large enterprises with complex data infrastructure, dedicated data teams, and the budget to match, offering sophisticated modeling and governance that Sample can't provide. Unless you're a large organization with enterprise needs and budget, Sample's simplicity and cost-effectiveness make it the smarter choice.