Are you trying to decide which tool to use for your business and product analytics? Look no further because this article has got it covered for you. In this blog, you will understand what Looker and Amplitude do. You will come across a detailed comparison of both the tools based on a few important factors which will help you consciously decide which suits your requirements the best.

Many of our customers at Hevo come to us with this very question “ Looker and Amplitude are both pioneers in their field but which one to choose?”. More importantly, it is about what works better for you. So let’s dive into Looker Vs Amplitude without any further ado.

Table of Contents


Introduction to Looker

looker logo

Looker is a cloud Business Intelligence tool that helps its customers analyze sales, marketing, and web data in real-time. Any person from the company who has access can create dashboards and view them. Looker is integrated with Google Cloud and works on top of a traditional or cloud database. The dashboards once created are accessible to anyone within the organization. They contain funnels, maps, timelines, workflows, tree-maps, combined charts, and custom visualizations that you can create, and many more basic visualizations. All kinds of industries use Looker for their data from various departments. Basically, Looker creates an SQL data model. So this data model helps in code re-usability which makes redundant tasks less time-consuming. 

Know more about Looker from their official website.

Introduction to Amplitude

Amplitude logo

Amplitude specializes in product intelligence. It automates the extraction of data and analyzes the performance of products and customer satisfaction. It allows the production and design teams to draw insights and build better products. User behaviour both on mobile applications and browsers is analyzed in terms of events. Anything a user does is called an event which gives the granular breakup of user experience. It also helps with the retention of customers and analysis of churned customers by providing valuable insights. B2B, ECommerce, Fintech, and Media organizations use Amplitude.

Know more about Amplitude from their official website here.

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Hevo Data, a No-code Data Pipeline helps to integrate data from Amplitude (Free Data Source), Looker and 100+ other Free and Paid Sources to a data warehouse/destination of your choice to visualize it in your desired BI tool. Hevo is fully managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code.

Its fault-tolerant architecture ensures that the data is handled in a secure, consistent manner with zero data loss. It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination. It allows you to focus on key business needs and perform insightful analysis using a BI tool of your choice.

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  • Secure: Hevo has a fault-tolerant architecture that ensures that the data is handled in a secure, consistent manner with zero data loss.
  • Schema Management: Hevo takes away the tedious task of schema management & automatically detects schema of incoming data and maps it to the destination schema.
  • Minimal Learning: Hevo with its simple and interactive UI, is extremely simple for new customers to work on and perform operations.
  • Hevo Is Built To Scale: As the number of sources and the volume of your data grows, Hevo scales horizontally, handling millions of records per minute with very little latency.
  • Incremental Data Load: Hevo allows the transfer of data that has been modified in real-time. This ensures efficient utilization of bandwidth on both ends.
  • Live Support: The Hevo team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.
  • Live Monitoring: Hevo allows you to monitor the data flow and check where your data is at a particular point in time.
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Comprehensive Analysis of Looker and Amplitude

Here’s a list of some of the most crucial factors that you must consider while comparing platforms such as Looker and Amplitude. Selecting the right tool for your business needs has never been this easy:

Looker Vs Amplitude: Features

Looker’s Key Features

Features of Looker

Looker provides Business Intelligence with data modeling, allows notifications on mail and slack, supports embedded analytics, granular insights, customer support, and amazing security with customized pricing on browsers. It works on top of a database and generates SQL queries and gets the results back. It supports only Relational Databases as of now. Looker also has an API that it supports.

Amplitude’s Key Features

Amplitude offers ML algorithms to identify the best and worst user product experiences. It also offers workflow visualizations for analyzing customer retention, helps in analyzing what made users valuable to their product growth, follows great security standards, provides high-performance speed, has great customer support, product analytics, behavioural targeting, and collaboration with the automation of data management. Amplitude only works with Relational Databases as of now.

Looker Vs Amplitude: Performance

Looker’s Performance

Looker’s dashboards load slower because multiple queries run on the database simultaneously, the amount of data to be fetched is high and since it provides real-time dashboards to everyone, the load on the server is high. To tackle these Looker recommends some best practices that help in optimizing the performance. Also, you can contact the Looker team to help you with these issues.

Amplitude’s Performance

Amplitude is faster than Looker in terms of speed. When a user does something you can see it on Amplitude within seconds. Though it is not as diverse as Looker in terms of features, users claim to have an excellent experience in terms of its performance and product growth. Amplitude builds the dashboards where the algorithm tells the company what they need to focus on to improve the product experience. It tells you the questions that need to be answered and at the same time provides insights for answering them.

Looker Vs Amplitude: Integrations

Looker’s Integrations

Looker offers 50+ SQL database integrations. A few are provided in the image below and if you cannot find the database you need, you can get in touch with the Looker team and they will guide you through more information. Looker only integrates with Relational Databases. Checkout their integrations on their official website.

Integrations Of Looker

Amplitude’s Integrations

Amplitude integrates with not just databases but also BI tools, data warehouses, some SaaS applications. In the image below you can see that these integrations are divided into categories. In the below image you can see the different SaaS tools that can integrate with Amplitude. Check out their official integrations page to know about them all.

Integrations Of Amplitude

Looker Vs Amplitude: Ease of Usage

Looker’s Ease of Usage

Looker needs a good amount of time for setup. But you don’t need to worry because all the instructions are given in their documentation where there is a detailed explanation about how to configure and connect your database to Looker. But once set up, you can manipulate your data and look at the insights just the way you want.

Amplitude’s Ease of Usage

In terms of ease of setup, administration, and usage Amplitude is better than Looker. But official documentation is not so easy to find on their webpage.

Looker Vs Amplitude: Pricing

Pricing modelLooker has a Quote-Based pricing model.Amplitude has 3 types of pricing tiers: Free, Growth, and Enterprise.
PriceTo know about the price, contact the Looker team.Free: Free of Cost.
Growth: Contact the Amplitude sales team.
Enterprise: Contact the Amplitude sales team.
FeaturesAll the features can be availed by anyone subscribed to Looker.Each pricing plan has different features
Table showing different pricing models for Looker And Amplitude

More about Looker’s Pricing

Let’s talk a little bit more about it. For Looker, the pricing depends on the scale of deployment and the number of users. So anyone from a freelancer to an established organization can use Looker and avail all the features available in it.

More about Amplitude’s Pricing

When it comes to Amplitude, each pricing model offers different features. So if you want to use advanced analysis you have to subscribe to a tier that supports it. This would be expensive for a startup or a small organization. Also, Amplitude provides scholarships to startups where it offers its services free of cost for one year (look at the eligibility criteria here). Go through the features of their pricing models here.

Looker Vs Amplitude: Security

SOC 2 compliantYesYes
ISO 27001 certifiedYesYes
GDPR compliantYesYes
HIPAA compliantYesNo
EU shieldYesYes
PCI DSS compliantYesNo
Table showing different security standards followed by Looker And Amplitude

More About Looker’s Security

Looker also has advanced security standards and features for cloud security (since it is a cloud-based BI tool), product security, corporate security, and physical security. It has an overwhelming number of options which is exactly what you need if your data is extremely sensitive. Refer to all these features on their official website.

More About Amplitude’s Security

Amplitude also offers some advanced security but it depends on the pricing model here again. The free pricing model offers all the security standards mentioned in the table above. The Growth pricing model offers the security standards in the free model along with the single sign-on and authentication feature. The Enterprise pricing model offers all the security standards from the Growth model along with specialized user permissions by project and retroactive management of user access feature.


In conclusion, you will understand that both Looker and Amplitude have amazing platforms for data analysis. But if you are just starting out then it is better to optimize the product and user experience by using Amplitude because in the initial stages you can manage data on your own without the help of Looker. Once you grow into a healthy organization you can outsource the huge task of analysis to Looker. Also, the pricing may be the make or break factor. But hey, this is just one perspective. Hopefully, after reading this you have an easier choice to make.

Integrating and analyzing data from a huge set of diverse sources can be challenging, this is where Hevo Data comes into the picture.

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Hevo is a No-code Data Pipeline and has awesome 100+ pre-built integrations, including 40+ Free Data Sources such as Amplitude that you can choose from. Hevo can help you integrate data from numerous sources and load them into a destination to analyze real-time data with a BI tool. It will make your life easier and make data migration hassle-free. It is user-friendly, reliable, and secure.

Want to take Hevo for a spin? Sign Up for a 14-day free trial and experience the feature-rich Hevo suite first hand. You can also have a look at our unbeatable pricing that will help you choose the right plan for your business needs!

Share your experience of learning about Looker vs Amplitude. Tell us in the comments below!

Former Research Analyst, Hevo Data

Easha is a programming enthusiast having experience in automated test script creation, regression testing, and integration projects like Thyrocare Integration. She is keenly interested in creating technical articles related to data science and integration.

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