Google’s free report builder has had three names: Data Studio, then Looker Studio, and since April 2026 Data Studio again (Google’s note). It is excellent for Google Analytics, Ads and BigQuery reporting. Dashboard Builder suits teams whose data sits in their own SQL databases, spreadsheets and PDF files, and who want to host and embed dashboards themselves.
Short answer: for Google marketing data, Data Studio is free and hard to beat. For dashboards on your own MySQL, SQL Server or Oracle databases, Excel and PDF files, hosted on your server or embedded in a PHP app, choose Dashboard Builder.
Dashboard Builder vs Data Studio at a glance
| Data Studio | Dashboard Builder | |
|---|---|---|
| Hosting | Google cloud only | Self-hosted (Windows, Linux, macOS; PHP 7.4+), cloud, or Windows desktop |
| Pricing model | Free; Pro per user per project per month | One-time: Essential $119, Professional $399, Enterprise $1,499. Cloud from $9/month |
| Best data | Google Analytics, Ads, BigQuery, Sheets; 1,400+ sources through connectors | 25+, including MySQL, PostgreSQL, SQL Server, Oracle, Google Sheets, JSON, Excel, CSV and PDF |
| Databases on a private network | Must be reachable from Google | Self-hosted edition connects on your network |
| PDF files | Not a data source | Yes |
| Embedding | Embed reports with an iframe | Generated PHP/HTML5 code; WordPress, Joomla and Laravel exports; share links |
| Data leaves your server | Yes | No (self-hosted) |
Price comparison
| Plan | Price | Notes |
|---|---|---|
| Data Studio | $0 | Free for creators and viewers |
| Data Studio Pro | $9 per user per project per month | Google Cloud support and admin features |
| Dashboard Builder Essential (self-hosted) | $119 once | 1 user |
| Dashboard Builder Cloud Starter | $9/month | 5-day free trial |
Google notes that Pro pricing per user can vary with subscription length.
Competitor prices checked on 17 October 2026 on the vendors’ own pages: Data Studio pricing (Google Cloud), Data Studio Pro overview: “Looker Studio is now called Data Studio”. Prices are list prices in US dollars and can change; check the vendor’s page before you buy.
Which one to choose
Choose Data Studio if…
- Your data is mostly in Google Analytics, Google Ads or BigQuery.
- You want a free tool and are happy for reports to live in Google’s cloud.
- You share reports mainly with Google Workspace users.
Choose Dashboard Builder if…
- Your data is in MySQL, SQL Server, Oracle or PostgreSQL on your own network.
- You need PDF and Excel files as sources.
- Dashboards must run on your own server, or be embedded in a PHP app.
- You want a one-time licence.
Moving from Data Studio to Dashboard Builder
List the dashboards people actually use. Start with the 3 to 5 most-viewed ones.
Connect the same sources. Point Dashboard Builder at the same databases, or upload the Excel, CSV or PDF files behind the reports.
Rebuild the key charts. Use the drag-and-drop designer, or let the AI Dashboard Generator draft them from a file.
Share or embed. Send links, or embed the dashboards in your intranet or PHP app.
Frequently asked questions
Build your first dashboard in minutes
Upload Excel, CSV or PDF to the free AI Dashboard Generator, or download the self-hosted free trial and connect your database.
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