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Machine Learning · head to head

BigQuery ML vs Evidence

BigQuery ML logo

BigQuery ML

Machine Learning

Machine learning in BigQuery using SQL

From
Free
Rated
-
Full reviewWebsite
Evidence logo

Evidence

Business Intelligence

Business intelligence as code for teams and AI agents

From
$2500/month
Rated
-
Full reviewWebsite

The short version

  • Only BigQuery ML has a free tier, so it costs nothing to try first.
  • Each has a real cost: BigQuery ML not available in BigQuery's Standard edition, so the cheapest tier cannot use it; Evidence high starting price at $2,500/month limits small team adoption
  • They diverge on capability: BigQuery ML covers SQL-based ML, Evidence covers Analytics Agent.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which BigQuery ML and Evidence actually diverge.

Attributes where BigQuery ML and Evidence differ
AttributeBigQuery MLEvidence
Starting priceFree$2500/month
Pricing modelusage-basedFlat team pricing with no per-user fees
Free tierYesNo
PlatformsWebCloud, Embedded
CategoryMachine LearningBusiness Intelligence
Founded2008Unknown

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in BigQuery ML

  • SQL-based ML
  • AutoML Tables
  • Model export
  • Prediction functions
  • Feature preprocessing
  • BigQuery
  • Vertex AI
  • TensorFlow

Only in Evidence

  • Analytics Agent
  • Code-based infrastructure
  • Development environment
  • Visualization tools
  • Embedded analytics
  • Enterprise security
  • Multi-channel access

What people use each for

The jobs each tool is most often brought in to do.

BigQuery ML

  • Training models in SQL without exporting datanot Evidence
  • Linear and logistic regression on warehouse datanot Evidence
  • K-means clustering and matrix factorisation for recommendationsnot Evidence
  • Time series forecasting with ARIMA_PLUSnot Evidence
  • Running imported ONNX, TensorFlow or XGBoost models against BigQuery datanot Evidence

Evidence

  • Building version-controlled analytics infrastructurenot BigQuery ML
  • Enabling AI agents to answer business questionsnot BigQuery ML
  • Delivering analytics through multiple channels (web, Slack, ChatGPT)not BigQuery ML
  • Embedding white-labeled analytics in productsnot BigQuery ML

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

BigQuery ML

  • Not available in BigQuery's Standard edition, so the cheapest tier cannot use it
  • Billed through BigQuery compute and storage rather than as its own product, so training cost tracks data scanned
  • Remote models incur extra Agent Platform charges on top
  • Externally trained model types such as boosted trees and AutoML run through Agent Platform rather than inside BigQuery

Evidence

  • High starting price at $2,500/month limits small team adoption
  • No freemium option for evaluation or learning
  • Code-based approach has steeper learning curve than visual tools
  • AI credits limited on Team plan; additional credits cost extra
  • Requires Git workflow familiarity for effective collaboration

Pricing, plan by plan

BigQuery ML

Free
  • Free TierFree
    • 10GB storage
    • 1TB queries
  • On-Demand$5/TB
    • Pay per TB scanned
    • ML training costs

Evidence

$2500/month
  • Team$2500/month
    • Unlimited users
    • Monthly billing
    • Analytics Agent
  • Enterprise$null/custom
    • All Team features
    • SSO/SAML authentication
    • SCIM directory sync

Which should you pick?

Choose BigQuery ML if

  • You need sql-based ml.
  • You want to start without paying.
  • You also want automl tables.
BigQuery ML review

Choose Evidence if

  • You need analytics agent.
  • You work on Cloud, Embedded.
  • You also want code-based infrastructure.
Evidence review

Questions people ask

Is BigQuery ML or Evidence better?
Neither clearly leads. BigQuery ML starts at Free and Evidence at $2500/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, BigQuery ML or Evidence?
BigQuery ML has a free tier; the other does not. Paid plans start at Free for BigQuery ML and $2500/month for Evidence.
Does BigQuery ML or Evidence run on more platforms?
BigQuery ML runs on Web. Evidence runs on Cloud, Embedded.
Can I use BigQuery ML for free?
Yes. BigQuery ML has a free tier, so you can try it without paying. Evidence starts at $2500/month.
What is BigQuery ML best used for?
BigQuery ML is most often used for training models in sql without exporting data, linear and logistic regression on warehouse data, k-means clustering and matrix factorisation for recommendations, time series forecasting with arima_plus. Of those, training models in sql without exporting data and linear and logistic regression on warehouse data are not what Evidence is typically brought in for.
What can BigQuery ML do that Evidence cannot?
BigQuery ML covers SQL-based ML, AutoML Tables, Model export, Prediction functions. Evidence covers Analytics Agent, Code-based infrastructure, Development environment, Visualization tools.

Answered from the vendors’ own pages

BigQuery ML: How much does Google Cloud BigQuery ML cost?

BigQuery ML pricing is not specified separately on Google Cloud's pricing page. It follows the same pay-as-you-go model as BigQuery, charging per terabyte of data scanned during analysis. Customers receive $300 in free credits and can use 20+ products free up to monthly limits.

Source
Evidence: Does Evidence have per-user pricing?

No, Evidence offers one flat price for unlimited users at $2,500/month on the Team plan with a 30-day free trial.

Source
BigQuery ML: Does Google Cloud offer a free trial?

Yes, new customers get $300 in free credits and all customers can use 20+ Google Cloud products free up to their monthly usage limits.

Source
Evidence: How many AI credits come with Team plan?

Team plan includes 20,000 AI credits monthly at $0.01 per additional credit. Enterprise offers custom credit packages.

Source
Evidence: What is included in the Enterprise plan?

Enterprise adds SSO/SAML, SCIM directory sync, row-level access rules, embedding capabilities, and custom deployment options at custom pricing.

Source
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