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Machine Learning · head to head

BigQuery ML vs Looker

BigQuery ML logo

BigQuery ML

Machine Learning

Machine learning in BigQuery using SQL

From
Free
Rated
-
Full reviewWebsite
Looker logo

Looker

Spreadsheets

Modern business intelligence platform by Google

From
On request
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; Looker no pricing published on website; quote-based model requires contacting Google Cloud sales
  • They diverge on capability: BigQuery ML covers SQL-based ML, Looker covers LookML Data Modeling.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

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

Attributes where BigQuery ML and Looker differ
AttributeBigQuery MLLooker
Starting priceFreeOn request
Pricing modelusage-basedUnknown
Free tierYesNo
PlatformsWebWeb, Cloud (Google Cloud Platform)
CategoryMachine LearningSpreadsheets

Identical on both: user rating (Not yet rated), founded (2008).

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
  • Vertex AI
  • TensorFlow
  • Cloud Storage

Only in Looker

  • LookML Data Modeling
  • Embedded Analytics
  • API Access
  • Version Control
  • Data Actions
  • Snowflake
  • Redshift
  • PostgreSQL

Both cover

  • BigQuery
  • Web support

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 Looker
  • Linear and logistic regression on warehouse datanot Looker
  • K-means clustering and matrix factorisation for recommendationsnot Looker
  • Time series forecasting with ARIMA_PLUSnot Looker
  • Running imported ONNX, TensorFlow or XGBoost models against BigQuery datanot Looker

Looker

  • Business intelligence and interactive dashboards for data-driven decision makingnot BigQuery ML
  • Embedded analytics for integrating BI capabilities into third-party applicationsnot 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

Looker

  • No pricing published on website; quote-based model requires contacting Google Cloud sales
  • Pricing typically based on user count, deployment type, and feature requirements with no transparency

Pricing, plan by plan

BigQuery ML

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

Looker

On request

No published plan breakdown. See the Looker review.

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 Looker if

  • You need lookml data modeling.
  • You work on Web, Cloud (Google Cloud Platform).
  • You also want embedded analytics.
Looker review

Questions people ask

Is BigQuery ML or Looker better?
Neither clearly leads. BigQuery ML starts at Free and Looker at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, BigQuery ML or Looker?
BigQuery ML has a free tier; the other does not. Paid plans start at Free for BigQuery ML and On request for Looker.
Does BigQuery ML or Looker run on more platforms?
BigQuery ML runs on Web. Looker runs on Web, Cloud (Google Cloud Platform).
Can I use BigQuery ML for free?
Yes. BigQuery ML has a free tier, so you can try it without paying. Looker starts at On request.
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 Looker is typically brought in for.
What can BigQuery ML do that Looker cannot?
BigQuery ML covers SQL-based ML, AutoML Tables, Model export, Prediction functions. Looker covers LookML Data Modeling, Embedded Analytics, API Access, Version Control. Both handle BigQuery, Web support.

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
Looker: How much does Looker cost?

Looker does not publish pricing on its website. The platform uses a custom quote model where organizations contact Google Cloud sales for personalized pricing. Pricing is typically based on factors including user count, deployment type (cloud-hosted versus self-hosted), and required feature set.

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
Looker: What are Looker's pricing tiers?

Looker offers subscription-based tiers typically including Standard with core BI capabilities, Advanced with enhanced features and integrations, and Premium with enterprise-grade features. Specific pricing and feature distinctions require contacting Google Cloud sales.

Source
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