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Business Intelligence · head to head

Google Data Studio vs Luzmo

Google Data Studio logo

Google Data Studio

Business Intelligence

Free data visualization by Google

From
Free
Rated
-
Full reviewWebsite
Luzmo logo

Luzmo

Business Intelligence

Embedded analytics for SaaS products, billed by monthly active dashboard users

From
€995/month
Rated
-
Full reviewWebsite

The short version

  • Only Google Data Studio has a free tier, so it costs nothing to try first.
  • Each has a real cost: Google Data Studio limited to free offering with no paid tiers or premium features; Luzmo billing by monthly active users means commercial success is punished: getting every one of your customers into the dashboard weekly is exactly the outcome that pushes you into the next tier.
  • They diverge on capability: Google Data Studio covers Free Platform, Luzmo covers Multi-tenant row-level security.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Google Data Studio and Luzmo actually diverge.

Attributes where Google Data Studio and Luzmo differ
AttributeGoogle Data StudioLuzmo
Starting priceFree€995/month
Pricing modelfreePer month by monthly active user count
Free tierYesNo
Founded1998Unknown

Identical on both: platforms (Web), user rating (Not yet rated), category (Business Intelligence).

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 Google Data Studio

  • Free Platform
  • Real-time Collaboration
  • Custom Visualizations
  • Data Blending
  • Sharing
  • Google Analytics
  • BigQuery
  • Google Sheets

Only in Luzmo

  • Multi-tenant row-level security
  • Embeddable editor
  • Theming and white labelling
  • SDKs and APIs
  • Luzmo IQ
  • Scheduled exports

What people use each for

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

Google Data Studio

  • Self-service analyticsnot Luzmo
  • Data explorationnot Luzmo
  • Ad-hoc reportingnot Luzmo
  • Collaborative analysisnot Luzmo
  • Embedded analyticsnot Luzmo

Luzmo

  • A B2B SaaS product that needs customer-facing dashboards without hiring a front-end data visualisation teamnot Google Data Studio
  • A vertical software vendor that wants to sell an analytics module as a paid add-onnot Google Data Studio
  • A product where each customer must only see their own rows and the security boundary has to be provable to an auditornot Google Data Studio
  • A team that wants end customers to build their own charts rather than filing feature requests for every new reportnot Google Data Studio

Where each one falls short

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

Google Data Studio

  • Limited to free offering with no paid tiers or premium features
  • Advanced integrations may require Google Workspace subscriptions

Luzmo

  • Billing by monthly active users means commercial success is punished: getting every one of your customers into the dashboard weekly is exactly the outcome that pushes you into the next tier.
  • The entry price of EUR 995 per month billed annually rules it out for early-stage products, so the realistic buyer already has meaningful revenue.
  • It is built for embedding rather than internal analysis, so most customers still pay for a second BI tool for their own staff, doubling the analytics line item.
  • The semantic modelling layer is lighter than a dedicated one such as dbt or Cube, so complex metric definitions often have to be pre-computed in the warehouse before Luzmo sees them.
  • As a smaller European vendor it has less connector breadth and a smaller partner ecosystem than the US incumbents, and unusual data sources frequently need an intermediate warehouse hop.

Pricing, plan by plan

Google Data Studio

Free
  • FreeFree
    • Unlimited Reports
    • Data Connectors
    • Collaboration

Luzmo

€995/month
  • Starter$995/month
    • Embedded dashboards with white labelling
    • Custom charts
    • APIs and SDKs
  • Premium$2495/month
    • Everything in Starter
    • End-customer self-service dashboard building
    • Luzmo IQ conversational insights
  • Enterprise$undefined/year
    • Dedicated VPC option
    • Flexible hosting region
    • OIDC single sign-on

Which should you pick?

Choose Google Data Studio if

  • You need free platform.
  • You want to start without paying.
  • You also want real-time collaboration.
Google Data Studio review

Choose Luzmo if

  • You need multi-tenant row-level security.
  • You also want embeddable editor.
Luzmo review

Questions people ask

Is Google Data Studio or Luzmo better?
Neither clearly leads. Google Data Studio starts at Free and Luzmo at €995/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Data Studio or Luzmo?
Google Data Studio has a free tier; the other does not. Paid plans start at Free for Google Data Studio and €995/month for Luzmo.
Does Google Data Studio or Luzmo run on more platforms?
Both run on Web, so platform support will not decide this one for you.
Can I use Google Data Studio for free?
Yes. Google Data Studio has a free tier, so you can try it without paying. Luzmo starts at €995/month.
What is Google Data Studio best used for?
Google Data Studio is most often used for self-service analytics, data exploration, ad-hoc reporting, collaborative analysis. Of those, self-service analytics and data exploration are not what Luzmo is typically brought in for.
What can Google Data Studio do that Luzmo cannot?
Google Data Studio covers Free Platform, Real-time Collaboration, Custom Visualizations, Data Blending. Luzmo covers Multi-tenant row-level security, Embeddable editor, Theming and white labelling, SDKs and APIs.

Answered from the vendors’ own pages

Google Data Studio: Is Google Data Studio free?

Yes, Google Data Studio is completely free to use. The platform states it is easy and free to build interactive dashboards and reports.

Source
Luzmo: Is Luzmo the same as Cumul.io?

Yes. Cumul.io rebranded to Luzmo; it is the same company and product line.

Google Data Studio: Are there paid versions of Google Data Studio?

No, Google Data Studio does not offer paid tiers or premium plans. It remains free for all users.

Source
Luzmo: How is it priced?

By monthly active users of your embedded dashboards, from EUR 995 per month on Starter billed annually.

Luzmo: Is there a free tier?

No, only a trial. There is no perpetual free plan.

Luzmo: Can our customers build their own dashboards?

Yes, but the embeddable editor for end-customer self-service sits on the Premium tier.

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