Amplitude vs Looker

The product analytics darling that makes you feel like a data wizard, until you realize you're just tracking clicks meets the bi platform that makes data modeling feel like a full-time job, but at least the dashboards look pretty. Here's our take.

Amplitude

Nice Pick

The product analytics darling that makes you feel like a data wizard, until you realize you're just tracking clicks.

Pros

• Intuitive funnel and retention analysis that actually helps you spot user drop-offs
• Powerful user segmentation that lets you slice data by behavior without SQL
• Real-time event tracking that updates dashboards faster than you can say 'A/B test'
• Great for non-technical teams with drag-and-drop tools that don't require a data engineer

Cons

• Pricing can skyrocket as your event volume grows, leading to sticker shock
• Custom queries and advanced analytics still need workarounds or external tools

Looker

The BI platform that makes data modeling feel like a full-time job, but at least the dashboards look pretty.

Pros

• Powerful LookML modeling language for reusable, version-controlled data definitions
• Seamless integration with modern data warehouses like BigQuery and Snowflake
• Self-service analytics that empowers non-technical users to build custom reports

Cons

• Steep learning curve for LookML, requiring dedicated data engineers or analysts
• Pricing can be prohibitive for small teams, with enterprise-focused costs

The Verdict

Use Amplitude if: You want intuitive funnel and retention analysis that actually helps you spot user drop-offs and can live with pricing can skyrocket as your event volume grows, leading to sticker shock.

Use Looker if: You prioritize powerful lookml modeling language for reusable, version-controlled data definitions over what Amplitude offers.

The Bottom Line

Amplitude wins

The product analytics darling that makes you feel like a data wizard, until you realize you're just tracking clicks.