Choosing between Looker Studio and Fathom Analytics for your agency? Both are popular choices. Looker Studio starts at Free and is best known as Free reporting and dashboards from Google. Fathom Analytics starts at $15+/mo and is Privacy-first, simple website analytics. Below is a side-by-side breakdown of features, pricing, pros, and cons to help you decide which fits your agency's workflow and budget in 2026.
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Looker Studio
Free reporting and dashboards from Google.
Free
👍 Pros
- Completely free
- Deep Google integration
- Fully customizable
👎 Cons
- Manual setup effort
- Connectors for some sources cost extra
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Fathom Analytics
Privacy-first, simple website analytics.
$15+/mo
👍 Pros
- Privacy-first / GDPR-safe
- Dead simple
- Fast, lightweight
👎 Cons
- Fewer deep metrics
- Not for complex funnels