Looker Studio supports 800+ connectors but finding the right one is confusing. This complete directory covers native Google connectors, partner connectors, community connectors, and how to use Google Sheets as a universal adapter for any data source.
Looker Studio (formerly Google Data Studio) supports over 800 data source connectors. That sounds like a strength until you are staring at a connector search box trying to figure out whether the Facebook Ads connector you need is free, requires a paid subscription, or is a community build of uncertain reliability.
This guide organizes the Looker Studio connector ecosystem into clear categories, lists the top 20 most-used connectors with setup notes, and explains why Google Sheets is often the most practical universal adapter for sources that do not have a direct connector.
How Looker Studio Connectors Work
A Looker Studio connector is the bridge between a data source and a Looker Studio report. When you add a data source to a report, you select a connector, authenticate (if required), configure what data to pull, and Looker Studio creates a schema (a list of dimensions and metrics) that you can use to build charts.
There are three types of connectors:
Built-in (Google native): Developed and maintained by Google. Free. Covers all Google products. Available directly in the "Add data source" flow without searching the connector gallery.
Partner connectors: Developed by third-party companies (Supermetrics, Windsor.ai, Funnel, etc.) and listed in the Looker Studio Partner Connector Gallery. Most require a paid subscription to the third-party tool. Quality is generally high because partner listing requires Google review.
Community connectors: Developed by anyone using the Looker Studio Community Connector API. Listed in the connector gallery. Free to use (the connector itself), though the underlying API may require credentials. Quality varies widely: some are excellent, some are abandoned.
Category 1: Google Native Connectors (Free)
These are built into Looker Studio and require no third-party subscriptions. Authentication is handled by signing in with your Google account.
Google Analytics 4 Connects directly to GA4 properties. Supports dimensions and metrics from the GA4 API, including custom dimensions. Limitation: the connector applies GA4's standard data thresholds (sampling) on large properties. For unsampled data, use BigQuery Export + the BigQuery connector.
Google Ads Connects to Google Ads accounts and manager accounts (MCC). Supports campaign, ad group, keyword, and ad performance data. Can connect multiple accounts and blend data across them.
Google Search Console Pulls query, page, country, and device data with clicks, impressions, CTR, and position. Date range limited to 16 months of history. Essential for SEO dashboards alongside GA4.
BigQuery The most powerful native connector. Connects to any BigQuery dataset and runs SQL queries directly. Supports very large datasets without sampling. Required for GA4 360 unsampled data.
Google Sheets Connects to any Google Sheet you have access to. This is the universal adapter: if your data is in Sheets, it is in Looker Studio. More on this in Category 4.
YouTube Analytics Connects to YouTube channels. Supports views, watch time, subscribers, and revenue data (for monetized channels).
Campaign Manager 360, Display & Video 360, Search Ads 360 Enterprise Google Marketing Platform products. Free connectors, require access to those platforms.
Google Cloud Storage Connects to CSV files stored in GCS buckets. Useful for pipeline outputs.
Category 2: Partner Connectors (Typically Paid)
Partner connectors are listed in the Looker Studio connector gallery and have been reviewed by Google. They require a paid subscription to the connector provider in most cases.
Supermetrics The most established marketing data connector. Covers 100+ sources including Facebook Ads, LinkedIn Ads, Instagram, TikTok, Bing Ads, HubSpot, Salesforce, and more. Plans start around $99/month. Setup: install in Looker Studio, authenticate with your Supermetrics account, select the data source, configure the query.
Windsor.ai Similar coverage to Supermetrics. Slightly cheaper entry price. Good for marketing attribution use cases. Supports blended data from multiple sources in a single connector query.
Funnel.io Focuses on marketing data warehousing rather than direct connectors. Data lands in Funnel first, then connects to Looker Studio. Better for teams that want a single source of truth rather than point-to-point connections.
Porter Metrics Purpose-built for agency use. Covers Facebook Ads, Instagram, LinkedIn, TikTok, Shopify, and more. Template library makes setup faster. Entry price lower than Supermetrics.
Fivetran Data pipeline to BigQuery or other warehouses, then BigQuery connector to Looker Studio. Enterprise-grade reliability. More infrastructure overhead than a direct connector.
Category 3: Community Connectors (Variable Quality)
Community connectors are built by individual developers or companies using the free Looker Studio Community Connector SDK. They appear in the connector gallery alongside partner connectors, but without the same review standards.
How to evaluate a community connector before using it:
- Check when it was last updated (stale connectors break when APIs change)
- Look for a GitHub repository: active maintenance is a good sign
- Check user reviews in the gallery (if available)
- Verify who built it: a connector from a known company is more trustworthy than an anonymous build
- Test with a small dataset before building a production report on it
Common use cases where community connectors are the best (or only) option:
- Niche SaaS platforms without partner connectors
- Custom internal APIs
- Data sources that are too small for Supermetrics to prioritize
Risk: A community connector can stop working at any time. The builder has no SLA obligation. If the underlying API changes, the connector may silently return wrong data or fail with an unhelpful error.
Category 4: Google Sheets as Universal Connector
The Google Sheets native connector is underrated. It is free, always maintained, and can represent data from any source, because any source can push data into Sheets.
The pattern:
- Source data (SQL Server, QuickBooks, Salesforce, custom API) → Google Sheets (via script, add-on, or connector like brooked.io)
- Google Sheets → Looker Studio (native connector, free, always available)
Why this pattern is often better than a direct connector:
- No third-party subscription required for the Looker Studio side
- Data in Sheets is inspectable, editable, and shareable with non-technical stakeholders
- You can transform, clean, and blend data in Sheets before it reaches Looker Studio
- If the Looker Studio native connector ever changes behavior, the Sheets layer provides a stable interface
- Sheets acts as a cache: Looker Studio reads from Sheets, and Sheets refreshes from the source on its own schedule
When direct connectors are better than Sheets:
- You need real-time data (Sheets sync adds at least a 15-minute delay)
- Your data volume exceeds Sheets' 10 million cell limit
- The source is a Google product already (GA4, Google Ads: use native connectors directly)
brooked.io in this pattern: brooked.io is specifically designed to populate Google Sheets from external sources on a schedule. Once the data is in Sheets, the Looker Studio native connector takes over with zero additional configuration.
Top 20 Most-Used Connectors Directory
1. Google Analytics 4
Type: Native | Cost: Free | Setup time: 2 minutes Connect via "Add data source" > Google Analytics > Select property. Supports all GA4 dimensions and metrics. For sampling issues, use BigQuery instead.
2. Google Ads
Type: Native | Cost: Free | Setup time: 5 minutes Connect via "Add data source" > Google Ads. Requires Google Ads account access. Supports manager account multi-property dashboards.
3. Google Search Console
Type: Native | Cost: Free | Setup time: 2 minutes Connect via "Add data source" > Search Console. Select property and data type (Site Impression or URL Impression). URL Impression is more useful for page-level analysis.
4. Google Sheets
Type: Native | Cost: Free | Setup time: 1 minute Connect via "Add data source" > Google Sheets. Select the spreadsheet and sheet. Best practice: use a dedicated "Looker Studio Source" sheet with stable headers.
5. BigQuery
Type: Native | Cost: Free (BigQuery query costs apply) | Setup time: 10 minutes Connect via "Add data source" > BigQuery. Select project, dataset, and table, or write a custom SQL query. Best for large-scale analytics without sampling.
6. Facebook / Meta Ads
Type: Partner (Supermetrics, Windsor.ai, Porter) | Cost: $30–$99+/mo No free native connector. Best options: Supermetrics (most mature), Porter Metrics (cheaper), or Windsor.ai. Authenticate via Meta Business account. Supports campaign, ad set, and ad-level performance.
7. LinkedIn Ads
Type: Partner | Cost: Included in most connector subscriptions Available via Supermetrics, Windsor.ai, and others. LinkedIn's API is more restrictive than Meta's: some metrics (e.g., Matched Audience data) are not available via API.
8. HubSpot
Type: Partner | Cost: $30–$99+/mo for connector Available via Supermetrics and several other providers. Supports CRM data (contacts, deals, companies) and marketing data (email, forms). HubSpot also has its own native Looker Studio connector.
9. Salesforce
Type: Partner or Sheets | Cost: Partner: $99+/mo; Sheets: connector cost Salesforce data can reach Looker Studio via Supermetrics, Fivetran (to BigQuery), or by pulling Salesforce reports into Sheets first. The Sheets approach is cheapest for smaller CRM dashboards.
10. Shopify
Type: Partner or Sheets | Cost: $30–$99+/mo Porter Metrics and Supermetrics both support Shopify. Alternatively, export Shopify reports to Sheets and connect via the Sheets connector.
11. Instagram Insights
Type: Partner | Cost: Included in Meta connector plans Available via the same connectors as Facebook Ads. Only supports Business and Creator accounts with Instagram connected to a Meta Business Manager.
12. TikTok Ads
Type: Partner | Cost: Included in most connector plans Available via Supermetrics, Windsor.ai, and Porter. TikTok's API access requires a TikTok for Business account.
13. Bing / Microsoft Ads
Type: Partner | Cost: Included in most connector plans Available via Supermetrics and Windsor.ai. Microsoft Ads also provides a direct Looker Studio connector. Check the connector gallery for the latest Microsoft-published version.
14. YouTube Analytics (Advanced)
Type: Native (basic) / Partner (advanced) | Cost: Free basic; paid for advanced The native YouTube connector covers views and watch time. For revenue, member data, or channel comparisons, partner connectors or the YouTube Data API + Sheets offer more flexibility.
15. Stripe
Type: Community or Sheets | Cost: Community: free; Sheets: connector cost No official partner connector. Community connectors exist (verify maintenance status before use). Most reliable path: use a tool like brooked.io to pull Stripe data into Sheets, then connect to Looker Studio via Sheets connector.
16. Klaviyo
Type: Community or Sheets | Cost: Variable Klaviyo has a community connector. For reliability, pulling Klaviyo email campaign data into Sheets via API and connecting from there is more stable.
17. Ahrefs / SEMrush
Type: Community or manual | Cost: API credits SEMrush has a community connector with reasonable maintenance. Ahrefs data is best handled by exporting to CSV, loading to Sheets, and connecting via Sheets.
18. Zendesk
Type: Partner | Cost: Included in some connector plans Available via Supermetrics. Supports ticket volume, agent performance, and CSAT data.
19. PostgreSQL / MySQL / SQL Server
Type: Native (via Google Cloud SQL) or Sheets | Cost: Cloud SQL: compute cost; Sheets: connector cost Looker Studio does not have direct connectors for self-hosted SQL databases. Options: (1) use Google Cloud SQL and connect via the Cloud SQL connector, (2) push database data into Sheets and connect via Sheets, (3) replicate to BigQuery and connect via BigQuery connector.
20. QuickBooks Online
Type: Community or Sheets | Cost: Variable No official partner connector. Community connectors exist with variable quality. Best for regular financial dashboards: export QBO data to Sheets on a schedule (via G-Accon or brooked.io) and connect via Sheets connector.
Comparison Table
| Connector Type | Cost | Reliability | Setup Speed | Data freshness | Best for |
|---|---|---|---|---|---|
| Google Native | Free | Highest (Google-maintained) | Fast | Near real-time | All Google products |
| Partner (Supermetrics, etc.) | $30–$200+/mo | High | Medium | 15 min–1 hr | Paid ad platforms, CRMs |
| Community | Free | Variable | Fast if it works | Variable | Niche sources |
| Google Sheets (via brooked.io) | Connector cost | High | Medium | Scheduled (15 min+) | Any source, universal adapter |
| BigQuery | Query cost | Highest | Slower | Real-time possible | Large scale, unsampled GA4 |
How to Add a New Data Source in Looker Studio
- Open Looker Studio (lookerstudio.google.com)
- Create a new report or open an existing one
- Click "Add data" in the toolbar (or "Add data source" on the report creation screen)
- Browse or search the connector list
- Select the connector and click "Authorize" to connect your Google account (or the connector provider's account)
- Configure the data source: select the property, date range, dimensions, and metrics as prompted
- Click "Add to report"
For partner and community connectors, you will be redirected to the third-party tool's authentication page during step 5. You must have an account with that tool and have it connected before the connector can fetch data.
Best practice: Create reusable data sources by going to Resources > Manage added data sources. Data sources created this way can be used across multiple reports without re-configuring.
Troubleshooting
"Data credentials are invalid" error. The OAuth token for the data source has expired or been revoked. Click the data source, click "Edit connection," and re-authenticate.
Chart shows "No data" but the data source is connected. Check the date range on the chart. It may be set to a period with no data. Also verify the dimension and metric names in the chart editor match what the connector provides (look for schema mismatches after API updates).
Partner connector returns different numbers than the platform's native UI. This is common. Attribution windows, conversion de-duplication, and time zone settings differ between the platform UI and the API. Check the connector's documentation for how it handles these settings.
Google Sheets connector shows stale data. Looker Studio caches data from Sheets for up to 12 hours by default. To force a refresh: in the report editor, Resource > Manage added data sources > click the Sheets source > "Edit" > "Reconnect." You can also enable "Auto-refresh" in the data source settings.
Community connector stopped working after months. The underlying API changed and the connector was not updated. Search the connector gallery for an alternative or switch to the Sheets adapter pattern.
Bottom Line
Looker Studio's connector ecosystem is large but not intimidating once you understand the three tiers. Google native connectors cover all Google products for free and should always be your first choice for those sources. Partner connectors are the right call for paid ad platforms and major CRMs, at a subscription cost. Community connectors are useful for niche cases but require due diligence on maintenance status.
For everything else (especially databases, financial tools, and niche SaaS) the Google Sheets adapter pattern is the most practical universal solution: get your data into Sheets, then connect Sheets to Looker Studio for free. brooked.io is designed exactly for the first step of that pattern, pulling data from virtually any source into a Sheets-based layer that feeds your reports reliably.
Get Started With brooked.io
brooked.io connects your data sources to Google Sheets on a schedule, making Google Sheets the universal adapter for any Looker Studio report, no direct connector required.
Connect your data to Looker Studio via brooked.io →
Related guides:
- GA4 Landing Page Performance Report in Google Sheets
- What Happens When Your Google Sheets Data Sync Breaks
- Google Sheets to SQL Server: Push Data Into Your Database
Troubleshooting quick reference
Frequently asked questions
Is Looker Studio free?
Yes. Looker Studio (the reporting tool) is free. Some connectors are free (Google native connectors). Partner connectors require paid subscriptions to the connector provider. Looker Studio Pro ($9/user/month) adds workspace features, scheduled email delivery, and SLA support, not additional connector access.
How many data sources can I add to one Looker Studio report?
There is no hard limit on data sources per report, but performance degrades with many sources. Practically, 5–10 data sources in one report is manageable. For dashboards combining more sources, blending data in BigQuery or Sheets before connecting is more efficient.
What is the difference between a "data source" and a "connector" in Looker Studio?
A connector is the type of integration (e.g., "Google Analytics 4 connector"). A data source is a specific instance of that connector configured to a specific account, property, or dataset. One connector type can be used to create many data sources.
Can I share a Looker Studio report with someone who does not have access to the underlying data source?
This depends on the connector. For most connectors, you can set the data source credentials to "Owner's credentials" rather than "Viewer's credentials." This means the report uses your access to fetch data, so viewers see data even if they do not have their own access to the source platform. Be careful with this setting for sensitive data.
Does Google Sheets work as a Looker Studio connector for data from SQL Server?
Yes. The pattern is: SQL Server → Google Sheets (via Apps Script, Python, or brooked.io) → Looker Studio (via free Sheets connector). This gives you a Looker Studio connection to SQL Server data without any direct SQL-to-Looker Studio connector, which does not exist for self-hosted SQL Server.
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