Google Looker Studio vs Metabase for Nonprofits
Both tools promise powerful data insights without enterprise price tags, but they take entirely different paths to get there. Google Looker Studio delivers beautiful dashboards for free if your data lives in the Google ecosystem, while Metabase gives technically capable nonprofits an open-source BI platform that keeps sensitive data fully under their control. Your choice comes down to where your data lives, who manages your infrastructure, and how much privacy control your mission requires.
Quick Verdict
Choose based on your nonprofit's data infrastructure and priorities:
Choose Google Looker Studio if:
- •You use Google Workspace (free via Google for Nonprofits) and data lives in Sheets, Analytics, or Ads
- •You need zero-cost dashboards with no server setup or maintenance
- •Reports focus on marketing, fundraising campaigns, and website analytics
- •No technical staff are available to manage server infrastructure
- •Board presentations pull primarily from Google ecosystem sources
Choose Metabase if:
- •You have an internal database (PostgreSQL, MySQL, Snowflake) with program or client data
- •Row-level security is essential so staff only see their own program's data
- •Data privacy is paramount and data must stay on your own servers
- •You handle sensitive client data (healthcare-adjacent, domestic violence, legal services)
- •A technically capable staff member or volunteer can manage the self-hosted setup
At-a-Glance Comparison
| Feature | Google Looker Studio | Metabase | Winner |
|---|---|---|---|
| Starting Price | Free (standard tier) | Free (self-hosted); $85/month (Cloud) | 🏆 Looker Studio (cloud free) |
| Nonprofit Discount | None (free Workspace via Google for Nonprofits) | None (open-source is free) | 🤝 Tie |
| Setup Complexity | Minutes (web-based, no install) | Hours to days (self-hosted); minutes (Cloud) | 🏆 Looker Studio |
| Data Source Connectors | 1,000+ (20 free; 980+ paid) | 15+ database drivers (no SaaS APIs) | Depends on stack |
| AI Features | Gemini AI (Pro only; Google/BigQuery/Sheets) | Metabot ($100+/month add-on; any database) | Depends on use case |
| Data Privacy | Data passes through Google infrastructure | Self-hosted: data never leaves your servers | 🏆 Metabase (self-hosted) |
| Row-Level Security | Limited (via report-level filters) | Full (Pro/Enterprise plans) | 🏆 Metabase |
| SSO / Access Control | Pro only (Google Cloud IAM) | Pro/Enterprise (SAML, LDAP, JWT) | 🤝 Tie (both require paid plan) |
| No-Code Query Builder | Drag-and-drop report builder | Visual Question Builder (no SQL needed) | 🤝 Tie |
| Alerting / Notifications | Scheduled email reports (limited free; 200 Pro) | Alerts + scheduled email/Slack delivery | 🏆 Metabase |
| HIPAA Compliance | Available (requires BAA with Google) | Self-hosted preferred; contact for Cloud BAA | 🏆 Metabase (self-hosted) |
| Best For | Google-heavy nonprofits, marketing dashboards | Database-driven nonprofits, program analytics | Different use cases |
Last updated: February 27, 2026. Pricing and features subject to change; verify with vendors before making decisions.
Why Data Analytics Matters for Nonprofits
Nonprofit organizations collect enormous amounts of data, program outcomes, donor histories, volunteer hours, grant deliverables, and operational metrics, yet most lack the sophisticated reporting infrastructure their for-profit peers take for granted. The gap between having data and deriving actionable insights from it is where many nonprofits lose significant strategic advantage. A well-built dashboard can turn a spreadsheet full of numbers into a compelling story for your board, a clear picture of program effectiveness for funders, and an early warning system for operational problems before they become crises.
The good news is that two powerful BI tools are now accessible to nonprofits at little to no cost: Google Looker Studio and Metabase. Both have earned devoted followings for their ability to make data visualization accessible to non-technical teams. But they solve different problems for different kinds of organizations, and choosing the wrong one can mean months of wasted effort building in the wrong direction.
This comparison will help you understand not just which tool has more features, but which tool fits the reality of your nonprofit's data infrastructure, technical capacity, privacy requirements, and budget constraints. We'll walk through pricing in detail (including the hidden costs that don't appear in headline comparisons), explore how each tool handles the specific data patterns that nonprofits encounter, and give you a decision framework that matches your actual situation.
What Is Google Looker Studio?
Google Looker Studio (formerly Google Data Studio until 2022) is a cloud-based data visualization and business intelligence platform that Google offers entirely free at the standard tier. It connects to over 1,000 data sources through a combination of native Google connectors and third-party partner connectors, allowing users to build interactive dashboards and reports without any coding or database administration knowledge.
For nonprofits already embedded in the Google ecosystem, Looker Studio feels almost magical: connect your Google Analytics account, link your Google Ads campaign data, pull in a fundraising spreadsheet from Google Sheets, and within an hour you have a beautiful, shareable dashboard that auto-refreshes as new data comes in. The tool's drag-and-drop interface, extensive template library, and seamless Google Account authentication make it arguably the lowest-friction path to nonprofit data visualization available today.
The Pro tier ($9/user/month) adds enterprise governance features including team workspaces, SSO via Google Cloud IAM, audit logs, and Gemini AI for conversational analytics. However, it is critical to understand that upgrading to Pro does not improve query performance, increase data refresh rates, or expand row limits. Pro is purely about governance and AI, not speed or capacity.
Looker Studio Strengths
- Completely free for the standard tier, no credit card required
- Zero setup time, instant access via any web browser
- Native connectors to all Google products at no additional cost
- Share reports with unlimited viewers (no per-seat viewer fees)
- Large community of templates and shared report formats
- Embeds easily in websites and intranets for stakeholder transparency
Looker Studio Limitations
- Third-party connectors cost $29-500+/month per connector
- Data refresh rates fixed at 12 hours maximum for most sources
- Query timeout of 6 minutes; dashboards slow with large date ranges
- All data passes through Google's infrastructure
- No advanced data modeling or semantic layer
- Gemini AI limited to Pro and only works with select Google data sources
What Is Metabase?
Metabase is an open-source business intelligence platform that connects directly to databases and data warehouses, allowing both technical and non-technical users to explore data, build dashboards, and share insights. Unlike Looker Studio, which acts as a visualization layer over data sources, Metabase runs as its own server application that queries your databases directly, giving your organization complete control over where queries are processed and where data flows.
The Question Builder, Metabase's no-code query interface, is genuinely impressive for non-technical users. Staff can select a data table, choose which fields to show, apply filters (donated this quarter, served this zip code), and group results by category, all through dropdown menus without writing a line of SQL. For organizations that have struggled to get meaningful insights from their databases because staff lack SQL skills, Metabase can be transformative.
The self-hosted open-source version is free and can run on modest server infrastructure. A small nonprofit could deploy Metabase on Render or Railway for $7-50/month and gain full-featured BI capabilities. The Cloud plans start at $85/month for 5 users and remove the server management burden, while the Pro plan at $500/month adds row-level security (data sandboxing), SSO, and custom branding.
Metabase Strengths
- Self-hosted option keeps all data on your own servers
- Visual Question Builder enables no-SQL data exploration
- Row-level security restricts data access by user role or program area
- Alerting system notifies staff when metrics cross thresholds
- Connects to 15+ database types including PostgreSQL, MySQL, BigQuery, Snowflake
- SOC 2 Type II certified; strong security track record
Metabase Limitations
- Self-hosting requires server administration knowledge
- No native SaaS API connectors; Salesforce/HubSpot need ETL middleware
- Metabot AI is a paid add-on ($100+/month) not included in base pricing
- Row-level security requires Pro plan ($500/month)
- No formal nonprofit discount program
- Visualization options less polished than presentation-grade tools
Head-to-Head Feature Breakdown
Data Source Connectivity
Which tool connects to your existing data?
Google Looker Studio
Over 1,000 connectors are available, but only the 20+ native Google connectors are free. These cover Google Analytics 4, Google Ads, Search Console, Sheets, BigQuery, YouTube Analytics, and several Google Cloud databases. If your data lives entirely in the Google ecosystem, this free connector set is genuinely comprehensive. Non-Google sources such as Salesforce, HubSpot, Facebook Ads, Mailchimp, or Airtable require paid third-party connectors from vendors like Supermetrics or Windsor.ai, typically costing $29-500+/month per connector.
Metabase
Metabase connects directly to databases and data warehouses: PostgreSQL, MySQL, BigQuery, Snowflake, Amazon Redshift, SQL Server, MongoDB, and 10+ more. This is powerful if your program data, client records, or operational data lives in a database. However, Metabase has no native connectors to SaaS applications. To analyze Salesforce donor records in Metabase, you must first sync that data into a database using an ETL tool like Fivetran or Airbyte (which add their own cost and complexity).
Verdict: Looker Studio wins for SaaS-heavy nonprofits (Google ecosystem, marketing tools). Metabase wins for organizations with internal databases. If your data is split between both, you may need both tools or a data warehouse.
Ease of Use for Non-Technical Staff
Can your program managers create their own reports?
Google Looker Studio
The drag-and-drop canvas is intuitive for anyone familiar with Google products. Users click to add charts, select data fields from dropdown menus, and arrange visuals on a grid. The learning curve for basic reports is measured in hours, not weeks. However, advanced features like custom calculated fields, blended data sources, and complex filters require more significant investment. The interface can feel overwhelming when working with unfamiliar data structures.
Metabase
Metabase's Question Builder is arguably more intuitive for data exploration than Looker Studio's report builder. Users pick a table, select fields, apply filters using dropdown menus ("Status is Active", "Zip code is 94102"), and click Visualize. The interface guides users through building a query without revealing the SQL underneath. This makes ad-hoc data exploration genuinely accessible to program managers who want to answer their own questions without bothering the data team.
Verdict: Tie for end-user experience. Looker Studio is easier for building polished reports. Metabase is easier for ad-hoc data exploration. Both require some learning investment for advanced use.
Data Access Control and Security
Can you restrict which staff see which data?
Google Looker Studio
Access control in Looker Studio works at the report level: you can share reports with specific individuals or groups and set view-only vs. editor permissions. However, true row-level security (where Staff Member A sees only their program's clients while Staff Member B sees only theirs) is not natively supported. This is a significant limitation for multi-program organizations where confidentiality between program areas is important. SSO and audit logs require the Pro plan ($9/user/month).
Metabase
Metabase's Pro plan includes row-level security (called "data sandboxing"), which restricts which database rows each user sees based on their user attributes. A case manager can log in and only see records for their assigned clients, while a program director sees all clients in their program, and the executive director sees everyone. This granular control is critical for nonprofits handling sensitive client data across multiple program areas, staff levels, or geographic regions.
Verdict: Metabase wins clearly for row-level security. If data access control within a single report is important (not just who can see the report), Metabase Pro is the stronger choice.
AI and Natural Language Features
Ask questions in plain English instead of building charts manually
Google Looker Studio (Gemini AI)
Gemini AI is available exclusively on the Pro plan for subscriptions created from June 2025 onward. It enables conversational analytics (type natural language questions and get chart responses), calculated field assistance (describe a metric in plain English and Gemini suggests the formula), and a code interpreter for complex analytics. A significant limitation: Gemini only works with Looker, BigQuery, Google Sheets, and uploaded CSV files. It does not work with third-party connectors to Salesforce, HubSpot, or non-Google databases.
Metabase (Metabot AI)
Metabot is a paid add-on starting at $100/month for 500 requests, available on Starter and Pro plans. It generates SQL queries from natural language questions using Metabase's semantic layer (governed metric definitions), producing more accurate and consistent results than generic LLM approaches. Staff can @-mention specific data sources to improve accuracy. Metabot works with any database Metabase can connect to, giving it much broader coverage than Gemini's limited source compatibility.
Verdict: Context-dependent. Gemini AI is included in the Pro subscription cost. Metabot costs extra but works with any connected database. If your data lives in BigQuery or Sheets, Gemini has the edge. For custom databases, Metabot wins.
Privacy and Data Sovereignty
Where does your data actually go when building reports?
Google Looker Studio
When you connect data to Looker Studio and build reports, your data passes through Google's infrastructure. Even if your data originates from an on-premise database, query results flow through Google's systems for visualization. Google states that data is not used for advertising in the Workspace/Cloud context, and HIPAA compliance is achievable with a signed BAA. However, organizations with strong data sovereignty concerns or donor privacy policies may find Google's data handling less comfortable than self-hosted alternatives.
Metabase (Self-Hosted)
Metabase explicitly states it never sees, stores, or copies customer data in the self-hosted configuration. Queries run from your server to your database and results flow back to your server. Metabase's application code never touches your data. This makes self-hosted Metabase the strongest choice for organizations handling sensitive client information, where data sovereignty is a legal or ethical requirement. For healthcare-adjacent nonprofits, domestic violence services, addiction recovery programs, or legal aid organizations, the self-hosted architecture provides maximum control.
Verdict: Metabase (self-hosted) wins decisively for data privacy. For organizations handling sensitive client data or where data sovereignty matters, self-hosted Metabase is the clear recommendation.
Pricing Breakdown and Total Cost of Ownership
The headline pricing comparison here is deceptively simple: Looker Studio free vs. Metabase free. The real comparison becomes much more nuanced when you factor in connector costs, hosting infrastructure, paid add-ons, and the technical staff time required to manage each option. Below we break down total cost for three realistic nonprofit scenarios.
Google Looker Studio Pricing
- Standard (Free): $0 forever. Unlimited users, reports, dashboards. All 20+ native Google connectors included.
- Pro: $9/user/month. Adds team workspaces, SSO, audit logs, Gemini AI. 10 users = $1,080/year; 50 users = $5,400/year.
- Third-party connectors (hidden cost): $29-500+/month per connector. Connecting Salesforce + Facebook Ads + Mailchimp could add $150-1,500/month.
- Google for Nonprofits: Free Google Workspace provides free native connector access to Sheets, Analytics, and Ads.
Metabase Pricing
- Open Source (Self-Hosted): Free software. Infrastructure costs $84-600/year (Render/Railway hosting).
- Starter (Cloud): $85/month (5 users); additional users $5/month each. ~$918/year base + user costs.
- Pro (Cloud or Self-Hosted): $500/month (10 users); adds SSO, row-level security, custom branding. $6,000+/year.
- Metabot AI (add-on): $100+/month for 500 requests; not included in any base plan.
TCO Scenarios for Nonprofits
Scenario A: Small nonprofit, Google Workspace already in use, no internal database
Data lives in Google Sheets (fundraising), Google Analytics (website), and Google Ads (campaigns). Team of 5.
Looker Studio: $0/year
Free standard tier covers all Google-native connectors. No server management.
Metabase: Not ideal
Would require ETL to sync Sheets/Ads to a database. Adds complexity without clear benefit.
Scenario B: Mid-size nonprofit, PostgreSQL database, one tech-capable staff member
Program data in PostgreSQL, donor data in Salesforce, 20 staff needing reports.
Looker Studio: $1,200-3,600/year
Free for Google connectors + $100-300/month for Salesforce connector. Pro optional ($2,160/year for 20 users).
Metabase Self-Hosted: ~$180-600/year
Free software + $15-50/month hosting. Staff connects PostgreSQL directly. Salesforce needs ETL (additional cost).
Scenario C: Large nonprofit, sensitive client data, compliance requirements, 50+ staff
Healthcare-adjacent programs, strict data privacy, multi-program row-level security needed.
Looker Studio Pro: $5,400/year + connectors
$9/user x 50 users. Row-level security not truly available. Data passes through Google. HIPAA requires BAA.
Metabase Pro Self-Hosted: $6,000+/year
$500/month with 10 users included + additional users at $10/month. Full row-level security. Data stays on your servers.
Nonprofit Discounts and Special Pricing
Google Looker Studio
Google does not offer a dedicated nonprofit discount for Looker Studio Pro. Community forum discussions confirm no formal program exists for the Pro tier.
However, through Google for Nonprofits (available to 501(c)(3) organizations in 100+ countries), eligible nonprofits receive Google Workspace for free. This provides:
- Free Google Workspace licenses (Gmail, Drive, Sheets, Meet, etc.)
- Access to Google Ad Grants (up to $10,000/month in search advertising)
- Free use of all 20+ native Looker Studio connectors to Google products
Apply at nonprofits.google.com. Processing typically takes 1-2 weeks.
Metabase
Metabase has no publicly advertised nonprofit discount program and no TechSoup listing as of early 2026.
The most accessible paths for budget-conscious nonprofits:
- Open-source self-hosted version is fully free (infrastructure costs only)
- 14-day free trial on all paid Cloud plans before committing
- Direct sales contact may yield custom pricing for Enterprise needs
- Metabase Starter ($85/month) includes 5 users with annual billing options
Contact sales at metabase.com if your organization qualifies for education or nonprofit pricing.
Ease of Use and Implementation Timeline
| Milestone | Google Looker Studio | Metabase (Self-Hosted) | Metabase (Cloud) |
|---|---|---|---|
| Account setup | Minutes (Google Account) | 2-8 hours (server setup) | 15 minutes |
| First report built | 30-60 minutes | 1-4 hours (after setup) | 30-60 minutes |
| Team onboarding | 1-2 days | 2-5 days | 1-3 days |
| Staff proficiency | 1-2 weeks (basic) | 1-3 weeks (basic) | 1-2 weeks (basic) |
| Technical skill needed | None (end users) | Moderate-High (admin) | Low (admin only) |
| Ongoing maintenance | None | Regular (updates, backups) | None |
For nonprofits without dedicated IT or data staff, Google Looker Studio and Metabase Cloud are the realistic options. Metabase self-hosted is excellent value but genuinely requires someone comfortable with Docker, Linux commands, and database administration. If your organization has a volunteer with that background, self-hosted Metabase is well worth considering. If not, the infrastructure overhead will create ongoing pain that outweighs the cost savings.
Integration and Workflow Compatibility
Google Looker Studio Integrations
Native free connectors (no additional cost):
- Google Analytics 4, Google Ads, Search Console
- Google Sheets, BigQuery, Cloud SQL, Cloud Storage
- YouTube Analytics, Campaign Manager 360
- PostgreSQL, MySQL (direct connectors)
Paid third-party connectors: Salesforce, HubSpot, Facebook Ads, LinkedIn, Mailchimp, Airtable, Stripe, Shopify, and 900+ more via vendors like Supermetrics ($29-499/month).
Metabase Integrations
Official database drivers (all included free):
- PostgreSQL, MySQL, MariaDB, MongoDB
- Google BigQuery, Amazon Redshift, Snowflake
- SQL Server, Oracle, Athena (AWS)
- Spark SQL, Druid, Presto, Vertica
No native SaaS connectors. Salesforce, HubSpot, and other CRMs require ETL sync tools (Fivetran, Airbyte, or Stitch) to first load data into a supported database.
The Hidden Cost of Connectors
Many nonprofits underestimate connector costs when evaluating Looker Studio. A common nonprofit stack requiring connectors to Salesforce NPSP ($150+/month), Facebook Ads ($39/month), and Mailchimp ($29/month) would add $2,628-3,228/year to Looker Studio's "free" cost. Before committing to Looker Studio for multi-platform reporting, calculate the actual connector costs for your specific data sources. In many cases, this makes Metabase Cloud (with ETL) or a data warehouse approach more cost-effective.
Data Privacy, Security, and Compliance
| Security Feature | Google Looker Studio | Metabase |
|---|---|---|
| Encryption at Rest | AES-256 | Standard (cloud); your control (self-hosted) |
| Encryption in Transit | HTTPS/TLS | HTTPS/TLS |
| SOC 2 Type II | Yes | Yes |
| HIPAA Compliance | Available (requires BAA with Google) | Self-hosted preferred; contact for Cloud BAA |
| GDPR | Compliant; DPA available | Compliant; data processing obligations honored |
| Data Location | Google infrastructure (US/EU options) | Your servers (self-hosted) or Metabase cloud |
| Audit Logs | Pro only | Pro/Enterprise only |
| SSO (SAML/LDAP) | Pro only (Google Cloud IAM) | Pro/Enterprise (SAML, LDAP, JWT, Google) |
| Row-Level Security | Not natively supported | Pro/Enterprise only |
| Annual Pen Testing | Yes (Google's security program) | Yes (third-party independent audits) |
For Nonprofits Handling Sensitive Data
If your nonprofit serves populations where data confidentiality is a critical ethical or legal obligation, such as domestic violence survivors, addiction recovery participants, mental health clients, legal aid beneficiaries, or undocumented immigrants, self-hosted Metabase is the strongest technical choice. Data never leaves your infrastructure, you control all access permissions at a granular level, and you can implement your own security controls on top of Metabase's.
For organizations where data sensitivity is lower and the Google ecosystem already governs your data (donors have agreed to standard data policies, program data is not regulated), Looker Studio's HIPAA-capable architecture with proper configuration is a reasonable choice. The key question is: who bears the risk if data is exposed? For sensitive populations, retaining full infrastructure control through self-hosted Metabase is worth the additional administrative burden.
Pros and Cons Summary for Nonprofits
Google Looker Studio Pros
- Completely free standard tier for all users and organizations
- Zero infrastructure management or server maintenance
- Unlimited report viewers at no additional cost
- Deep integration with Google Workspace (free via Google for Nonprofits)
- Active template community and abundant learning resources
- Embeddable reports for public-facing impact transparency
Google Looker Studio Cons
- Third-party connectors add significant hidden costs ($29-500+/month each)
- Fixed 12-hour data refresh rates for most sources
- No row-level security for restricting access within reports
- All data passes through Google infrastructure
- Performance degrades with large datasets and broad date ranges
- Gemini AI locked to Pro tier and limited data source compatibility
Metabase Pros
- Self-hosted option: data never leaves your servers
- Visual Question Builder enables no-SQL exploration for all staff
- Row-level security restricts data access by user role or program
- Threshold alerting notifies staff when metrics cross critical thresholds
- Works with 15+ database types without additional connector costs
- SOC 2 Type II certified with annual independent penetration testing
Metabase Cons
- Self-hosting requires technical staff or willing volunteer (Docker, Linux)
- No native SaaS API connectors; CRMs require ETL middleware
- Metabot AI is an expensive add-on ($100+/month on top of plan cost)
- Row-level security requires Pro plan at $500/month
- No formal nonprofit discount program
- Community support only on open-source tier (no official support)
Which Tool Should You Choose? Decision Framework
The comparison between Google Looker Studio and Metabase rarely produces an obvious winner because they are designed for genuinely different situations. The five questions below will surface the right choice for your organization without requiring you to become a BI expert first.
Question 1: Where does your data live today?
Primarily in Google products (Sheets, Analytics, Ads)
Choose Google Looker Studio. Zero connector costs, instant setup.
In a database (PostgreSQL, MySQL) or data warehouse
Choose Metabase. Direct database connectivity without middleware.
Question 2: Do you have technical staff?
No technical staff available
Choose Google Looker Studio (free) or Metabase Cloud. Avoid Metabase self-hosted.
Technical staff or capable volunteer available
Metabase self-hosted becomes viable, saving significant money long-term.
Question 3: How sensitive is your data?
Standard donor or program data, no HIPAA concerns
Either tool works. Looker Studio's infrastructure is secure for most use cases.
Sensitive client data, HIPAA, or data sovereignty requirements
Choose Metabase self-hosted. Data stays on your infrastructure with full control.
Question 4: Do you need per-user data access restrictions?
All staff can see all data in reports
Looker Studio works fine. Report-level access control is sufficient.
Staff should only see their program area's data
Choose Metabase Pro for row-level security (data sandboxing).
Question 5: What is your annual budget for BI tools?
$0 (only Google ecosystem data)
Google Looker Studio free tier.
$84-600/year
Metabase self-hosted on Render/Railway.
$1,000-6,000+/year
Metabase Cloud or Looker Studio Pro with connectors.
Final Recommendations
Google Looker Studio is the right choice when:
Your nonprofit uses Google Workspace (especially with Google for Nonprofits), your data lives primarily in Google products, you have no dedicated technical staff, your budget is effectively zero for BI tools, and your reporting needs center on marketing, fundraising campaigns, and web analytics.
Metabase is the right choice when:
Your program data lives in a database that staff need to explore, privacy or data sovereignty is a strategic priority, you need row-level security to restrict which staff see which clients, and you have at least one technically capable person to manage the platform (or can afford Metabase Cloud).
Consider using both when:
Your marketing and fundraising data lives in Google tools (handled by Looker Studio) while your program delivery data lives in an internal database (handled by Metabase). Many mature nonprofits end up with this split-tool approach as they grow their data infrastructure.
Getting Started with Your Choice
Start with Google Looker Studio
- 1.Apply to Google for Nonprofits at nonprofits.google.com if you haven't already (501(c)(3) required)
- 2.Visit lookerstudio.google.com and log in with your Google Workspace account
- 3.Explore the template gallery and adapt a fundraising or website traffic report to your data
- 4.Connect Google Analytics 4 and a Google Sheet for your first live dashboard
- 5.Share the report link with your board and solicit feedback on what metrics matter most
Start with Metabase
- 1.Try the Metabase Cloud 14-day free trial at metabase.com to evaluate without server setup
- 2.Connect your database using Metabase's guided connection wizard
- 3.Use the Question Builder to create your first 3-5 reports without SQL
- 4.Build a dashboard combining your most important metrics and share with department heads
- 5.If self-hosting: deploy via Render's one-click Metabase template at a minimal monthly cost
For deeper context on building a data strategy for your nonprofit, explore our article on building a data-first nonprofit, and see how BI tools fit into the broader landscape of impact measurement with AI. You may also want to compare related tools like Polymer Search vs Julius AI for lighter-weight data analysis needs.
Frequently Asked Questions
Which is better for nonprofits: Google Looker Studio or Metabase?
It depends on your data infrastructure and technical capacity. Google Looker Studio is better for nonprofits already using Google Workspace, where data lives in Sheets, Analytics, and Ads, and no technical staff are available. Metabase is better for organizations with internal databases, a need for row-level security, or strict data privacy requirements where data must stay on your own servers.
Is Google Looker Studio really free?
Yes, the standard tier is completely free with unlimited users, reports, and dashboards. However, third-party connectors for non-Google data sources (like Salesforce, HubSpot, or Facebook Ads) cost $29-500+/month each. The Pro tier adds team workspaces, SSO, audit logs, and Gemini AI for $9/user/month.
Is Metabase really free for nonprofits?
Metabase's open-source version is free to download and self-host. You will pay for server infrastructure, typically $7-50/month. Metabase Cloud starts at $85/month for 5 users. There is no formal nonprofit discount, but the self-hosted option provides very low-cost access for technically capable organizations.
Does Google Looker Studio offer a nonprofit discount?
Google Looker Studio Pro has no dedicated nonprofit discount. However, nonprofits eligible for Google for Nonprofits receive Google Workspace for free, which provides deep integration with Looker Studio's free native connectors. The standard tier is free for everyone.
Can non-technical staff use these tools without SQL knowledge?
Yes. Both tools offer no-code interfaces. Looker Studio uses drag-and-drop report building. Metabase's Question Builder is a point-and-click visual query interface that requires no SQL. Metabase also offers Metabot AI (paid add-on) for natural language querying. Both are accessible to non-technical data consumers.
Which tool is better for HIPAA-compliant reporting?
Both can support HIPAA compliance. Looker Studio is HIPAA compliant with a signed BAA from Google. Metabase self-hosted is often preferred for HIPAA-covered entities because sensitive data never leaves your own servers. For organizations handling protected health information, self-hosted Metabase typically provides stronger data sovereignty.
How does Gemini AI in Looker Studio compare to Metabot in Metabase?
Gemini AI is Pro-only and works only with Looker, BigQuery, Google Sheets, and uploaded CSV files. Metabot is a paid add-on ($100+/month) that works with any connected database. Both support natural language querying. Gemini is included in Pro cost; Metabot adds cost on top of any plan.
Can I connect Metabase to Salesforce or HubSpot?
Not natively. Metabase connects to databases (PostgreSQL, MySQL, BigQuery, Snowflake, etc.), not directly to SaaS APIs. To analyze Salesforce data in Metabase, you would need to sync Salesforce into a database first using an ETL tool like Fivetran or Airbyte. Looker Studio has direct (paid) connectors to Salesforce and HubSpot.
What is the total cost of ownership for a midsize nonprofit?
For 20 users: Looker Studio free tier costs $0 if data is Google-only, or $1,200-6,000/year with non-Google connectors. Looker Studio Pro for 20 users costs $2,160/year plus connectors. Metabase self-hosted costs $84-600/year for hosting only. Metabase Starter costs about $2,190/year for 20 users ($85 base + $75 for 15 extra users/month). The best value depends on your existing data stack.
Not Sure Which BI Tool Fits Your Nonprofit?
Book a free consultation to discuss your data infrastructure, reporting goals, and the right analytics setup for your organization's size and budget.