Brandwave

HubSpot vs Looker Studio:Which is more popular?

In September 2026, HubSpot had more branded searches than Looker Studio among marketing analytics platforms worldwide. HubSpot had about 1.5 million branded searches, while Looker Studio had 477,000. HubSpot made up 58% of all marketing analytics platform searches we track, and Looker Studio accounted for 18.2%. When we asked ChatGPT and Google AI Overviews about marketing analytics platforms, Looker Studio appeared in four of the five answers and HubSpot in three. HubSpot was mentioned before Looker Studio in three out of five answers.

Among marketing analytics platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 3 searches for every 1 for Looker Studio

HubSpot 1.5M searchesLooker Studio 477K searches

Who does AI mention more?

Looker Studio, mentioned in 4 of 5 answers, HubSpot in 3

Looker Studio in 4 of 5HubSpot in 3 of 5

Who does AI recommend more?

HubSpot, named ahead of Looker Studio in 3 of 5 answers

HubSpot first in 3Looker Studio first in 2

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Top marketing analytics platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Looker Studio was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. HubSpot was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. HubSpot was listed before Looker Studio in three out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Google Analytics1st
  2. HubSpot2nd
  3. AgencyAnalytics3rd
  4. Supermetrics4th
  5. Triple Whale5th
  6. Looker Studio6th
  7. Funnel7th
  8. Mixpanel8th
  9. Adverity–
  10. Dataslayer–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Looker Studio4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HubSpot3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Analytics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Supermetrics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Triple Whale3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mixpanel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AgencyAnalytics2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Funnel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Adverity0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dataslayer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about marketing analytics platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is HubSpot or Looker Studio more popular in search?

This chart shows how often people search Google for HubSpot and Looker Studio by name. Each line represents a brand's share of searches for all 12 marketing analytics platforms we track, month by month, from English-language searches worldwide.

HubSpot and Looker Studio among marketing analytics platforms worldwide, by month

Share of searches by month for HubSpot, Looker Studio. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpotLooker StudioGoogle AnalyticsMixpanelSupermetricsTriple WhaleAgencyAnalyticsAdverityFunnelDataslayerTapClicksClarisights
Oct 202557.1%26.6%10.3%2.8%1%1.2%0.55%0.2%0.13%0.09%0.07%0.03%
Nov 202553.3%25.3%11.8%5.8%1.2%1.4%0.63%0.23%0.12%0.1%0.07%0.04%
Dec 202551.1%29.2%11.3%4.6%1.1%1.5%0.61%0.22%0.12%0.12%0.08%0.04%
Jan 202659.5%23.3%10.7%2.9%1.1%1.4%0.58%0.17%0.11%0.11%0.07%0.03%
Feb 202655.5%26.7%12.2%1.8%1.2%1.3%0.66%0.2%0.13%0.13%0.08%0.04%
Mar 202657.6%22.5%14.3%1.9%1.2%1.4%0.56%0.17%0.11%0.11%0.06%0.03%
Apr 202657.9%22.4%14.5%1.9%1.1%1.3%0.56%0.17%0.09%0.09%0.06%0.03%
May 202654.1%25.4%14.6%1.8%1.5%1.5%0.53%0.19%0.1%0.1%0.13%0.03%
Jun 202657.6%22.1%14.4%2.3%1.4%1.3%0.46%0.17%0.09%0.09%0.06%0.03%
Jul 202652.2%24.3%17.3%2.1%1.9%1.3%0.51%0.15%0.08%0.1%0.05%0.03%
Aug 202654.9%21.2%18.2%1.8%1.6%1.3%0.44%0.16%0.08%0.08%0.06%0.03%
Sep 202658%18.2%17.8%2.3%1.4%1.3%0.46%0.17%0.07%0.07%0.05%0.03%

How has the HubSpot and Looker Studio comparison changed over the last 12 months?

3 findings

How did search popularity change for marketing analytics platforms worldwide in September 2026?

2 changes

  1. In September 2026, HubSpot gained share of searches among marketing analytics platforms worldwide, from 54.9% to 58%.

  2. In September 2026, Looker Studio lost share of searches among marketing analytics platforms worldwide, from 21.2% to 18.2%.

How are branded searches counted?

23 search terms

Brandwave collects information about searches that people make online using HubSpot’s and Looker Studio’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

HubSpot

21 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • hubspot customer relationship management
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing crm
  • hubspot operations hub
  • hubspot sales
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

Looker Studio

2 branded search terms

  • looker studio
  • lookerstudio

How the Brand Demand Index is measured

Other head-to-heads among marketing analytics platforms

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