Looker Studio adds 15 partner connectors in year-end expansion

Google expanded its Looker Studio Connector Gallery on December 23, 2025, with 15 new partner integrations that extend the platform's data visualization capabilities across retail media networks, social commerce platforms, and business intelligence systems. The additions arrive as digital marketers increasingly require unified reporting frameworks that consolidate performance metrics from fragmented advertising ecosystems.

Supermetrics contributed six connectors to the December release: Walmart Connect (Search), Ecwid, Shopee Ads, Squarespace Commerce, Wix Commerce, and Sprinklr. These integrations address growing advertiser demand for retail media network measurement, with Walmart Connect representing the platform's first dedicated connector for Walmart's search advertising products. Shopee Ads provides access to Southeast Asian e-commerce advertising data, while Squarespace Commerce and Wix Commerce enable merchants using those platforms to analyze sales performance alongside advertising metrics.

The Sprinklr connector delivers enterprise-level social media management data to Looker Studio reporting workflows. Organizations managing multiple brand profiles across social platforms can now consolidate engagement metrics, publishing performance, and audience insights within their existing business intelligence dashboards.

Dataslayer introduced G2 connectivity, enabling technology vendors to track review metrics, category rankings, and buyer intent signals from the B2B software marketplace. The integration addresses a specific measurement gap for software companies that rely on G2 presence for lead generation but previously lacked direct integration with Google's visualization platform.

Zen AI launched two advertising platform connectors: Zen AI - Google Ads and a previously announced Meta Ads integration. These connectors incorporate artificial intelligence-powered features into standard advertising metrics, though specific AI functionality details remain unspecified in the release documentation.

Social platform connectivity expanded through multiple providers. Digital Data School released Bluesky Insights, marking the first third-party connector for the decentralized social network that launched publicly in February 2023. Data House contributed Facebook Insights, providing an alternative to existing Meta platform integrations. Pro Plugg added TikTok Ads connectivity, joining existing TikTok integrations from other partners.

Business management software integration broadened through Jivrus Technologies' Odoo Attendance AppiWorks connector and Bitrix24's Bitrix24 BI integration. The Odoo connector specifically targets attendance tracking data, complementing previously released Odoo connectors for accounting, CRM, invoicing, and point-of-sale systems from the same developer.

SEO and competitive intelligence capabilities arrived through SISTRIX GmbH's SISTRIX Toolbox Data connector. Digital marketing agencies and in-house SEO teams can now incorporate visibility indices, keyword rankings, and competitor tracking metrics from SISTRIX's European-focused search analytics platform directly into client reporting dashboards.

Mentionlytics Ltd. introduced its eponymous connector for brand monitoring and social listening data. The integration enables marketers to track brand mentions, sentiment analysis, and competitive positioning metrics alongside advertising performance data.

The December 23 release continues Google's pattern of monthly connector additions throughout 2025. Looker Studio updated filters, charts, and connectors across multiple November releases, introducing 10 new integrations on November 6 and expanding conditional formatting capabilities for bar charts. The platform's connector ecosystem has grown substantially since early 2024, when Google began accelerating third-party integration approvals.

Partner connectors extend Looker Studio's native connectivity beyond Google's own products like Google Ads, Google Analytics 4, and BigQuery. Third-party developers build these integrations through Google's connector development framework, which requires API authentication protocols, data schema mapping, and compliance with Google's connector certification requirements.

The expansion of retail media connectors reflects broader advertising industry trends. Walmart Connect, Amazon Ads, and other retail media networks have captured increasing advertiser budgets as brands pursue first-party purchase data and closed-loop attribution. Google Ads introduces original conversion value metric for unadjusted performance data, highlighting platform emphasis on measurement transparency that extends to third-party reporting integrations.

Looker Studio Pro subscribers can leverage these connectors within team workspaces, enabling collaborative report development across marketing teams. The platform's scheduled delivery features support automated distribution of reports built using partner connectors, though some advanced functionality requires Pro subscription tiers.

Technical implementation of partner connectors follows Google's OAuth 2.0 authentication framework for secure credential management. Organizations connecting sensitive business data through these integrations should review each connector provider's data handling policies, as third-party vendors may apply separate usage limits or pricing models beyond Looker Studio's base platform fees.

The Bluesky Insights connector arrival demonstrates how connector developers respond to emerging platform adoption. Bluesky reached 1 million users in September 2023 and crossed 20 million users by November 2024, creating sufficient advertiser demand for dedicated reporting tools. Social platform integrations typically lag mainstream adoption by 12-24 months as connector developers assess sustained platform viability.

E-commerce integrations like Ecwid, Squarespace Commerce, and Wix Commerce enable small-to-medium businesses to consolidate advertising spend analysis with sales conversion data. Merchants running Google Shopping campaigns or Meta catalog ads can now build reports that attribute revenue to specific advertising channels without requiring custom database queries or manual CSV exports.

Data source credential management varies across partner connectors. Some integrations support viewer credentials, allowing report recipients to see data filtered to their own account permissions. Others require owner credentials, where the report creator's authentication determines data access for all viewers. Organizations should verify credential models before deploying connectors in team environments.

The Walmart Connect (Search) connector specifically targets search advertising inventory within Walmart's retail media network, distinct from display or sponsored product placements. Advertisers managing comprehensive Walmart campaigns may require additional connectors for complete performance visibility across all placement types.

SISTRIX Toolbox Data integration provides European digital marketers with localized search visibility metrics. SISTRIX maintains separate databases for Germany, United Kingdom, France, Spain, Italy, Netherlands, and other European markets, offering country-specific keyword ranking data that complements global tools like Semrush or Ahrefs.

The December connector additions total 15 distinct integrations, though some represent multiple entry points to single platforms. TikTok Ads from Pro Plugg joins existing TikTok connectors from Supermetrics, Catchr, Windsor.ai, and other developers, reflecting competitive connector marketplace dynamics where multiple vendors serve identical data sources.

Partner connector reliability depends on upstream API stability from source platforms. Changes to advertising platform APIs can temporarily disrupt data flows until connector developers deploy compatibility updates. Looker Studio expands natural language capabilities with Gemini integration introduced conversational analytics features that complement traditional connector-based reporting.

Looker Studio's connector architecture supports custom metrics and dimensions defined within source platforms. Google Ads custom columns, Facebook Ads custom conversions, and similar platform-specific configurations typically flow through to Looker Studio visualizations, preserving advertiser-defined measurement frameworks.

The platform's connector gallery categorizes integrations by industry vertical and data source type. Advertising connectors represent the largest category, followed by analytics platforms, CRM systems, e-commerce platforms, and marketing automation tools. Google maintains connector certification requirements including data refresh frequency standards, error handling protocols, and documentation completeness.

Organizations evaluating multiple connectors for identical platforms should compare supported metrics, data freshness guarantees, and historical data access limitations. Some third-party connectors impose row limits, date range restrictions, or require separate subscription fees beyond Looker Studio licensing costs.

The December 23 release documentation does not specify exact availability timing for each connector. Google typically deploys new connectors gradually across geographic regions and account types, with full global availability achieved within 1-2 weeks of announcement dates.

Timeline

• December 23, 2025: Google adds 15 partner connectors to Looker Studio Connector Gallery including Walmart Connect (Search), Ecwid, and Bluesky Insights
• December 11, 2025: Looker Studio enables hourly report delivery for Pro users and adds Slack distribution features
• November 6, 2025: Google introduces Cloud Audit Logs for Looker Studio Pro and expands Looker connector to 75,000 rows
• October 2, 2025: Looker Studio adds seven new fields to Google Ads connector including conversion-by-date metrics
• September 12, 2024: Google launches Gemini-powered Conversational Analytics in public preview for Pro users
• August 22, 2024: Looker Studio adds 12 partner connectors including Adobe Commerce and TikTok integrations
• July 11, 2024: Platform expands capabilities with Gemini integration for calculated fields
• April 2, 2024: Google deprecates legacy Search Ads 360 connector effective June 30, 2024

Summary

Who: Google expanded Looker Studio's partner ecosystem through 15 new third-party connectors developed by Supermetrics, Dataslayer, Zen AI, Digital Data School, Data House, Pro Plugg, Jivrus Technologies, Bitrix24, SISTRIX GmbH, and Mentionlytics Ltd.

What: The Connector Gallery additions include retail media platforms (Walmart Connect Search, Shopee Ads), e-commerce systems (Ecwid, Squarespace Commerce, Wix Commerce), social platforms (Bluesky Insights, Facebook Insights, TikTok Ads), enterprise software (Sprinklr, Bitrix24 BI, Odoo Attendance), and marketing intelligence tools (G2, SISTRIX Toolbox Data, Mentionlytics).

When: Google released the connector updates on December 23, 2025, as part of ongoing monthly platform enhancements that have accelerated throughout 2025.

Where: The integrations deploy through Looker Studio's web-based platform and mobile applications, with data sources spanning global advertising platforms, regional e-commerce networks, and enterprise business systems.

Why: The expansion addresses digital marketer requirements for unified reporting across fragmented advertising ecosystems, particularly as retail media networks, social commerce platforms, and business intelligence systems demand consolidated performance measurement within single visualization frameworks.