How to model Looker pricing in Google Sheets: a guide

1. Manual ways to understand Looker pricing

If you’re like most teams, your first Looker pricing model is born in a hurried spreadsheet the week before renewal. Here’s how to do it deliberately instead of reactively.

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1.1 Map your current Looker footprint

1. List every Looker instance you use (prod, staging, embedded) from your admin console. See the core edition types here: https://cloud.google.com/looker/docs/looker-core-edition-types
2. For each instance, note the platform edition: Standard, Enterprise, or Embed.
3. Export or copy the count of Developer, Standard, and Viewer users from Looker’s Admin panel.
4. In Google Sheets, create a tab called Footprint and add columns: Instance, Edition, Developer Users, Standard Users, Viewer Users.

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1.2 Rebuild the vendor price card in Sheets

1. From the official Looker pricing SKUs page (https://cloud.google.com/looker/pricing and https://cloud.google.com/skus), capture list prices for:
   • Each platform edition (Standard, Enterprise, Embed).
   • Per-user pricing tiers if exposed via SKUs or your quote.
   • Data token overage rates: $3 per 1M input tokens and $20 per 1M output tokens for Conversational Analytics.
2. In Google Sheets, create a Price_Card tab with columns like Item, Metric, List Price, Notes.
3. Populate rows for platform subscription, user licenses, and data tokens.

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1.3 Build the base cost model

1. In a Model tab, bring in edition and user counts from Footprint using references or VLOOKUP.
2. Multiply counts by list prices from Price_Card:
   • Platform cost per edition.
   • Developer, Standard, Viewer user counts × unit prices.
3. Add rows for included Conversational Analytics token quotas per user type from the docs, then estimate monthly overage using your current or forecasted usage.
4. Sum everything into annual and monthly totals.

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1.4 Layer in scenarios manually

1. Duplicate the Model tab as Model_High_Growth, Model_Cut_Cost, etc.
2. In each scenario, manually adjust user counts, editions, or token usage.
3. Use Google Sheets’ built-in charts (https://support.google.com/docs/answer/63824) to visualize total spend by scenario.

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Pros of manual methods

• Full control and transparency.
• Easy to explain to non-technical stakeholders.

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Cons

• Time-consuming to keep updated.
• Error-prone when copying quotes or SKUs.
• Hard to track fast-changing token consumption.

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2. No-code automation with Google Sheets

Once the basics are in place, you can stop living in copy-paste hell.

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2.1 Use formulas to centralize assumptions

1. Create an Assumptions tab with cells for:
   • Annual growth in users per segment.
   • Expected increase in token usage.
   • Discount percentage negotiated.
2. In Model, reference those cells instead of hard-coding numbers. This turns your spreadsheet into a parameterized pricing engine.
3. Use functions like QUERY (https://support.google.com/docs/answer/3093343) and IMPORTRANGE (https://support.google.com/docs/answer/3093340) to pull user counts from other internal sheets (e.g., HR or access management lists).

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2.2 Connect usage data for token forecasting

1. From Looker’s System Activity dashboards (https://cloud.google.com/looker/docs/system-activity-overview), export monthly usage data related to Conversational Analytics when that’s available.
2. Use a no-code integration tool like Zapier or Make to:
   • Watch a CSV export or a BigQuery table containing token usage.
   • Append new rows into a Usage tab in Google Sheets.
3. In Model, reference the Usage tab to calculate when you’ll cross included quotas by user type and estimate overage fees.

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2.3 Automate renewal calendar and alerts

1. Add columns for Contract Start, Contract End, and Notice Date in a Contracts tab.
2. Use Google Sheets + Apps Script (no-code-ish) to send Gmail alerts when today’s date reaches the notice window.
   • Getting started with Apps Script: https://developers.google.com/apps-script/guides/sheets
3. Your team now gets automatic “it’s time to renegotiate Looker” reminders, instead of discovering it on the day of renewal.

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Pros of no-code methods

• Reduces repetitive work without engineering support.
• Keeps Sheets as the central source of truth.

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Cons

• Still fragile if connectors break.
• Requires someone to maintain Zaps/Scenarios.

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3. Scaling Looker pricing with an AI agent

This is where an AI agent like Simular Pro stops pricing from being a side project and turns it into a living system.

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3.1 Let the AI agent maintain your pricing model

1. Configure a Simular AI agent to:
   • Open your Google Sheets pricing workbook in the browser.
   • Navigate to the official Looker pricing and SKUs pages on a schedule.
   • Compare listed SKUs, token prices, and edition descriptions against your Price_Card tab.
2. When it sees a change (e.g., new data token pricing, updated quotas), it edits the appropriate cells, adds a Changelog entry, and sends your team a summary via email or Slack.
3. Because Simular Pro can operate across desktop and browser like a human, you don’t need APIs or custom scripts; the AI computer agent literally clicks, types, and updates.

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3.2 Automate quote ingestion and scenario building

1. During renewal, you’ll receive PDFs or emails from Google Cloud sales.
2. The AI agent can:
   • Download the quote.
   • Extract line items (platform, users, tokens, discounts).
   • Paste them into a Vendor_Quote tab.
   • Generate side-by-side comparison scenarios in the Model tab: Current, Renewal_Offer, Optimized.
3. It then drafts a one-page summary for leadership: projected 3-year spend, savings from switching editions, or reducing low-value viewer seats.

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3.3 Tie usage to cost in near real time

1. Use Simular to log into Looker’s System Activity dashboards monthly, export token usage, and paste into Sheets automatically.
2. The agent adjusts your overage forecast and highlights when your standard or developer users are likely to hit included quotas before month-end.
3. For embedded scenarios, it can also monitor how many external viewers you’re effectively paying for and suggest better packaging.

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Pros of AI-agent-driven methods

• Removes 90% of the manual work across browsers, PDFs, and Sheets.
• Transparent execution: you can inspect each step the agent took.
• Scales to multiple tools and contracts, not just Looker.

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Cons

• Requires initial investment to design and test the workflow.
• You still need a human owner to validate recommendations and decide tactics.

The bottom line: manual Sheets models help you survive your first Looker deal. No-code automations make renewals less painful. But an AI agent that actually clicks through Looker, Google Sheets, quotes, and usage dashboards on your behalf turns pricing management into a continuous, low-effort advantage for your business, agency, or sales team.