From BigQuery to Looker Studio: Visualizing Tacton CPQ Data with the Google BI Stack

If your CPQ data isn’t in a dashboard, is it really helping you? Sales and pricing teams using Tacton CPQ generate a goldmine of data, but without proper analytics, it’s just sitting there unused. Many manufacturers struggle with fragmented reporting—exporting CPQ data into spreadsheets, manually analyzing trends, and relying on outdated reports for crucial business decisions.

Google’s BI stack, consisting of BigQuery (for data storage) and Looker Studio (for visualization, formerly Google Data Studio), offers a powerful and cost-effective way to transform raw CPQ data into actionable insights. In this post, we’ll show you how to integrate Tacton CPQ with BigQuery and Looker Studio, outline key benefits, and demonstrate how visual dashboards can revolutionize your sales and pricing strategies.

Why Use Google BigQuery and Looker Studio for CPQ Data?

BigQuery and Looker Studio provide a scalable, cloud-based BI solution that allows manufacturers to analyze CPQ data without expensive infrastructure.

Key advantages include:

• Fast, scalable data processing – BigQuery can handle large datasets, making it ideal for manufacturers with complex CPQ models.
• Cost efficiency – Unlike traditional BI tools that require heavy IT investment, Google’s BI stack is cloud-based with flexible pricing.
• Real-time data updates – Sync your Tacton CPQ data to visualize sales performance instantly.
• User-friendly dashboards – Looker Studio makes it easy to build and share custom reports without needing advanced SQL knowledge.

By combining BigQuery for storage and Looker Studio for visualization, you can streamline reporting, reduce manual work, and gain real-time insights into sales trends, pricing strategies, and product configurations.

Step-by-Step Guide: Integrating Tacton CPQ with BigQuery & Looker Studio

Step 1: Extract CPQ Data into Google BigQuery
The first step in the integration process is getting your Tacton CPQ data into BigQuery. There are a few ways to do this:

• Tacton CPQ API: Use Tacton’s API to export quote, pricing, and customer data into BigQuery.
• Automated Data Pipelines: Tools like Google Cloud Functions or Workato can automate data transfers from Tacton CPQ to BigQuery.
• Batch Uploads: If real-time analytics aren’t required, periodic CSV exports from Tacton CPQ can be uploaded to BigQuery.

Step 2: Transform Data for Reporting
Once the data is in BigQuery, it may need cleaning or transformation to be BI-ready. This can include:

• Structuring pricing data for trend analysis.
• Merging sales pipeline data with historical performance.
• Creating aggregated views for faster reporting.

BigQuery’s built-in SQL engine makes it easy to perform these transformations.

Step 3: Connect BigQuery to Looker Studio for Visualization
Looker Studio provides an intuitive way to visualize your CPQ data. To set it up:

1. Open Looker Studio and add BigQuery as a data source.
2. Select relevant CPQ datasets (quotes, pricing, approvals, etc.).
3. Build dashboards with real-time charts, tables, and graphs.

Popular dashboards include:

• Quote Success Rate Dashboard – Track which configurations and price points lead to the most closed deals.
• Pricing Impact Analysis – Measure how different discount strategies affect profitability.
• Product Configuration Trends – Identify which options are most (and least) popular in customer selections.

With real-time connections, sales teams can access these insights instantly, eliminating the need for outdated spreadsheets.

What Insights Are You Missing Without Google BI Integration?

If you haven’t connected Tacton CPQ to BigQuery and Looker Studio, you could be missing out on:

1. Live tracking of sales performance – Are quotes converting at the expected rate?
2. Real-time margin analysis – Are discount strategies profitable, or are you losing revenue?
3. Configuration trend analysis – Which product options are increasing or decreasing in popularity?
4. Bottleneck detection in the sales process – Where are deals getting stuck in the pipeline?
5. Forecasting future demand – Are you prepared for shifts in customer preferences?

By leveraging Google’s cloud-based BI tools, manufacturers can access these insights seamlessly—without complex IT infrastructure.

Ready to Unlock the Full Potential of Your CPQ Data?

Many manufacturers are already using BigQuery and Looker Studio to optimize their sales and pricing strategies. If you’re still relying on manual reporting, you could be falling behind. Our team at cpq.se specializes in CPQ analytics and BI integration and below you can check out how cpq.se helped Bromma get started.

Book a virtual coffee today, and let’s explore how Google’s BI tools can transform your CPQ data into a competitive advantage.