The ease-of-use and the ability to combine different sources of information in one place. I love how easy it is to build new dashboards and create custom reports. It's very customizable. There are several features that can sometimes be confusing for people who aren't familiar with funnelbacks. I think it would benefit if there were more tutorials on the website. There still isn't a lot of knowledge available online. Also, some of the functions seem outdated. This software has been great in helping me get my analytics organized and keep track of all of our marketing efforts.