It's very useful in terms of data analysis as well, it will help you understand what people are searching for online which helps us make better decisions when marketing our products or services; The UI could be improved because sometimes I have some difficulty navigating between different tabs/sections that can lead me into trouble (for example if i press back too many times); Sometimes your notifications don't work properly so there may not always show up at all time but just check this out! Great tool especially since we use Google Analytics already with another product from them called "Google Tag Manager".