The data is very accurate and up to date. I can see how many people are on the site, how often they're visited, how many people are in different categories, what's the conversion rate, etc. The analytics are very thorough and I like the ability to see all of the data at once. I wish it was a little easier to understand. I've used a few different tools and this one is the easiest on the eyes and easy to understand. I'm able to get a good picture of my website and what's working and what's not. It's also great to look back and see what you were doing before to get where you are now.