The best thing about this plugin has to be its wide range of features. You can use it to track visitor behavior across multiple devices (mobile/desktop). I particularly like that you don't need any coding experience or technical knowledge to set up an account. If you are looking for analytics software with a lot of bells and whistles there will likely be something better suited for your needs. We were able to see detailed information on our visitors' activity as well as their device usage patterns. This allowed us to tailor our website design specifically towards mobile users.