I like that it's easy for any level of user, from beginner up through advanced users who know how SEO works well enough but don't have much technical background or knowledge about coding/programming tools themselves (which are not required).
It also has some nice features such as being able to see what pages get more organic search vs paid adsense revenue which helps with planning future campaigns. The only thing i dislike at this time would be there isn’t anything specific in terms of reporting options other than standard Google Analytics reports so you can make your own custom ones if needed - maybe something similar could come down the line? We've been using their service since 2016 when we were just starting out our first campaign & they're still around today!