The ability it has given us in terms of marketing our business! It can track everything we need from website visits & social media activity as well analytics reports that are easy enough even my mum could understand them!! There's nothing I dislike about this software but maybe more features would help me see things easier like tracking specific pages etc or better integration options so you don't have separate apps which makes life harder (also less data if using multiple platforms).
We've been able get some great feedback by getting people who visit via google search results/social mentions into contact easily rather then having no idea where they came from at first glance - also good when talking up your services during events such as tradeshows / expos because its one place everyone goes instead of going back'n forth between emails + websites = time saved.