I like that it's easy to set up with our Google Analytics account - no need for an API key or anything else! It also has some nice features such as "heat map" which can help us identify where we're getting stuck (or not) when using certain pages of the website. Sometimes there are issues loading data from GA into ZEEMETRIC but this isn't too much hassle if they do resolve them quickly enough. We've been able to see what people were doing before signing-up so far by viewing their journey through various stages of signups/signin etc.