I like that we can use it for our internal analytics as well as using their external platform such as Google Analytics. The interface is very user-friendly allowing us to adjust easily without any training or knowledge of coding. They provide some nice integrations with other platforms which helps streamline processes internally by combining data from multiple sources into one place (Google). There isn't much customization if there's something off in how they have set up features/tools. We are able to combine different metrics together and create custom dashboards to track key performance indicators within our organization.