I like that it is easy enough once you get used to using their software but not so complicated as some other tools out there (especially when they are free). It takes time getting use too - especially if your new! But stick at learning how everything works because its worth while in my opinion after awhile. If i were looking into another tool which was also very good would be SEMrush or MozBar/SEMRush combo both available through google analytics account page under insights tab. There really isn't much more than what's mentioned above though those two do have quite bit extra bells & whistles plus integration w Google AdWords data etc..