The ability to customize a report to any specific need. This is an excellent tool for our team of public relations specialists to use while building press releases, media kits and social media posts. There are many options for creating custom reports that can be used in a variety of ways. It's easy to edit or change the way a report looks once created. I wish there were more customizable templates available. The software is very intuitive so it will take some time to learn all of the features. A good investment for any small business looking to increase their marketing capabilities. Reporting on metrics such as reach and impressions helps my team determine the effectiveness of our campaigns.