I really like how it helps me understand which keywords are performing well for my business in Google searches as compared with competitors' sites! It's also helpful when you're trying out new content or campaigns - having access right away gives insights into what could be working better than others within your industry/niche area (or even globally!). The user interface can sometimes feel clunky if not used regularly but this isn't too much of an issue once we've got our head around using everything properly :) We have found some very specific areas where there has been room for improvement though; most notably being able create custom filters rather easily without needing training from their team members who manage support requests etc.. This would make life easier particularly during busy periods such us Black Friday / Christmas period so more people use them then they do now!!