The ability to see what is working, where it's not, which channels are performing well or poorly in comparison with one another, etc., all from within an intuitive dashboard that makes sense out-of-the box without having to learn any new tools/APIs.
It does require some learning curve but once you get used to how things work its easy enough to use. We've been able to improve our ROI by optimizing spend across multiple campaigns at scale while also being able to manage performance via individual ads (and their variants) as needed.