There are many features which makes this tool easy to use for beginners as well as advanced users. The dashboard view of data points is very helpful in understanding user behavior. It has made tracking website traffic possible without using multiple tools like Google Analytics or Kissmetrics etc. I think it could be better if there were more options available with respect to customization of graphs. Also, there should be an option to export reports in different file formats (CSV, XLSX) instead of PDF only. We have been able to get insights into our visitor's journey, their location preferences, search terms used by them while browsing online. This helped us improve conversion rates through targeted content marketing efforts.