The biggest benefit that I've noticed with this tool from was its simplicity when it comes to viewing data in such manner as we can see where our website gets most traffic for example or what kind keywords are driving visitors etc. It's not really clear how one could use all functions which i think would be nice if they were more detailed but otherwise no issues so far. We're able to easily find out about new visits by users who visit certain pages within websites using their API key (which you need) along side other useful information like referrer URL/IP address details.