The interface is very simple to use, which makes it easy for non-technical people like myself to get started quickly. I can easily see what my current traffic sources are as well as where they're coming from in real time. It's also nice that you can set goals for your ads, so if someone clicks one of them (or doesn't click), then you know immediately whether or not you need to change something about your ad campaign. I still wish there was more flexibility with the targeting options - but this isn't really an issue at all since you have some great tools already built into the program. For those who don't understand Google Analytics, you won't be able to fully utilize all its features unless you learn how to do things yourself first! This has been helpful because we've found ways to increase revenue by optimizing specific campaigns through A/B testing.