I love how easy it is to use! Just one click in your analytics dashboard will give you so many insights that can help improve or optimize anything from AdWords ads, Facebook advertisements etc.. The interface could be improved as sometimes when scrolling down through some sections of my account (egegads section), there are multiple options/tools to choose between which makes finding what i am looking for hard at times - however this would just take time getting used too :) Great tool overall though! If its something we werent using before then chances are our ROI's have gone up after having implemented them into daily activities.