I like all the different types of reports, including the data you can pull from AdWords campaigns as well as other sources such as web or social media. It's easy for both new users and experts alike to create custom models and use them in Excel (or any spreadsheet). You're given several tutorials and videos within each section to help guide you through. They are constantly adding features so it is an ongoing process which means they do listen to customer feedback. Great tool! We have been able to easily identify some leads who haven't yet converted with our standard conversion rate but when we put their information into the model - using Convertro software - the results were very impressive! In fact, this has helped us increase revenue by around 50% since implementing the service. This allows one person to be more effective at generating business rather than having two people doing similar tasks.