I like that it's easy to use as an admin - you can just click some buttons (or drag 'n' drop) in order add new fields or reports without having technical support! It has helped us understand our customer better by giving insights into user behavior across multiple channels including desktop/mobile web browsers versus apps vs social media platforms /etc., which was not previously available via Google Analytics data collection methods. However, we are still looking at adding more custom filtersβ¦