The ability to track conversions from website visits has been extremely helpful for our team! We are able to see what pages people visit in order to find out where they're looking at when we aren't there so that we can get their attention with an email or show them something new if needed. I dislike having multiple tabs open as sometimes you'll want one tab just for tracking while another is used solely for analytics purposes (which isn't always clear).
Having this feature set up was very easy