The simplicity, ease to use (and navigate), all very well thought out & user friendly! I like that you can see where your searches are coming from so it helps keep track if there's any issues with how they're being tracked or not tracking correctly etc - which has been my only issue at times when using other programs before this one but have since resolved as such :) Would love more options/features added over time though? As mentioned above would also be great to add some form of data exportโฆ