Easy to read and interpret reports, covers all the important metrics.

It's great that it's open sourced and doesn't require an expensive $$ outlay. That's great for startups where there's not a lot of money to go around. It's also excellent that you can host your own servers, in that, the analytics data collected remains owned and managed by you. There's no third party or other possible privacy breach. The UI is well designed and fairly easy to navigate and find what you're looking for.

Very easy to install, boasts the ability to program extra capabilities as addons.