I picked up 3 codes but really I want 20.

In its most basic, Morphio has helped me take a nice, focused look at search console and analytics data so it's a keeper. I'm not currently using it for ads but I'm hooking every SEO client up so we can assess their sites for search impressions and clicks and see where we can improve. It's much nicer to deal with than any of the Google tools and my SEO tools can't really compete with Morphio on that front, so it's a great addition to my toolkit.

I like platforms that give me insights into how effective my strategy is and Morphio is helping me make decisions and prioritise them. You can also set KPIs, ideally I want to increase my monthly traffic by 10% and my conversions too, it's really easy to do this within Morphio.

Pros:
Clean and clear data
Easy to set up
Really valuable insights, in the right hands they could lead to very positive changes to content and search presence.
A new dimension on assessing my search engine success
SEO auditor is good and comes with some guidance on how to improve(I'm using it in conjunction with other tools like FRASE, SERanking etc)

Cons:
Sometimes it takes ages for data to populate
It seems to struggle with search console connections at first and returns a 'failed API connection error' message, then they seem to work just fine and by 'fine' I mean everything you need is right in front of you. It's taken about a day for one of them.

I can see Morphio being part of every day alongside other tools and I'd imagine most small businesses would benefit from using it, agencies especially.