good if you own more than 1 website, you can create a seperate channel for each of your sites, why is this a nice feature?, it allows you to track each of your sites income from the ads individually instead of all income being lumped together and you have no clue which site it was earned from, you don't have to use it but nice tracking feature to tell which of your sites are making money and which are not doing so well so possible adjustments could be made.