I find it really confusing that we have to buy 'Mobile Services' to get access to the marketing link builder capability.
It feels like it is just such a fundamental analytics requirement to understand what marketing channel is driving app downloads etc. that it should just be a standard part of Analytics rather than hived off and bundled with a push notification capability (always seemed like an odd pairing!).
The website equivalent would almost be like trying to sell the s.campaign/marketing channel variables as a separate add on