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The "My Reports" tool in Semrush allows users to create customized reports from scratch, providing flexibility to include specific data and metrics relevant to their needs. It also enables scheduling reports to be generated and delivered automatically at regular intervals, which is crucial for consistent monitoring and stakeholder updates. Additionally, users can insert their own logo into the reports, enhancing brand consistency and professionalism when sharing with clients or teams. The option "Invitar a otros a editar tus plantillas" (Invite others to edit your templates) is incorrect because Semrush's "My Reports" primarily focuses on report generation and customization, not collaborative template editing. "Exportar palabras clave a Excel" (Export keywords to Excel) is a general export function available across many Semrush tools, but not a specific feature unique to or defining the "My Reports" tool itself.