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Okay, so tracking how people use websites in GA4 is now super important for showing real SEO wins. I think the coolest thing is that this Google Analytics version lets you really see what visitors do on a site, from their first search to when they buy something or sign up. What's awesome is matching what people do with what the business wants; it makes showing what SEO does easier. Plus, GA4 has reports that change and are flexible, letting you spot trouble spots and ways to get better. I also think that SEO pros can turn data into easy stories for clients and teams. In the end, I see GA4 as something you must have to show how great digital changes are working.