Google has taken its digital analytics tracking tool, Google Analytics, to the next level with the debut of Google Analytics 4. This exciting new tool, formerly called App + Web, allows companies to harness the power of advanced, machine-learning to dig deeper into understanding their customer base. Google Analytics 4 harnesses a suite of intelligent, automated tools to help website owners align SEO performance with advertising campaigns into an integrated architecture. This exciting new capability could help small to medium-sized businesses better connect with their target audience. Ultimately, this could help drive higher returns on investment for targeted ad campaigns and lead to a new generation of agile SEO tools.