There could be several different reasons why you have your website, but one of the most common is to drive engagement. Whether that engagement is contacting you, or downloading something, you want to know if your website is
being effective or not.
This is where Conversions and Goals come in. If you don’t have them setup already, have your webmaster set up goals for you so you can track how your website is performing. If
you want people to fill out your contact form, then measure that and see how many people are contacting you.
Ultimately, you want growth in this category, but seeing goals completed is very volatile. You should measure goal completion over three or four month periods to ensure that you’re getting a big enough sample size.