Often when I meet with clients, they are not up-to-date on where their traffic comes from and if it converts to a customer. It is important to know this so you focus your efforts in the right places. For example, if you place an ad on a site and it brings you 1000 visitors per month and it cost $350 per month. Do you know if clicks from this site convert to customers? Using Google Analytics Site Goals we can measure the success or failure of this.