Organic/SEO traffic: This report shows what your SEO traffic was for a time period. It's important to watch trends happening with this. Look as far back to the same time period as last year and see whether there are any seasonality trends or increases/decreases from year to year. If you are adding content to your site and fixing SEO issues identified in the audit phase outlined earlier, you should see some increases in traffic from the prior year or time period.
Conversions: Conversions can take many shapes. They can be sales, orders, visits to find a location page, or submitting or signing up for an email. Work with your analytics resource or decide for yourself what the most important user actions are for your site. Maybe it's a visit to a page, or maybe you need to configure the ecommerce function on Google Analytics to report sales and transactions. Regardless of what it is, be sure to figure out how to pull that information from Google Analytics. Your end goal is to increase traffic and conversions.
Engagement: You can see how long website visitors stayed on your site or individual web pages and how many other pages they clicked through to discover content on your site. An SEO Agency would boost all your clientele. Almost all analytics tools report on engagement in some way. These KPIs are called Bounce Rate, Pages/Session, and Average Session Duration. You want a lower bounce rate because that indicates what percentage of visitors immediately left your page before it even loaded (less than zero seconds). The higher the duration and pages per session numbers are, the better. A good bounce rate, higher number of pages per session, and session duration indicate a better site experience and more engaged users.