Websites are created to achieve specific goals. To know if your website's performance is satisfactory you need information about who is visiting it. Statistics about your website are known as website analytics.
There are various software products that can be used to provide web analytics. Google Analytics is one of the most common choices, but there are also alternatives. The software used depends on what you require from your website and the amount and type of information you need to collect. Matomo (formerly Piwik) is another popular analytics solution.
Look for trends in your analytics that can guide your future marketing decisions.