I think measurements are a great way to set goals. When you are doing them if you do some of the muscles (like biceps) flexed and unflexed you will be able to see an increase in muscle as well as overall loss.
Also I think that goals of strength and fitness are good - being able to run up the stairs without feeling puffed, being able to lift more, being able to stretch further. I think that everyone gets a lift when they feel stronger. If you can do 4kms in 20 minutes on the rowing machine and you increase that to 5 kms in 20 minutes you will feel great. Same for whatever time/distance you set on your first attempt. The great thing about fitness/strength goals is that you're competing against you so if you work you will win!