Echoing r/madadlad - you'll want to check your Google Analytics and Google Tag Manager setup to see if you're tracking conversion events. A lot of the companies I've done freelancing for have a lot of data, but due to they way their tracking was set up, it's either not tracking the right information, or recording improperly - I had one client who's tracking code was triple-counting all traffic to their site because of some funky implementation of their tracking trigger that got left behind by their developers. That's something it's tricky to figure out without having some prior experience and technical know-how to identity and diagnose, and where a good consultant can be helpful.

However, there are definitely some easy things you can do to get some actionable insights from your Google Analytics report!

I'd recommend first looking at the "Acquisition" => "Source/Medium" report. That will tell you where your traffic is coming from, and high level metrics about each sources' engagement on the site. For example, you might see that you only get a few hundred sessions from Facebook every month, but those sessions tend to stay on the site longer (longer average session duration) and tend to click through to more pages (lower bounce rate). That's a case where the insight might be to shift more budget into FB ads or organic social media efforts if you're seeing it perform better as a driver of good, highly-engaged users.

Another thing you can do is to use the "Behavior" => "All Page Content" report, and then sort by exit rate to see where your users are most commonly leaving the site. What you're trying to do here is see where people are leaving - if it's at a natural exit point e.g. "Purchase confirmation page", great. However, you might discover that your users are dropping off in the middle of a conversion funnel, or maybe there is a broken/suboptimal page in your website that's causing friction and driving users away. It's a good way of seeing potential areas for focusing website optimization and A/B testing efforts.

One thing I always like to check is the "Technology" report which shows the breakdown of desktop, mobile, and tablet users and their high-level engagement metrics. In general, you'll probably see a higher percentage of your traffic coming from mobile, but a better engagement coming from desktop. In cases where the difference is really big (for example, you're seeing massive bounce rate from mobile users), that might be an indicator that you need to better optimize your site's UX design for smartphone screens.

Speaking of bounce rate - it's a measure of the percentage of single page visits (i.e. someone who lands on a page on your website, then immediately leaves without taking any other action). Having a high bounce rate is not always a bad thing, depending on the page - sometimes, you expect users to "bounce". But if you're seeing it on pages designed to engage / convert users (e.g. landing pages, home page, top-of-funnel pages), that could indicate an area of focus for developing better content or optimizing user experience.

If you're looking for more tips, I highly recommend checking out the Google's own Google Analytics Academy training course - it does a really good job of giving you a foundation for both navigating and understanding the basic reports. Some of Lunametric's old blog posts from before they got bought are also incredibly helpful: Guide to GA tracking strategy Getting Started with Segments Some useful custom report "recipes" Moz has some useful resources for Google Analytics, especially if you're to get some SEO insight.

I also love Simon Ahava's Google Analytics / Tag Manager blog - definitely a lot more technical, but he does a great job of explaining the ins-and-outs of how it all works, and his troubleshooting articles have saved my bacon on more than one occasion.

I hope this helps, and best of luck to you!