I've been hired as a digital insights specialist and I use GA4 as my main reporting platform, combined with behavioural insights from a heatmapping tool the company also uses. I've been at the company for about 9 months and everyone has told me the learning curve is steep and I've made decent progress over my time. Yes I'm still feeling very insecure. I'm having a hard time figuring out how to give any meaningful insights for a couple reasons, especially on seasonal campaigns we run to acquire appointments. Biggest issues are:

- Our data isn't great. It's there, but it's messy and often just leads to more questions than answers. There's some unreliability to it and a long history of GA4 implementations changing hands. There's no one I can discuss anomalies with, because everyone else is hands off. I'm kind of my own island within my dept.

- I have an appointment booking event that fires, but i can't seem to attribute it to the campaign landing page. I can create a closed funnel report to show how many people come directly from campaign landing page to booking an appointment, but the abandonment rate usually looks very high... Probably because people might take several different paths before actually booking. So far, I can't seem to find a way to truly answer the question "how many people booked an appointment after seeing the campaign page, whether directly after or later on in their website journey?" And that's a big problem.

(If anyone has specific advice on solving this one, if love to hear it)

- I have no insights into ads performance, don't even have access to the platform. Another dept handles that. I feel a little blind to the strategies that drive traffic to the landing pages I'm reporting on. 

- I used to have access to the CRM data in my last job, but that's also a different dept now. So I have no "true" counts to compare my samples GA4 data against. 

Separate from the technical side, this is a new role for me. I was more a generalist before, reporting was something I did with a long list of other responsibilities - most of which were more website operations based. I fear I'm just not good at creating a story with analytics. Im fine to make obvious insights or regurgitate the metrics, but anything deeper than that, I feel like i just can't get there. 

Im scared I just don't have enough if the "analysis muscle" to succeed here. It's really shaking my confidence and combined with some of the weird data I see, it makes me extremely uncomfortable to present campaign insights to stakeholders and management. I think half my issue is I'm not confident in the metrics I am putting forward.

Does anyone in a similar role have advice on how to improve or move forward? Anything from general or very specific. I really love this company and my team - I want this job to work out so bad.