Look for advice on crm analysis

I just started a new job as a CRM management and I've never done this before and there's also no guidelines.
Part of my job is to send push notifications for paid users and non paying users and compare the data. I have pulled all the data but I'm not really sure how to look at it. Should I make a pivot table? Should I compare week to week? Month to month? Am I just looking at what push got the largest CTR?
Any advice of what you do is appreciated!