AF Analyst Field Notes

Free Excel template, funnel SQL, analyst checklists

Turn conversion-rate movement into a clear analyst recommendation.

Start with a five-tab Conversion Analysis Cover Sheet, then use funnel SQL, segment checks, and tracking QA to explain what changed and what should happen next.

Download the Cover Sheet Read the analysis guide
Conversion Analysis Cover SheetFive editable Excel tabs
Previous CVR8.0%
Current CVR6.0%
Lost conversions2,260
Funnel stepCurrent CVRLost usersLanding page view100.0%-Checkout start52.7%1,400Payment success52.3%2,260
FunnelPeriodSegmentsTracking QARecommendation

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Conversion Analysis

Funnel SQL, Excel templates, segment diagnosis, tracking QA, and conversion optimization checklists.

 SQL Examples

Copyable queries for repurchase rate, A/B tests, funnels, retention, and cohort analysis.

 Excel and Checklists

Downloadable workbooks and analyst QA checklists for recurring business questions.

 A/B Testing

Experiment design templates, SQL result checks, launch checklists, and reporting examples.

 Business Metrics

Repurchase rate, retention, conversion, funnels, root-cause analysis, and stakeholder summaries.

 Interview Cases

SQL questions, metric definitions, business case structures, and portfolio-ready answers.

Featured template

Conversion Analysis Cover Sheet: from metric movement to a decision

Use one editable workbook to compare periods, find funnel loss, prioritize segments by lost conversions, validate tracking, and document the next action.

Download the Cover Sheet
  1. Define the conversion event and eligible users
  2. Build a user-level funnel SQL table
  3. Segment by channel, device, country, and lifecycle
  4. Write the fix, test, or investigation recommendation

Core SEO pages

Templates built for long-tail searches