AF Analyst Field Notes
Abstract data workspace with spreadsheet fragments and chart bars

Analyst Field Notes

Turn conversion-rate movement into a clear analyst recommendation.

Free Excel templates, funnel SQL, segment checks, and tracking QA for analysts who need to explain what changed and what should happen next.

Download the Cover Sheet Read the analysis guide
Five editable tabs
Conversion Analysis Cover SheetDecision workbook
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
Excel template

01 Diagnose a movement

02 Find the funnel loss

03 Write the decision

Start with the work

Pick the analyst asset you need

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

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