Practical analysis workflows, explained with clear assumptions.

Editorial purpose

Analyst Field Notes is an independent educational site for working analysts and people learning business data analysis. It publishes reusable SQL examples, Excel workbooks, metric definitions, and decision frameworks for common questions such as conversion movement, A/B tests, retention, and repurchase rate.

How the guides are made

Each guide starts with a clear numerator, denominator, eligibility rule, time window, and user-level grain. The examples then separate measurement checks from behavioral explanations, prioritize absolute business impact, and end with an action that can be owned, tested, or investigated.

How to read the examples

Example event names, counts, and scenarios are illustrative unless a source is explicitly cited. They are designed to show an auditable workflow, not to claim a benchmark or universal conversion-rate target. Adapt the definitions to your product, data model, and decision context.

Editorial contact

Questions, corrections, or requests for a template can be sent through the contact page. The editorial goal is practical accuracy: a reader should be able to trace the assumptions, reproduce the calculation, and understand the next decision.