Conversion Analysis Cover Sheet: One-Page Excel Template for Analysts
A free, editable workbook for turning funnel movement into a concise analyst recommendation with clear tracking checks and segment evidence.
Free Excel workbook
Download the Conversion Analysis Cover Sheet
Five editable tabs: Funnel Summary, Period Comparison, Segment Analysis, Tracking QA, and Recommendation.
Download the Excel templateWhat is a conversion analysis cover sheet?
A conversion analysis cover sheet is a compact decision document for analysts. It replaces an unstructured slide or ad hoc spreadsheet with a repeatable path from metric movement to evidence and action: define the eligible users, find the funnel loss, identify the segment, validate tracking, then write the recommendation.
What the template includes
How to use the cover sheet
- Replace the blue sample input cells with the same eligible-user definition for both periods.
- Find the largest funnel loss, then sort segment rows by lost conversions.
- Complete Tracking QA before calling the movement a product or traffic problem.
- Write one recommendation that names the evidence, owner, and next decision.
Example: from inputs to action
| Signal | Evidence | Decision |
|---|---|---|
| Payment conversion fell | Payment success declined from 8.0% to 6.0% while entry volume grew. | Check payment errors and mobile checkout releases. |
| Mobile paid social explains the most loss | It has the highest absolute lost conversions, not just the largest rate decline. | Review intent match before changing the whole checkout. |
| Tracking is uncertain | Event route or consent capture changed in the same period. | Fix measurement or reconcile against backend data first. |
FAQ
Is this different from a conversion dashboard?
Yes. A dashboard reports movement. The cover sheet is for investigating a specific movement and recording the recommended next action.
Can I use it for signup, checkout, or lead funnels?
Yes. Replace the sample funnel names with your own conversion event and eligible-user definition.
Build the evidence behind the recommendation
Use the conversion rate analysis guide to define the metric, the funnel conversion rate SQL example to calculate step drop-off, and the conversion rate optimization checklist before proposing a product change.