AFAnalyst Field Notes
Conversion Analysis

Conversion Rate Analysis Excel Template: Funnel, Segments, and Recommendation Tabs

A workbook structure analysts can reuse to compare conversion rates, identify funnel drop-offs, check segments, and write a stakeholder-ready recommendation.

By Analyst Field Notes Editorial10 min read

Free Excel workbook

Download the Conversion Analysis Cover Sheet

Use five editable tabs to turn this workbook structure into a complete analyst decision record.

Download the Excel template

What the workbook should do

A conversion rate analysis Excel template should help an analyst move from raw funnel counts to a clear business recommendation. It should not be a static dashboard that only shows one conversion rate. The workbook needs to compare periods, expose drop-offs, and separate real behavior from tracking problems.

Recommended tabs

  • Inputs: analysis period, previous period, conversion event, funnel steps, and notes about exclusions.
  • Funnel summary: step users, step conversion rate, overall conversion rate, and drop-off count.
  • Segment comparison: channel, device, country, campaign, user type, and product surface.
  • Daily trend: date, entry users, converted users, conversion rate, and release or campaign notes.
  • Tracking QA: event changes, missing events, duplicate events, denominator changes, and known incidents.
  • Recommendation: finding, evidence, expected impact, action owner, and next step.

Core formulas

Conversion rate = converted users / eligible users
Drop-off rate = 1 - next step users / current step users
Lost users = previous expected converted users - current converted users
Percentage-point change = current conversion rate - previous conversion rate
Relative change = current conversion rate / previous conversion rate - 1

Funnel summary table

Step | Users | Step conversion | Drop-off users | Drop-off rate
Landing page view | 100,000 | 100.0% | 62,000 | 62.0%
Signup start | 38,000 | 38.0% | 12,000 | 31.6%
Signup complete | 26,000 | 68.4% | 18,000 | 69.2%
Payment success | 8,000 | 30.8% | - | -

Segment comparison table

Sort segment rows by lost conversions first, then review conversion-rate movement. This prevents the team from chasing a tiny segment with a dramatic percentage decline.

Segment | Previous users | Current users | Previous CVR | Current CVR | Lost conversions
Mobile paid social | 18,000 | 22,000 | 5.4% | 3.8% | 356
Desktop search | 9,500 | 9,100 | 8.1% | 7.9% | 50
Returning users | 6,200 | 6,000 | 12.0% | 11.8% | 36

Recommendation tab

Finding:
Evidence:
Affected segment:
Estimated lost conversions:
Tracking confidence:
Recommended action:
Owner:
Decision date:

Read next

Use this workbook with the conversion rate analysis guide and the funnel conversion rate SQL example. The complete downloadable version is the Conversion Analysis Cover Sheet. Before recommending changes, run the conversion rate optimization checklist.