Conversions

A conversion is a saved definition of an outcome. It is not a counter that you increment from code: SnipForm already has every session and event your tracker sent, so a conversion is a query over that data. Define it today and it reports on last month.

Conversion: "Newsletter signup"
  Step 1  All User Traffic          (entry - who is being measured)
  Step 2  Page Visit  /newsletter   (intent)
  Step 3  Form Submit  "Newsletter" (the outcome)

Every step narrows the set of sessions. The last step is the conversion itself; the ones before it are the funnel.

Create a conversion

Open your property, go to Conversions and pick a type.
Name it and add steps. The last step is what counts as a conversion; any steps before it describe the path there. See Steps and triggers.
Optionally set a value (see below) and a start date.
Publish. Drafts are not reported anywhere; publishing makes the conversion active. A conversion needs at least one step to publish.

Results appear immediately for any period, because the engine queries historical sessions rather than waiting for new ones.

Types

The type is a label that drives the icon and the colour. It does not change how the conversion is measured.

Type	Meant for
`lead`	Contact form, inquiry, or lead capture
`sale`	Purchase or transaction
`signup`	Account registration or free trial
`activation`	Feature adoption or onboarding milestone
`download`	File, app, or resource download
`custom`	Anything else

States

State	Meaning
`draft`	Being built. Not reported anywhere.
`active`	Published and included in reports, dashboards, weekly reports and MCP answers.
`paused`	Hidden from reports. Toggle back to active at any time; nothing is lost because nothing is stored per conversion.
`archived`	Retired.

Deleting a conversion removes its steps and segments, detaches it from any short link campaign, and unlinks it from Shopify and ad-platform integrations (ad conversion sending is switched off for that platform at the same time).

Value

A conversion can carry a value so the dashboard, ROAS and weekly reports can talk about money.

Setting	Behaviour
Fixed value	You enter a value in whole currency units. The period total is `value x conversions`.
Value from event	The value is read from the data the last step matched. For an Event Fired step it is the sum of the matched events’ numeric values; for an Acquisition step it is the sum of the sessions’ acquisition value. Other step types produce no value.

Set a currency on the conversion to have the value formatted as money and converted to USD cents for cross-currency comparisons (ROAS, CPA). Revenue reaches sessions through signals.revenue(), the session acquisition endpoint or the Shopify integration.

Start date and defaults

Starting from: the engine never looks earlier than this date. Use it when the thing you are measuring did not exist before a launch, so early cycles are not empty.
Default period and default cycle: what the conversion page opens with. Defaults are last_7 and week.

Reading the results

The conversion page shows four things for the chosen period:

Summary: sessions that entered, conversions, rate, and value.
Funnel: per-step counts, drop-off between steps, and each step’s rate against entry. See cycles and segments for the time and breakdown views.
Flow: where converted sessions came from, as Channel to Source to Campaign.
Sessions: the actual sessions at any step, browsable.

Everywhere else a conversion shows up

API - full CRUD plus summary, segments, cycles and session listing.
MCP - list_conversions, conversion_summary and conversion_funnel let an assistant answer “how did signups do last week”.
Dashboards - summary, funnel, cycles and breakdown widgets bind to a conversion.
Automations - a conversion can be the condition on an automation: only fire when this session converted.
Ad platforms - link a conversion to Google Ads or Meta for ROAS, CPA and optional conversion send-back.
Weekly reports - every active conversion is tracked week over week with a rate-drop check.