Cycles and segments

The summary tells you where a conversion stands. Cycles tell you whether it is getting better, and segments tell you who is converting.

Cycles

A cycle is one repeat of your chosen interval, with the whole funnel recalculated inside it. Each row is an independent measurement, not a slice of a running total.

Interval	Buckets
day	Calendar days (UTC)
week	Calendar weeks, starting Monday
month	Calendar months

The conversion page shows six cycles at a time with a delta: the change in rate against the cycle before it, as a percentage. The newest cycle is marked as current.

One cycle row from the API

{
  "id": "w-0",
  "label": "Aug 18 - Aug 24",
  "date_from": "2026-08-18",
  "date_to": "2026-08-24",
  "is_current": true,
  "sessions": 1840,
  "conversions": 41,
  "rate": 2.2,
  "value": 204500,
  "value_currency": "USD",
  "delta": -12.0
}

Sessions are counted where they started

A visitor belongs to the cycle their session began in. Someone who arrives on the last day of a week and converts three days later is counted in the week they arrived, because the question a cycle answers is “how did the traffic from this period perform”, not “what happened during these dates”.

Caution

That makes the newest cycle the least trustworthy while it is still open. Sessions that started in it may not have converted yet, so its rate usually climbs as the window fills. Compare completed cycles to each other.

Why rates move

A conversion rate is conversions divided by the sessions that entered the funnel, so it moves when either changes. A rate that fell while conversions held steady usually means a burst of traffic that was never going to convert. Check the segment breakdown by channel before treating it as a drop in performance.

If the conversion has a start date set, cycles never run earlier than it, so you are not looking at empty periods from before it existed.

Segments

A segment breakdown splits the entry sessions and the converted sessions by one dimension and gives each value its own rate.

Dimension	Splits by
channel_category Channel	direct, organic search, paid social and so on. See channels.
source_id Source	The referring site or platform
utm_medium Medium	utm_medium on arrival
utm_campaign Campaign	utm_campaign on arrival
utm_content Affiliate / Content	utm_content, the per-affiliate slot in short link groups
utm_term Sub-ID / Term	utm_term
request_country Country	Visitor country
request_device Device	desktop, mobile, tablet
entry_path Entry Page	The path the session started on
short_link_id Short Link	Which short link brought the session in

Each row carries sessions, converted and rate, sorted by converted count, top 50 values. Rows with no value are grouped as (none). Clicking a row in the dashboard opens the sessions behind it.

Segment by tag

Any session tag can be a dimension too. Tags are the key-value pairs SnipForm records from the landing URL (click ids such as gclid, custom query parameters) and from acquisition tags. Pick a tag key and each distinct value becomes a row.

Tag breakdowns count converted sessions by walking up to 500 converted sessions, so on very large conversions the converted column is a sample, while the session column is exact.

Filtering everything

The summary, funnel, cycles and segments all accept the same session filter as the rest of Signals. In the dashboard that is the filter bar; over the API it is a filter of query clauses. A filter narrows the entry set, so “signups from paid social on mobile” is one filter away.

Over the API and MCP

• POST /v2/property/conversions/{id}/cycles with interval and paging, and /segments with dimension or tag_key. See Conversions API.
• The MCP tools conversion_summary and conversion_funnel take a named window and return the same numbers the dashboard shows. See MCP tools.
• The Conversion Cycles and Conversion Breakdown dashboard widgets render these views on a shared dashboard.