Weekly reports
Once a week SnipForm freezes the previous calendar week for each property into a report: the numbers, the week-over-week deltas, a set of automatic checks, and plain-language takeaways. Reports are immutable once ready, so the number you saw in March is the number you will see in December.
What a report contains
Section titled “What a report contains”| Section | Contents |
|---|---|
| Metrics | Sessions, views, views per session, duration, scroll depth, bounce rate, each with the previous week and the delta, plus a daily series |
| Dimensions | Top sources, channels, pages, countries and devices for the week |
| Conversions | Every active conversion: conversions, rate and value, current vs previous, with deltas |
| Ads | Per connected ad platform: spend, impressions, clicks, and when a conversion is linked, conversions, revenue, CPA and ROAS |
| Checks | The findings below, most severe first |
| Insights | Traffic-driver and top-converting-source cards, and AI insights on request |
Checks
Section titled “Checks”Seven checks run against the snapshot. A check produces a finding only when it has something to say; a quiet week produces none.
| Key | Severity | Fires when |
|---|---|---|
zero_sessions | critical | No sessions were recorded this week |
traffic_anomaly | good / warning | Sessions ran 30% or more away from the trailing average of stored weeks. Until there is enough history it compares week over week at a 40% threshold. Up is good, down is warning. Silent in a property’s first reported week. |
bounce_spike | warning | Bounce rate rose by at least 20% relative and 8 percentage points absolute |
conversion_rate_drop | warning | A conversion’s rate fell 25% or more, on at least 200 entry sessions (the small-sample floor) |
spend_anomaly | info / warning | A platform’s spend moved 40% or more against the prior report. Up is info, down is warning. |
roas_below_one / roas_cpa_spike | warning | A platform with a linked conversion returned less than 1.0 ROAS, or its cost per conversion rose 50% or more |
ad_integration_dark | critical / warning | A platform’s spend sync is failing (critical), or it recorded zero spend after a week with spend (warning) |
Severities are critical, warning, info and good. The triggered keys are stored per week, which is what the MCP report_history tool returns.
Insights
Section titled “Insights”Two kinds:
- Cards are derived from the snapshot on first view: who drove the traffic and which source converted best, each with a link into the relevant page. A week with nothing to say produces no cards.
- AI insights are generated on request from the report page. An agent reads the report’s snapshot and can query the property’s analytics tools to explain what it sees. Insights are stored on the report once generated and survive a regeneration of the numbers. Available on paid plans.
Generating reports
Section titled “Generating reports”Reports build automatically each week after the week closes (Monday, UTC). On a property with no report history, the first Generate builds the trailing history; after that the button fills the latest completed week. Regenerate on a report rebuilds the numbers only.
| State | Meaning |
|---|---|
pending | Created, nothing computed yet |
building | Generation in progress |
ready | Snapshot and checks stored |
error | The build failed |
Quiet properties
Section titled “Quiet properties”A property with no traffic does not get a weekly email forever:
- First empty week: an empty report and one “no traffic” email.
- Further empty weeks: empty reports, no email.
- After four consecutive empty weeks: no reports at all until traffic returns. Nothing is stored to make this happen, so a property whose tracker comes back reopens by itself.
Each ready report is emailed to the property’s team. Every team member can turn the email off per property from the reports page or the unsubscribe link in the footer; the report itself is still generated and visible in the dashboard.
Reading reports from an assistant
Section titled “Reading reports from an assistant”The MCP report_history tool returns the last weeks’ rows: sessions, conversions, spend, ROAS and the triggered check keys, newest first. Ask “what changed over the last two months” and the assistant can answer from stored weeks rather than recomputing. See MCP tools.