Dashboard

The Apex dashboard is your command center for growth intelligence. It surfaces key metrics, experiment status, and channel performance in a single view.

Overview Section

The top of the dashboard shows your high-level numbers:

• Total Visitors — Unique visitors tracked by the Apex snippet across all pages
• Total Leads — Visitors who converted (form submissions, signups, or custom conversion events)
• Conversion Rate — Overall lead-to-visitor ratio
• Intelligence Score — A composite score reflecting how evidence-based your growth decisions are (see Intelligence)

These metrics update in near-real-time as the snippet captures events.

Experiments

The experiments section shows all active and recent experiments:

• Running experiments — Current experiments with live visitor counts, conversion rates per variant, and statistical confidence
• Recent results — Completed experiments with winner, lift percentage, and the belief they validated or contradicted
• Draft experiments — Experiments created but not yet activated

Click any experiment to see its full results, including daily trends, variant comparison, and linked beliefs.

Channel Performance

If you've connected integrations, the channel performance section shows:

This enables cross-channel comparison so you can see which channels deliver the best return.

Beliefs

The beliefs section shows your team's recorded assumptions with current confidence scores. Beliefs are color-coded:

• Green — High confidence (0.6+), backed by experiment data
• Yellow — Moderate confidence (0.3–0.6), partially tested
• Red — Low confidence (below 0.3) or contradicted by data

Click a belief to see its history: which experiments tested it, how confidence changed over time, and linked predictions.

Navigation

The sidebar is grouped by what you're trying to do.

Measure

• Home — your pulse and compass (this page)
• Analytics — acquisition and behavior, source-filtered
• Engagement — lifecycle and retention, by person rather than by event
• Attribution — which of your efforts caused each sale, plus cross-platform ad spend

Grow

• Customers — the people you've identified, and your segments
• Channels — per-channel economics, including cost and CPL
• Partner Network — the partners who drive growth, and their payouts

Learn

• Experiments — create, manage, and review experiments; beliefs live here as a tab
• Lead Scoring — the weight model that ranks your leads

Act

• Communications — email, push, in-app inbox, and Adaptive Journeys
• Links — trackable short links for any channel
• Tasks — your working queue

Configure

• Integrations — connect and manage external platforms
• Portfolio — roll several workspaces up into one view
• Settings — workspace configuration, conversions, snippet setup, API keys

Some rows appear only for your vertical: Subscriptions for B2B SaaS, Products for ecommerce, Marketplace for marketplaces. They nest under Analytics.

Conversions are not a sidebar row. Define your first one from Set up Apex → Web Measurement, and manage them afterward under Settings → Conversions.

Key Metrics to Watch

• Intelligence Score trending up means your team is learning and making more evidence-based decisions
• Experiments with 95%+ confidence are ready for a decision — promote the winner or archive
• Low-CPL channels are your best budget allocation candidates
• Contradicted beliefs are learning opportunities — they prevent you from repeating costly assumptions

Next Steps

• Run your first experiment
• Set up conversions to define what success looks like
• Connect integrations to bring in channel data