You say who this is
Apex joins on your identifier.
Apex joins a trail to a person when your app sends an identifier you already have. It doesn't guess from a browser, an IP address, or a similar-looking visit.
Data and identity
One customer. Their whole story.
A stranger visits. When they sign in or buy, Apex joins the trail. Their activity, experiment history, messages, and lifetime value stay on one customer record the rest of Apex can use.
No credit card to start.
Observe
Know what customers actually do.
Apex sees the event, the person, the conversion, and the revenue. An anonymous visit becomes a customer. You see lifetime value as it happens.
Recognize
A stranger becomes someone you know.
Walk the four moments. Apex keeps one trail from the first click, and joins it to a person the moment your app tells it who they are. Before that they are an outline you can't message. After it, every page they already read belongs to someone with a name. See how identify works.
Unknown visitor
vis_7f21c4
One trail, no name
Someone reads two pages on atlas provisions.com. Apex keeps their clicks on one trail instead of counting each page as a new person. You cannot message them yet, and Apex does not pretend you can.
What Apex has joined
Devices
Chrome · macOS
Visitors
vis_7f21c4
Understand
One record shows what matters right now.
What they are worth, where they stand, what you know them by, and the message you can send them. This is the real customer record, filled in with one shop’s example.
Priya Raman · one record
Priya Raman
priya.raman@example.com
$1,284
lifetime value
- First seen
- Aug 19, 2026
- Identified
- 25 minutes later
- Orders
- 7
- Experiments
- 3 entered
ProductionSeen on your website and your iOS app. Also on Atlas Wholesale, another workspace in your organization.
Emails
priya.raman@example.com
Your ids
atlas_customer: 40188stripe: cus_QjR2
Send a communication
Opens the composer with this customer already chosen. Nothing goes out until you send it.
Experiment
Every experiment follows the customer.
Open a row to see what they were shown, the message it caused, and whether the conversion event fired. One person was held out on purpose, so you have something honest to compare against.
Experiments entered
Entered 17d ago · via Replenishment journey v4 · Send restock letter
Your pantry is running low, Priyav6email · Clicked · 17d ago
purchase · 45m after entering
Entered 21d ago
Your usual, one tap awayv2email · Delivered · 21d ago
No purchase yet · 96d left in window
Held out
Entered 23d ago
Held out · not measured here
Review
See what they did, in order.
Visits, app sessions, purchases, experiment entries, and every message Apex sent, on one filterable history. Turn a filter off to read just one kind.
Activity
Purchase9/8/2026, 5:05:00 PM96 USD · pantry-refill
Your pantry is running low, Priya9/8/2026, 4:20:00 PMEmail · Clicked
Pantry restock letter · subject line9/8/2026, 4:20:00 PMShown Variant A
Subscribe-and-save module on the product page9/2/2026, 8:12:00 AMHeld out — shown nothing, kept as the comparison
Session start9/2/2026, 8:12:00 AMPurchase8/19/2026, 2:33:00 PM142 USD · starter-pantry
Identify8/19/2026, 2:31:00 PMPage view8/19/2026, 2:06:00 PM· 2 pages/olive-oil · meta / paid social / Pantry Staples
Use them everywhere
The same customer powers the rest of Apex.
Nothing here is a copy. Each product reads the same record, so they can't disagree about who this person is.
Experiments knows which arm she saw. Communications fills her letter in from the record. Attribution ties the ad click and the app install to her, not to three reports. And Intelligence keeps what she proved for the next experiment you plan.
One customer
- Recognized
- Experiment
- Message
- Purchase
- What Apex learned
Control
You decide who Apex can recognize.
Identity is something you hand Apex, not something Apex infers. Flip the cards for what that means in practice. Security has the full detail.
How you start
Start on the site. Add the app and your server when you need them.
Paste the snippet and page views start a trail the same hour. Add the iOS or Android SDK when app sessions matter, and send the sale from your server when it happens off the page. One workspace key covers all three. Install Apex has each one.
Your move
Put a name on the next visit.
Paste the snippet, call identify when they sign in, and the next stranger becomes a customer you can act on. Start free.