Conversion Models

A conversion model tells Apex how your business converts visitors into customers. It shapes the funnel stages, lifecycle vocabulary, scoring approach, and even sidebar navigation — so the entire product speaks your language.

The Five Models

Sales-Assisted

The classic B2B SaaS motion. Visitors fill out forms, marketing qualifies them, sales works the pipeline. The funnel tracks: Visitors → Leads → MQL → SQL → Opportunity → Customer.

Dashboard emphasis: Leads and pipeline are primary navigation items. The snippet is the recommended install method.

Self-Serve

Product-led growth. Users sign up, activate, and convert without talking to sales. The funnel tracks: Visitors → Sign-ups → Activated → Converted → Expanded.

Dashboard emphasis: Activation is primary. The SDK is emphasized alongside the snippet since product events matter more than page visits.

Transaction

E-commerce. Visitors browse, add to cart, and purchase. The funnel tracks: Visitors → Product Views → Add to Cart → Checkout Started → Purchase.

Dashboard emphasis: Revenue is primary. Lifecycle stages are simplified (browser → cart → customer → repeat).

Two-Sided

Marketplaces with supply and demand sides. The funnel tracks: Visitors → Supply/Demand Sign-ups → First Transaction → GMV.

Dashboard emphasis: Liquidity (the balance between supply and demand) is primary.

Hybrid

Combines PLG activation with sales-assisted closing. Users sign up and activate on their own, then sales engages the most promising accounts. The funnel tracks: Visitors → Sign-ups → Activated → PQL → Customer.

Dashboard emphasis: Both activation and leads are visible. Scoring uses dual track (40% MQL + 60% PQL).

What a Conversion Model Controls

Each model configures:

• Funnel stages — The stages shown on the funnel dashboard, including how each stage counts contacts
• Lifecycle stages — The CRM-style stages available for contacts (see lifecycle stages)
• Scoring track — Whether contacts are scored on marketing signals (MQL), product signals (PQL), or both
• Sidebar navigation — Which dashboard sections are emphasized, hidden, or relabeled
• Default goal type — The suggested goal type during setup
• Install emphasis — Whether onboarding emphasizes the tracking snippet, the SDK, or both
• Terminology — Labels like "Leads" vs. "Users" vs. "Customers" adapt throughout the UI

Verticals

Your vertical (industry type) determines which conversion models are available and sets defaults for scoring weights, recommended sensors, and dashboard widgets.

Verticals also configure:

• Scoring weights — Default emphasis across the five MQL dimensions (intent, ICP fit, account, engagement, risk)
• Dashboard widgets — Which widgets appear on the overview dashboard
• Recommended sensors — Suggested connectors for your industry (e.g., B2B SaaS recommends Google Ads, HubSpot, Stripe)
• Growth priorities — Goal options shown during onboarding
• Contact terminology — "Leads" for B2B, "Customers" for e-commerce, "Users" for marketplaces, "Clients" for agencies

Choosing During Onboarding

During onboarding, Apex asks you to select your vertical. If your vertical supports multiple conversion models (B2B SaaS and Other), a follow-up question lets you choose your growth model. Other verticals automatically apply the default — no extra step needed.

Changing Later

You can change your vertical in Settings → Project. Changing triggers a confirmation dialog that explains the consequences:

• Scoring weights will reset to the new vertical's defaults
• The conversion model may change to the new vertical's default
• Contact terminology will update
• Dashboard recommendations will adjust
• A Causal Ledger event is recorded so you can track the impact

Next Steps

• View your funnel — shaped by your conversion model
• Understand scoring — your model determines MQL vs. PQL vs. dual
• Track lifecycle stages — defined by your conversion model